What is newsworthy in cyber security PR?

In the world of public relations, not all news stories are created equal. 

As a specialist cyber security PR and marketing company, we understand the importance of crafting compelling narratives that capture media attention.  

In this blog, we break down what makes a news story good and why some stories deserve the spotlight more than others. 

The Hierarchy of Newsworthiness 

1. Groundbreaking Vulnerabilities and Unique Research: Top-tier News 

At the pinnacle of newsworthiness in the world of cyber security, are stories about security research or new vulnerabilities. These stories have the highest potential for widespread media coverage due to their impact on the industry and public interest. For example, a new zero-day vulnerability in a widely used software or a comprehensive report on emerging cyber threats. These stories are gold because they inform the industry and potentially prevent future attacks. 

When discussing vulnerabilities and breaches, it’s important to approach the topic responsibly. It’s crucial to avoid criticising competitors or disclosing sensitive information that could exacerbate the problem. Instead, focus on general best practices and how users can protect themselves. 

2. New Product or Service Releases: Mid-tier News  

Announcements of new products and services can still garner considerable coverage. These stories are important for keeping journalists informed and can serve as a hook for relevant thought leadership pieces.  

It’s not just about the release, it’s about positioning the product or service in the context of current cyber threats and industry trends. It is all about the problem that it solves and the benefits it provides, not how clever the technology is! 

3. Significant New Hires: Lower Mid-tier News 

News about new hires is generally less impactful unless the individual is senior and comes from a major competitor or a big player in the market. This type of news can still attract attention but typically appeals more to industry-specific publications or local business news outlets. 

4. Award Wins and Office Moves: Bottom-tier News 

Stories about award wins (especially when the awards are run by a publication) and office moves generally receive minimal media coverage. They may be of interest for internal communications, company blogs, or local news, but are unlikely to attract significant attention from major industry journalists.  

Others news stories may include: 

Partnerships and collaborations: Announcements of strategic partnerships or collaborations can be newsworthy, especially if they involve well-known industry players or promise significant advancements and tangible benefits. 

Customer announcements and case Studies:  While in the cyber industry finding customers who are happy to promote what you do for them can be tricky, it is worth the effort. Stories that showcase significant customer success or unique use cases of your product are compelling, particularly for trade publications. Customers who will talk directly to the press are gold dust! 

Managing Client Expectations 

One of our key roles at PRPR is managing client expectations and advising on what constitutes a good news story and importantly what doesn’t. It is difficult sometimes when a client is, rightly so, excited about something that is important to the business but we know that it isn’t going to interest the press. But we are always honest! 

We take a strategic approach, ensuring that we only send out press releases likely to gain coverage or that we know will interest specific journalists. Sending irrelevant stories can damage media relationships for us and for our clients.  

And of course, if a story doesn’t fit the criteria for broad media coverage, it may be better suited for your website and social media channels. 

Get your targeting right 

Knowing what specific publications and specific journalists are interested in is also an important part of media relations and getting our clients seen. There’s no point sending a new hire release to a publication that never covers new hires, unless you have a relevant hook. Or sending an interesting story on web app security to someone who only reviews product.  

We pride ourselves on our personal contacts and knowledge of the media. 

This blog is clearly not an exhaustive list of all the possible type of news story. But whatever the story you have, the same principles apply. Before you do anything first establish if it will be of external interest and who will be interested in it. 

Looking to improve your media relations? 

PRPR provides strategic media relations services tailored to your needs. Whether you need advice on crafting compelling news stories or managing media engagements, we can help you succeed.