What can PR Managers Learn from Petya?
What do these results mean for PR managers?
What these outcomes show is that you generally have to offer an in-depth response with newsjacking. Journalists are looking for additional news coverage. They also want to report what is happening behind the news. So, keep that in mind and make sure you offer added value.
Also, make sure you provide a technical and well-substantiated advice or comment. It’s very painful if you obviously want a share, without the right expertise. In that case it’s better to keep quiet, according to the media surveyed. Of course, it’s not a good idea to promote yourself in your comments. This may be obvious, but make sure your message is not attributed to the solution or service your company offers. A journalist can spot this from a mile away. With an objective and practical comment, you create awareness and media will acknowledge you as a sender.
Keep it clear
In addition, it is important to offer a clear and concise message that needs little work to put in the paper or on a website. Also, it is useful to keep in mind to focus on the impact of an attack for the general reader. In general, it may be less interesting for the general public what companies should do or have done wrong.
Speed is also crucial. The media want to publish news and commentary as soon as possible. That’s one of the reasons why they often turn to their regular database with people they know and trust.
Do you need help with your media approach? Let us help you. Our day begins with the scanning of the newspapers, the main news sites, and other press outlets. In addition, we use a variety of on and offline monitoring tools. Thus, we know exactly what it is going on and how we can respond.