The phrase is often used metaphorically, not describing physical action but rather mean behavior. The media tends to hit celebrities when they're down by spreading negative stories.
Pro Tip 2/3
Negative Connotation
Using this phrase almost always implies a negative judgment of the person acting. That politician was really hitting his opponent when he pointed out his recent divorce.
Pro Tip 3/3
Emotional Weight
The phrase can evoke sympathy for the person being hit and disapproval towards the aggressor. Everyone felt sorry for Jake; the team hit him when he was down about losing the game.