Spotting an opportunity for a good story before a journalist does will always give you an edge on the competition.

After all, public relations is a two-way street – a good idea and well-constructed pitch can be extremely helpful for a journalist on deadline.

Staying true to this, Primary Communication recently identified an opportunity for a proactive news pitch around the one-year anniversary of the high-profile JBS Cyberattack, which left Australia’s largest meat processor out of action for five days with a $14.2M ransom to pay.

Consequently, cybersecurity client Claroty – an expert on the topic – was able to speak on the key trends and statistics which provided great insights and learnings for businesses who could be at risk of a similar cyberattack.

Specifically, Claroty’s ANZ Regional Director, Lani Refiti, spoke about why Australia’s Food & Beverage industry is still so vulnerable to attack, and how recent geopolitical conflict has heightened cyber risk in general.

This strategic move – as simple as it sounds -resulted in 66 stories and articles across primetime radio, TV programs and newspapers including 2GB Radio, ABC, The Canberra Times and WIN News TV.

Here are just some examples of coverage:

• The ABC: JBS Foods cyber attack highlights industry vulnerabilities to Russian hackers
• The Canberra Times: One year on from the JBS cyber attack, critical infrastructure remains a target
• The Newcastle Herald: One year on from the JBS cyber attack, critical infrastructure remains a target

The moral of the story is: it’s easy for busy PR professionals to slip into a reactive mindset, but that one proactive idea can generate amazing outcomes.

That’s the kind of PR agency you should have on your side!

By Renee de la Motte

Renee is a Senior Account Manager specialising in tech who also brings experience in digital marketing and event management.