Media Report: Public Relations Advice From Leading Cybersecurity Journalists
Latest Report From Affect Helps Security Companies To Stand Out from the Competition
New York, September 27, 2016 – Data breaches, DDoS attacks, ransomware, malware, botnets and more – not a day goes by without one of these cybersecurity threats splashed across the front page of the news. Organizations of all types and sizes including Yahoo, LinkedIn and even the Democratic National Committee have fallen victim to hackers. As a result, the security and technology media landscape has become one of the most competitive, with reporters battling to be the first to break the news of the latest attack and industry leaders vying for an opportunity to provide color commentary.
Timed with October’s National Cyber Security Awareness Month, Affect, a public relations and social media agency specializing in technology, healthcare and professional services, tapped its network of leading security journalists for their insights on how they craft their stories and what companies can do to stand out in a crowded industry and a 24/7 news cycle. The report highlights direct feedback from news outlets including The Wall Street Journal, MarketWatch, Financial Times’ Agenda and Help Net Security.
Affect shares advice for security companies hoping to secure media coverage:
- Build the Relationship: Don’t wait for reporters to come calling – reach out proactively to hear about what they are working on and how you can help. Let them know that you are willing to provide background information to explain a complex topic, go on the record with quotes or provide them access to clients and people you know in the industry. By staying in front of them, when a breaking news story happens, your name will already be top of mind.
- Take a Unique Stance: In the battle for info security commentary, companies run the risk of blending in with the crowd. Develop a unique perspective – say something new that no one else is saying, contradict the generally accepted perception or offer proprietary information that only you can bring to the table.
- Act Fast When News Breaks: This may sound simple but know what is happening in your industry. Understand that a reporter is usually working up against a tight deadline, especially when covering breaking news, so try to be available and ready to promptly respond to a request with commentary that can enhance their story.
- Don’t Be a Talking Advertisement: Stay away from dropping buzzwords and industry jargon to describe your product or services. Keep it conversational and speak to the reporter in a language that they can understand. Keep it simple unless the reporter is asking for a deep dive into the technology.
- More Showing, Less Telling: Reporters will always favor proof over straight opinion so if you have additional materials – case studies, data/stats, relevant reports etc. – make sure to have those on hand and provide them well ahead of the reporter’s deadline.
“Cybersecurity journalists are saturated with sources and it’s not easy to stand out and get noticed,” said Katie Creaser, Vice President of Affect. “The key to securing media coverage in this industry is quickly activating spokespeople when news breaks to provide unique commentary that no one else can – whether it’s proprietary data and information, opinion or an expert breakdown of how a hack or breach took place. Spokespeople need to be true experts and thought leaders in their field, not just advocates for the technology that they are selling – and provide real value to reporters.”
To read more journalist feedback for cybersecurity companies, get Affect’s full report: SPOTLIGHT ON SECURITY TECHNOLOGY: Getting the Media’s Attention
Affect is a public relations and social media firm located in New York. Established in 2002, the company specializes in technology, healthcare and professional services. Affect employs a results-driven approach to communications, crafting one-of-a-kind programs to help clients achieve their business goals. As year-round strategic counsel, or a single project resource, Affect leverages its creative talent, unique experience and forward thinking insights to achieve the precise results that its clients seek. For more information, web: www.affect.com; blog: www.techaffect.com; Twitter:@teamaffect.
Senior Account Executive