Citations:newsjacking

Noun: "a public relations technique involving piggybacking off the attention of the news media on another item"

 * 2011 — David Meerman Scott, Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage
 * Book's title is "Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage"
 * 2018 - Oxford English Dictionary, Word of the Year 2017: the shortlist
 * ...as first popularized by marketing and sales strategist David Meerman Scott’s 2011 book, Newsjacking