Twelve minutes that became forty links
The scene: a cybersecurity client, a junior PR coordinator, and a journalist request that landed at 4:51pm asking for an expert on a fresh data breach. Most teams would have circulated it internally and replied the next morning. The setup was that we'd already prepped our CISO with a one-page breach-response template months earlier.
The angle was simply being first with substance. We replied in twelve minutes with three usable quotes and one specific number on average breach detection time, 207 days, with the source attached so the reporter didn't have to verify.
The result: that single response was quoted in the original article, then syndicated across the outlet's network into 40 follow-on pieces, 31 carrying a link to our CISO's profile. Over the next quarter, the same prep template fed 14 more reactive placements because the reporter kept us on speed dial.
A reporter later said, 'You're the only source who answers before deadline with the stat already cited.'
Lesson: Reactive PR isn't won at the pitch. It's won by the prep that lets you answer in minutes, not hours.
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Twelve minutes that became forty links
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