We live in a world of round-the-clock news, where stories can break and develop at the speed of a social media post.
Every day, PR pros hunt for opportunities for their clients to react to these news stories. It’s a high-volume daily hustle that rewards timeliness, craft, and relentless focus.
Everyone in our profession will appreciate the time-intensive nature of the newsjacking process to deliver results. And as the media universe sprawls and fragments, staying on top of this is getting increasingly harder.
Based on a sample of 20 publishers, a study shared with PRWeek found major news outlets share a new article every 19 seconds on average – or 4,500 a week. The same research found 56% of PR professionals feel overwhelmed by news monitoring.
Our answer is Daily Sparks – part of Delphi’s Fennel OS tool suite.
Daily Sparks is a live, client-tailored news feed with curated opportunity notifications – known as “sparks” – which act as the starting point for rapid response opportunities.
After drawing on 150,000+ global publishers, and over a million articles indexed every day, the tool highlights the stories and opportunities most relevant to our clients based on the issues they want to be known for. Automated portal updates, along with messaging and email notifications, give our PR team a huge edge in the news.
Our priority at Delphi is to ensure AI always works for us, not the other way round. Daily Sparks claws back valuable time that is usually spent trawling news sites and aggregators for each client.
Now the team has all the ingredients they need to craft a response immediately after opening the portal. The time we claw back gives us more headroom to understand the story and how our clients can develop it further.
The result is ensuring our clients are part of the right conversations before their competition.
But the real win isn’t just speed. Daily Sparks, frees our media experts to spend their time where it counts, building the right relationships with journalists and bringing true creativity to every pitch.
Crucially, it’s already delivering. Daily Sparks is helping power coverage for our clients across national and trade media, and in the outlets we know their target audience is consuming.
If you’d like to see what this could look like for you, then drop us a line at [email protected] – we’d love to show you around.
Will Cook
