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 Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.