Sharing a longer term experiment. Client is a small cybersecurity firm. Instead of campaigns, we focused on making the founder a known source journalists come back to.
What we did over 6 months:
– Wrote a proper expert bio page with credentials and past commentary
– Pitched short, specific opinions on breaking breaches, always with one concrete number or detail
– Kept a list of every journalist who used a quote and sent them a short thank you plus an offer to help again
– Never pitched the product
Results: 27 pieces of coverage, 14 followed links, and by month 5 three journalists were emailing us directly asking for comment before stories went live. That’s the part that made it worth it, since inbound requests take almost no time.
What didn’t work: the founder going on about the company in quotes. Those got cut every time.
Has anyone else run this kind of long game for a client? How did you keep the client patient in months one and two when nothing much happened?
.
