Derbycon gives security professionals an opportunity to get the word out about research, or educate peers on issues and potential solutions. Working with the press is an excellent way of taking this to the next stage by reaching a broader audience and increasing the potential impact. News coverage can be a valuable way of building your brand and credibility. However, getting media coverage is not a simple process. Security is complex, and all too often we see stories over, hyped or misunderstood, with nuanced details missed or mixed up. At the other end of the spectrum, important research frequently goes unnoticed because the researchers weren’t sure how to share their findings with the media, or didn’t do so effectively. This session will help you avoid these pitfalls, teaching you how to build effective communications with press. We will cover: 1. A day in the life of a reporter 2. Tips for building a compelling story 3. Ingredients of a successful pitch 4. How to brief media 5. Ways to get quoted more frequently It will then conclude with a brief Q&A in which a seasoned reporter and a communications professional will field audience questions.

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