An executive summary of the Proof Communication event I want to be in the FT: Are you ready for national coverage? 5 principles for generating national press coverage on cyber security Expert not generalist Don’t be all things to all people. Define what you are truly expert in by asking your organisation 3 Qs: What credibility do we have? What gives us the right to own this space? What do we have that no else does? Humanise or commercialise the story Profile not product National reporters write for their audiences. Your PR must target their interests first. Most people don’t understand cyber security and don’t think they are at risk. One of the things most reporters in this space desperately need is a way to relate cyber to the things we experience every day at work and at home. Determine the profile you want to build not just the product you want to push. All PR should link back to the theme you are trying to own and the reputation you want to build. The link to your product or service will be inherent in the communication material – don’t force it upon national reporters. Recognise the wider spread of interested reporters Connect with the news agenda Cyber security is broader than technology. It is a concern for every part of society. Educating reporters beyond the technology beat is a way to generate bigger results for new audiences. Relevance is key, in both the short term and the long term. National print reporters are most often writing with a maximum 48hr time window. They need people who can provide something new to an established story. Proof is a STEM communication agency. We only work with science, technology, engineering and maths organisations and are experts at translating complex subject matter into clear and engaging communication materials. With backgrounds in STEM subjects including theoretical physics, geology, biology, astrophysics, quantum mechanics and coding, the Proof Team has a combination of knowledge and practical experience which is the ideal mix for our clients. We understand the fundamentals of our clients’ complex subject matter and we know how to create targeted communication materials that audiences want to engage with and react to. For more information please visit www.proofcommunication.com Contact our BD Director at [email protected] or call +44 (0)7944 792 859
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