Building a multi-country or global presence in the media means delivering a consistent message in a way that resonates with the local audience. Successful media campaigns designed to create thought leaders are about building constructive relationships with local journalists.
The Code Red agencies have such relationships with journalists reporting on cyber security and related topics across all types of media: broadcast, national, vertical and trade press. As a client you can benefit from these existing networks to get your spokespeople quick and meaningful attention in the media.
We help our clients to develop not only the central messaging, but also ensure that it resonates in the local market. This is achieved through emphasising local angles, briefing local spokespeople and timing. Timing is critical from allowing enough time for translation, to forward planning to ensure that any media activity avoids local holidays, major industry exhibitions or other events likely to influence the media agenda.
News hijacking is another area that requires fast turnaround, sign off and coordination. Depending on the time of day stories break, the local agency team will work with the local spokesperson to create an approved comment to be shared with other agency team members for translation or localisation to maximise coverage.
One common complaint we hear from prospects is that their agencies are competing against each other for coverage. As the agencies in the Code Red team work together, the emphasis is on collaboration and optimising global exposure. This avoids the embarrassment and inefficiency of multiple agencies competing for the same journalist or unexpected ‘embargos’ in one market that may dissuade publications in other regions from carrying a story. Our goal is to build a virtual global PR team that shares materials, successes and ideas to oil your global PR machine to produce the best results.