Being Media Friendly: Four Takeaways


For the Citigate Cunningham team that worked on keeping the SurfControl brand relevant and alive during its acquisition by Websense, there were several key lessons learned, much of which had to do with being media-friendly while knowing how to artfully deflect certain issues. Following are four major points:

•    Being a go-to resource for the press on issues (the impact of social networking on enterprise IT security, sudden shifts in malware, etc.) is always a good way to generate buzz.
•    A survey on a timely, compelling issue can be a great way to garner high-profile coverage while turning attention away from unwanted speculation or a controversial issue (For example, SurfControl commissioned a survey on Trust & Risk in the Workplace and leveraged the data to secure top tier, positive coverage in publications like Investor’s Business Daily)
•    A key strategy is having from day one solid media and analyst relationships in place, so that influencers have the context on the company’s strategy. This helps when you hit a bumpy patch.
•    Leveraging third-party advocates such as partners and customers as spokespeople really lends credibility to the company’s relevance.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.