Media campaign raising awareness of cybersecurity threat intelligence

When putting together a powerful and compelling media campaign for a cybersecurity vendor, it’s important to consider the challenges of securing media coverage – there are a lot of vendors and competitors also investing in this same research, so how do you cut through the noise?

It’s important to understand why cybersecurity vendors are making these investments. It’s to build trust, credibility and integrity – raising their profile within the industry so that they can find the biggest scoop before their competitors do, and so that they can be seen and heard as leaders within the industry.

onebite work tirelessly at honing our list of media contacts. This ensures that we can identify the media companies that like to cover threat intelligence reports. We take it a step further and separate out those who thrive on diving into the technical detail, versus those who want the bottom line up-front.

We also identify those members of the media who are less technical (such as vertical publications). This group of journalists tend to be less familiar with the technicality, so we tailor our pitch accordingly – making it more accessible to those without technical knowledge. We also give them the opportunity to spend some time with the threat researchers, who are carefully briefed to ensure they provide the right level of detail.

With technical reports such as these, we need to ensure we give media time to digest and dissect the report before they write up their evaluation. Therefore, pre-pitching with a minimum of three working days is essential – we work with our clients to agree embargo times to ensure we allow enough time for this important part of the process.