Tapping into current events in the media to gain visibility is still one of the best ways to secure media coverage. But how can your brand cut through the noise and be heard?
One great example is our work with cybersecurity firm Claroty during the Qantas cyber attack a few days ago, on 2 July. Thanks to rapid response skills and strong media relationships, we secured a primetime TV spot during coverage of the breach, which exposed the personal data of up to 6 million customers (see video below).
The Primary team pitched Claroty’s Vice President ANZ, Leon Poggioli, as an expert to speak on the implications of the breach, how Qantas customers can keep themselves safe, and why hacking groups are increasingly targeting airlines.
The result? Two interviews on Channel 9 and Channel 7 News, with one segment syndicated nationally and seen by over 1.3 million Australians.
Repetition is key
At Primary, we work consistently to position our clients as go-to experts in their industry. Our goal is to ensure that when news breaks, journalists already know who to call.
In this case, we had already been working with Claroty to build credibility in the media, and we were able to capitalise on that by offering a trusted voice at exactly the right moment. Media trust is earned through repetition, reliability, and relevance. Gentle persistence and smart positioning are key to keeping your brand front of mind. But that’s only the first piece of the puzzle.
Timeliness of the pitch
When a news story breaks, the window to act is small. Editors and producers are moving quickly and if your pitch doesn’t land within hours, the opportunity is gone.
That’s why our team:
- Monitors breaking news in real time
- Prepares expert commentary and spokespeople in advance
- Moves fast to pitch relevant, informed voices to key journalists
With newsroom deadlines tighter than ever, speed and precision matter. We make sure your brand is ready to respond, and fast.
Spokesperson readiness and comfort level
Good opportunities strike when you least expect them!
Your spokesperson needs to be confident, concise, and clear, and ready to jump into an interview or answer difficult questions with ease. They must be able to think on their feet and recall key company messages at short notice.
Luckily, media training can help anyone become a pro! Primary Comms Group offers intensive media training, delivered by former journalists who work in our team.
Looking for a PR agency to make great things happen like this? Contact us today: primary@primarycommsgroup.com.au or 02 9212 3888.
Video courtesy of 9 News
