The story before the story
What we learnt about getting ahead of the headline from Gordon Corera, presenter of The Rest is Classified podcast and former BBC Security Correspondent, by Emma Brown.
PR people love a news hook. We’re always asking the same questions. Why now? What’s changed? Why should anyone care? All fair questions.
But what if the best time to speak to a journalist is before there’s a story?
It was one of the biggest takeaways from our recent conversation with Gordon Corera about how cybersecurity has evolved as a news story over the past 25 years, and what that can teach PR teams about working with journalists today.
Because journalists don’t necessarily start learning about an issue when it hits the headlines.
Often, they’ve been following it for months, or even years. They’ve spoken to the people who understand it, asked questions while there’s still time to ask them, and worked out who they trust to explain what’s happening when the story eventually breaks.
Take quantum. People in cybersecurity are already thinking seriously about what quantum computing could eventually mean for encrypted data. Outside specialist circles, it hasn’t necessarily had its big mainstream moment yet.
But it will. And when it does, journalists covering the issue will need to understand it very quickly.
The smart PR opportunity comes before that moment. If you know an issue is bubbling away, don’t wait until it’s on the front page to start talking about it. Offer a background briefing. Introduce someone who lives and breathes the subject.
It might not generate coverage tomorrow. That’s OK. Because when the story does break, you’ve already built the relationship, and the journalist already knows who to call.
And who should the journalist call?
Not necessarily the CEO.
There can be a temptation to reach for the most senior person in the room. CEO, CTO, CISO. Impressive acronym. Job done.
But the most senior person isn't automatically the most interesting.
Sometimes a journalist wants the researcher who has spent three years looking at a particular problem. Or the threat analyst who can explain a subject without making everyone in the room wish they'd brought a dictionary.
That expertise is valuable. Being able to explain it like a normal human being is even more valuable.
So, find those people in your organisation. Get them comfortable talking to media. Crucially, give journalists access to them.
And, people, brace yourselves: sometimes PR and comms need to get out of the way. We know. Deep breaths all round.
But some of the best media relationships are built directly between a journalist and an expert they trust. If you’ve found someone who knows their stuff, can explain it without disappearing into jargon and understands how journalists work, let them talk.
Sometimes the best bit of media relations is creating the relationship – then letting it work. That’s how you get ahead of the headline.
