Hubspot: How to Jack The News For Marketing Buzz

So Hubspot posed an interesting task for content marketers on their blog yesterday – 

“Newsjack” – or help crowdsource the original content journalists need with your brand (not in a promotional stance, but with your context). You will be rewarded, the claim, in stellar public exposure. 

 ”If you are clever enough to react to breaking news very quickly, providing credible second-paragraph content in a blog post, tweet, or media alert that features the keyword of the moment, you may be rewarded with a bonanza of media attention.” they explain.  

At Contently we take more of a respond with insight approach, but does this sound like a good idea?