The key to great media relations is making it easier for journalists to do their jobs. StrategicAmpersand put this approach into practice by pitching timely stats from McAfee’s holiday cyber scam research. We secured a story with CTV News that zeroed in on how Canadians are targeted by cybercriminals during the season. A week later, the research proved useful a second time in a fresh CTV News story about Black Friday shopping scams. Then, late in the season, LifeLabs reported a data breach and CTV cited McAfee’s research a third time to provide context for cyber crime activity in Canada. The combination of local statistics and relevance to breaking news proved irresistible. When media see PR as a resource, clients win.
