Mocking NSA PRISM Slide Deck Creates Professional Branding Opportunity

At Content Gardener we love watching savvy marketers do some effective newsjacking to build business opportunities for themselves. This week we saw a spectacular example out of Paris, France appearing on Slideshare.

What is Newsjacking?
Newsjacking refers to the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success. The term “Newsjacking” was coined by David Meerman Scott in his book Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Hubspot also did an excellent post on Newsjacking too.

You have to be careful when newsjacking a story. You have to pick the right story, and include your product or service in a subtle way without causing too much controversy for your company or brand. You get bonus points when you come up with a solution to the original problem reported in the news. This is what Paris based presentation designer Emiland did when he proceeded to mock the recent NSA slide presentation, which explained how the controversial PRISM data mining program works. Using humor and touch of brilliant design, Emiland created a greatly improved slide deck for the NSA and posted it on Slideshare. As of this writing the post has received over 30,000 likes on Facebook, 2,811 retweets and over 900 shares on LinkedIn. The presentation has received over 757,000 views on Slideshare, and to that we say, BRAVO!

As you can see, Emiland included a few of the slides which were publicly released during the initial set of congressional hearings and applied a new logo for PRISM, a gorgeous deep blue color scheme, and greatly improved charts which cut through the clutter and make a much clearer point concerning how the PRISM program works. The slide deck includes stylized icons for all of the participating social networks and gives a hint of his superior presentation design skills. At the end of the deck Emiland includes the following phrase:

“Even if you are not a government agency, I would be happy to help you with your next presentation”, along with a link to his web site


The author saw an opportunity to newsjack a story and apply it to his own business, creating instand brand recognition for himself and doing so with humor without creating any additional controversy. We have no doubt in our minds that Emiland received quite a few leads for design work.

In a way, Content Gardener is newsjacking this story. In essence we are newsjacking the jacked news.