So the client has extra time in Chicago. Who lives around there that can file 600 words on her? Some of these folks could. List current as of April 2018.
There aren't as many interview opps for female CMOs as one might think. Yes, general Q&A opps are eligible, but if you want to the client to showcase her marketing acumen, a short list is what you'll need. Here's ours, current as of Apr. 2018.
Pitching a big-picture story? Consider pitching correspondents for overseas publications. They're paid to spot trech trends that few others see, and to put them in simple perspective for casual readers. If your agency isn't turf-constricted, peruse our list of European media influencers based in the US.
“This week I’ve had a record number of people tell me they cannot talk to me because their PR department has blackballed me for no clear reason,” Chrissy Farr Tweeted on Apr. 6. “So glad you opened this door,” Tweeted CNBC editorial director Matt Rosoff the next day. “Every week I am stunned anew by how some PRs assume our business works, vs how it actually works.”
Threat-and-breach coverage is by far the biggest topic in security editorial. It’s got the Armageddon thing going for it, which always breeds high numbers of page views and social shares. We once heard a veteran security PR pro refer to covering security as “the crime beat” and he’s not far off.
“Get ‘em to write a story about us — just about us,” the clients exhort. In security that’s even tougher to achieve than in most industry segments. Mostly that’s because time-strapped reporters are too busy chasing breaches and threats. Company profiles are as evergreen as stories get.
“Preventive” and “remedial” spring to mind when envisioning coverage for the C-suite. Skills is one of those C-suite evergreen topics, and in 2018 it’s been more of same. And the channel has that dual appeal -- to the product buyers and to the C-titles who own the budget.
I’d love to say that every single time I’ve worked on a major announcement or campaign, things went perfectly - but that’s unfortunately not exactly how things go in PR. One of the most crushing let-downs is when an exclusive falls through. How do you react? What do you tell your client?
Most earned media in fintech security revolves around threats, with obvious good reason. When you log onto your online banking, you don’t want to see everything zeroed out. But PR pathways do exist. The most positive editorial in the segment reflects the work and thinking of industry associations.
Landing security coverage can be crazy tough. We hope this SWMS Security Deep-Dive will make things easier. The report frames the (cyber)security editorial landscape into eight segments with 21 sub-segments. It contains coverage examples within each. The mission is to frame what does get green-lighted, and to suggest roadmaps so you can place similar articles.
In January a subscriber assembling a new-business pitch asked us to shed light on the B2B tech edit scene: what should the prospect do? We're not sure how much light we shed, but here are the questions we were asked to answer, and how we answered them. We omitted the name of the enterprise vendor in question.