In the Media

White-water rafting in the morning, rubbing shoulders with NBA champ Andre Iguodala in the evening, networking with top tech CEOs in between — who wouldn't want to be on the "Silicon Slopes" of Park City, Utah for a summer tech conference? FORTUNE combines these attractions with a top-tier agenda to draw an elite crowd of executives, entrepreneurs, reporters and influencers to its annual Brainstorm Tech conference. 

Trendjacking is a PR and marketing tactic that capitalizes on breaking news, current events or cultural moments; i.e., topics that are popular and already trending. Think generative AI, ransomware, sustainability, etc. This type of timely content leverages existing audience interest to amplify a brand's unique point of view, align with the trend and create go-to experts.