Why I Newsjacked the Coldplay CEO Story (And Why You Might Want to, Too)
A CEO scandal exploded online. I weighed in, and some criticized me. Here’s why responding to the news with expertise can build your online presence in a meaningful way.
The Story Everyone Was Talking About
By now you’ve probably seen it: the CEO caught on the Jumbotron at a Coldplay concert, kissing an employee. The clip went viral. The memes rolled in. The fallout was fast. Within days, both he and the employee had resigned.
When I saw the video, I wasn’t thinking gossip. I was thinking: this is a real-time masterclass in personal branding. So I posted about it on Instagram, not for drama, but to shine a light on something I’ve learned after years in media, business, and storytelling:
Everything you do in public is part of your personal brand.
Why I Spoke Up—Even If Some Didn’t Like It
When I hit publish, a few people messaged me things like:
“You’re such a positive guy—why weigh in on something so negative?”
“This feels like you’re profiting off someone else’s pain.”
Look, I get it. For two decades, I’ve worked in radio and TV, and I’ve seen what happens when stories catch fire. I’ve seen how we, as humans, are wired to pay attention to conflict, emotion, and consequence. It’s not exploitation, it’s reality.
And when something hits this big in public, we’re not “exposing” someone. They’ve already done that themselves.
What I was doing was using a very public moment to start a real conversation .If you want to build an expert presence online, you can't ignore the power of what’s already capturing the world’s attention.
What Is Newsjacking and Why It Works
The term comes from David Meerman Scott, a marketing strategist who’s helped shape how modern media works. He defines newsjacking as:
“The art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”
He’s right. In fact, as someone who’s worked in newsrooms, I can tell you:
Nothing captures human attention like what just happened. And if you know how to tap into those moments, without sensationalizing, you become a voice of clarity in the chaos.
Why This Matters for Experts Like You
This isn't just about scandals.
It’s about relevance, timing and trust.
Studies show that only 7% of posts drive 81% of the reach and reactions.
And separate research reveals that timely content tied to trending news creates more brand recall and engagement than evergreen posts per the Journal of Marketing Research.
So when you speak up with value during high-attention moments, you’re doing something powerful: You’re stepping out of the crowd and positioning yourself as someone worth listening to.
What You Can Do Even If You’re Not “In the News”
You don’t need to be a news anchor or journalist to do this. Let me show you a few ways this works for different kinds of experts:
A health coach might see headlines about a new “miracle diet” and explain what the science actually says.
A recruiter could respond to mass layoffs by posting 3 steps for professionals to update their LinkedIn profile today.
A leadership consultant could react to a CEO scandal by talking about culture, values, and decision-making under pressure.
In each case, you’re not chasing clicks. You’re anchoring the conversation, with your perspective, your expertise, your values.
What to Expect When You Do This
You might get a little pushback. I did. But you’ll also get attention, connection, and yes, opportunity.
When I started using my platforms more intentionally after years in traditional media, I realized something:
People don’t just want content. They want leadership.
They want to know what people they respect think about the world they’re already seeing unfold.
That’s how you start building your expert presence, not with a resume, but with relevance.
The Bottom Line
If you're building an online presence, waiting for the perfect, polished moment isn't your best strategy. Instead, meet people where their attention already is.
And next time something big happens—whether it's a scandal, a celebration, or a shift in your industry, ask:
“What do I have to say about this?”
“How can I bring value to the conversation?”
That moment might just be your opportunity to stand out—not by being loud, but by being useful, human, and honest. Let me know what you think.