Being Media Friendly: Four Takeaways
• 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.
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