Catching The Next Headline: A Case Study On Successful Newsjacking
When there’s no major announcement on the horizon, many brands struggle to stay in the news cycle. But we know that “no news” doesn’t have to mean “no visibility.” Our recent work with Catchpoint, the leader in Internet Performance Monitoring (IPM), around the October 20 AWS outage demonstrates the power of strategic trendjacking, transforming a breaking story into an opportunity for our client to lead the global conversation.
Within minutes of the AWS disruption, our team chased the sun and moved quickly to position Catchpoint CEO Mehdi Daoudi as a trusted source on the technical and business implications of the outage. We crafted and distributed sharp, context-rich commentary. This approach and strategic content resonated deeply with reporters looking for authoritative analysis in real time.
In just 24 hours, Greenough secured a wave of top-tier media opportunities, including interviews with The New York Times, CNN, Newsweek, Tom’s Hardware, Morning Brew and a BBC live radio interview that was also featured as a podcast segment. The resulting coverage has no quit: CNN, The New York Times, Newsweek, Forbes, Al Jazeera, and the Sydney Morning Herald, with a reach to target audiences of more than 1.7 billion.
This campaign illustrates the value of being on the frontlines of the news cycle, anticipating what the media needs in the moment and delivering it fast, with precision and authority. By monitoring breaking stories and aligning them to client expertise, we helped Catchpoint not just join the conversation but truly own it.
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
Acrolinx
Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
IQE
Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
Integrated Marketing
Content Development
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Integrated Marketing
Content Development
Public Relations
Brand Strategy
Public Relations
Brand Strategy
Integrated Marketing
Content Development
Public Relations
Brand Strategy
Integrated Marketing
Content Development
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