5 principles for generating national press coverage on cyber security

An executive summary of the Proof Communication event
I want to be in the FT: Are you ready for national coverage?
5 principles
for generating
national press
coverage on
cyber security
Expert not generalist
Don’t be all things to all people.
Define what you are truly expert in
by asking your organisation 3 Qs:
What credibility do we have? What
gives us the right to own this space?
What do we have that no else does?
Humanise or
commercialise the story
Profile not product
National reporters write for their
audiences. Your PR must target
their interests first. Most people
don’t understand cyber security
and don’t think they are at risk.
One of the things most reporters
in this space desperately need
is a way to relate cyber to the
things we experience every day
at work and at home.
Determine the profile you want
to build not just the product you
want to push. All PR should link
back to the theme you are trying
to own and the reputation you
want to build. The link to your
product or service will be
inherent in the communication
material – don’t force it
upon national reporters.
Recognise the wider spread
of interested reporters
Connect with the
news agenda
Cyber security is broader than
technology. It is a concern for
every part of society. Educating
reporters beyond the technology
beat is a way to generate bigger
results for new audiences.
Relevance is key, in both the short
term and the long term. National
print reporters are most often
writing with a maximum 48hr
time window. They need people
who can provide something
new to an established story.
Proof is a STEM communication agency. We only work with science, technology, engineering and maths
organisations and are experts at translating complex subject matter into clear and engaging communication
materials. With backgrounds in STEM subjects including theoretical physics, geology, biology, astrophysics,
quantum mechanics and coding, the Proof Team has a combination of knowledge and practical experience
which is the ideal mix for our clients. We understand the fundamentals of our clients’ complex subject
matter and we know how to create targeted communication materials that audiences want to
engage with and react to. For more information please visit www.proofcommunication.com
Contact our BD Director at [email protected] or call +44 (0)7944 792 859