In the hyper-competitive tech landscape of 2026, waiting for your own "big news" isn't enough to stay relevant. Startups often struggle to break into top-tier publications or build relationships with new reporters because they are shouting into a void of crowded inboxes. On this episode of FiredUp!, Morgan and Chris unpack the world of newsjacking for tech brands. They address media invisibility, explain how to turn breaking industry news into an opportunity for your brand to lead the conversation, and more. This week, episode 129 of the FiredUp! podcast is about the secrets of rapid response and newsjacking!

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In this episode of the FiredUp! podcast, the Firebrand team shares the state of rapid response PR in 2026 and actionable steps you can take right now to prepare your PR teams and executives for rapid response opportunities.

Morgan and Chris discuss:

Why Insight Trumps Information: To win at newsjacking, provide a unique "so what?" that helps the journalist build a deeper story for their audience.
The First Responders Rule: Speed is the ultimate currency in rapid response. Build a short-list of pre-approved spokespeople to ensure you can move at the speed of the news cycle.
Avoid the AI Microplastics Trap: Reporters know how to spot AI slop. Ensure your commentary is uniquely human in a way that LLMs can’t replicate.
Leverage Calls for Sources: Beyond reacting to the news, proactively monitor platforms like Help a Reporte" or specialized Slack groups. These are direct open-door invitations from journalists looking for specific expertise, making them the highest-conversion opportunities in PR.
Strategy Over Volume: Not every breaking story is your story. Only "newsjack" when you can provide a legitimate connection to your brand’s core mission.

Building a successful PR program in 2026 requires more than just a list of reporters; it requires a commitment to being a helpful, fast, and authoritative resource.

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The Secrets of Rapid Response and Newsjacking