Earlier this year, The Atlantic published an article analyzing the volume of original content – stories, graphics, interactives, and blog posts – being published each day in major U.S. news outlets. The New York Times, generally considered the most prestigious newspaper in the United States, checked in with an average of 230 pieces of original content per day. Ostensibly, with around 1,300 newspapers in the U.S (and using the NY Times’ output as an industry-standard), that means there are almost 300,000 opportunities per day for public relations professionals to pitch a story. Since this (admittedly generalized) calculation doesn’t take into account other media outlets like broadcast, blogs, etc., you can assume that the actual number of media opportunities is exponentially higher.

In a perfect world, whatever your client has to say could be deemed newsworthy.  However, in reality, we all know securing media attention in a crowded space is challenging. In certain cases, aligning a client with a breaking news event, commonly called newsjacking, can be a smart media strategy. In an era where breaking news is readily available in a matter of  seconds, smart brands are learning to “draft” behind trending as a means of inserting their message into what’s already being covered. Brands that do this successfully tend to garner greater coverage.

Newsjacking can take many forms, be it a blog, a tweet, a video, etc., but there are guidelines to follow. While this is not an exhaustive list, here are three tips for successful newsjacking:

Context matters

Newsjacking can be a highly effective publicity tool, but when applied in the wrong context, it can do more harm to your brand than help it. As a general rule, when trying to insert your client’s message into trending stories, it’s best to avoid negative or controversial topics that can make your efforts look self-serving if not downright offensive. While Ken Bone became a popular internet meme following the recent Presidential debate, linking your brand to his popularity might have been a risky proposition given subsequent information that has come to light about some of his internet postings. So, while controversy may occasionally present an opportunity to bolster your brand visibility in a positive way, tread lightly.

The window is short

Successful newsjacking is all about timing. By the time a story reaches peak coverage, it’s already too late. In the internet age, the lifecycle of a story is often measured in hours. The objective is to insert your client’s brand into the story before the bulk of the coverage has taken place, which creates opportunities for journalists to include the brand in the story. A great example of this took place in the immediate aftermath of Hurricane Matthew, when Airbnb provided free rentals to those affected by the Hurricane. In addition to providing a truly valuable service, Airbnb became a part of the narrative, generating widespread goodwill.

Keep it relevant

There is no value created when a brand newsjacks a story that does not reinforce its own brand values. Make sure the story has a clear connection or underlying theme to the brand’s message. Chick-fil-A’s CEO learned this the hard way when the Supreme Court overturned the Defense of Marriage Act. While Dan Cathy is certainly entitled to his opinion, connecting his company’s brand to such a controversial issue actively harmed the company’s reputation.

The next time a trending story seems ripe for newsjacking, it’s important to keep these guidelines in mind. While each opportunity is unique, keeping these basics in mind might spell the difference between garnering media coverage for all of the right reasons, or becoming part of a negative story for all of the wrong ones.