Page 73 - Cyber Defense eMagazine June 2020 Edition

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To rapid response or not to rapid response - that is the question

To unearth cybersecurity stories, reporters are tipped off by security analysts, white hat hackers,
penetration testers, government agencies, PR flacks and yes, even cybersecurity vendors like you.

Over the years, cybersecurity PR professionals have developed a reputation for overly aggressive media
relations efforts that are sometimes void of the best practices proven to build and sustain journalist
relationships. This is particularly true with newsjacking, a rapid response media relations technique in
which brands attempt to insert their key messages and thought leadership into the narratives that are
consuming the news cycle at a specific point in time.

The appeal of newsjacking is understandable. When successful, newsjacking can bestow brands with
invaluable third-party validation and heightened perception during times when people are focused intently
on an issue of relevance.

However, the misapplication of newsjacking by a vocal minority has stigmatized the cybersecurity
industry as a whole. Currently, there are far too many examples of prominent cybersecurity reporters
showcasing frustration by the continuance of overtly promotional, unfitting and off-topic pitches
penetrating their inboxes. For context, it is not uncommon for influential journalists to receive 50-100
pitches each day and only have use for one.

COVID-19 epitomizes cybersecurity’s newsjacking predicament perfectly. While some cyber companies
have found success in penetrating the coronavirus narratives via strategic rapid response, many others
have drafted pitches that have fallen on deaf ears. Why? While I don’t have all of the answers, I can
surmise that far too many brands likely pursued journalists with subjective speculation and unproven
claims about the origins of pandemic-themed phishing attacks and advertorial points of view about how
to mitigate the increasing risk.

For media, such pitches often trigger an immediate delete, as the messages’ contents lack the objective
intel and information that add credibility and uniqueness to stories that are shaping the news cycle.

Inadvertent missteps linked to cybersecurity’s competitiveness and growth

There is undoubtably the potential for long-term reputational impacts to cybersecurity brands that
continuously newsjack inappropriately. Hopefully, those at fault will soon realize that it’s often more
advantageous to withhold from engaging in rapid response except for instances when your company is
uniquely positioned to respond objectively.

But the misuse of rapid response isn’t the only PR mistake that can negatively impact a brand’s equity,
perception and pipeline.

Today’s cyber marketers are frequently tasked with accelerating brand awareness and lead generation -
often at a clip much faster than what they are accustomed to. This is especially true for marketers new
to cybersecurity, since the industry’s intense pace and variability cannot be simulated in a classroom or

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