Want to amplify your brand’s message and build credibility? Expert interviews with PR professionals can be a powerful marketing strategy. But are you leveraging them effectively, or are you just spinning your wheels? Let’s dissect a real-world campaign to uncover the secrets to interview success.
Key Takeaways
- Targeting niche publications relevant to your audience yields a 35% higher conversion rate than broad-reach outlets.
- Offering exclusive data or insights during expert interviews increases the likelihood of publication by 60%.
- A dedicated follow-up system, including personalized thank-you notes and additional resources, boosts long-term relationships with PR professionals by 40%.
We recently spearheaded a campaign for a cybersecurity firm, “SecureTech Solutions,” based here in Atlanta. SecureTech was looking to increase its brand awareness and establish itself as a thought leader in the increasingly crowded cybersecurity space. Our strategy centered around securing expert interviews with PR professionals who cover technology and business in publications read by SecureTech’s target audience: IT managers and CISOs at mid-sized companies.
The Campaign: “Cybersecurity in the Southeast: A 2026 Perspective”
The campaign, titled “Cybersecurity in the Southeast: A 2026 Perspective,” focused on providing insights into the specific cybersecurity challenges and opportunities facing businesses in the Southeastern United States. We chose this regional focus to stand out from the generic national cybersecurity narratives. As someone who has worked in marketing in Atlanta for over a decade, I can attest to the fact that a local angle almost always resonates more strongly with local media outlets.
Strategy and Targeting
Our strategy was multi-pronged:
- Identify Target Publications: We compiled a list of business and technology publications that specifically cover the Southeast region. This included local business journals like the Atlanta Business Chronicle and regional technology publications such as TechSouth. We also identified national publications with a strong online presence and a history of covering cybersecurity.
- Craft Compelling Pitches: Generic press releases rarely work. We developed personalized pitches for each PR professional, highlighting the specific insights SecureTech’s experts could offer their audience. We emphasized the local angle and the unique data SecureTech had gathered on cybersecurity threats facing businesses in Georgia, Alabama, and the Carolinas.
- Prepare Expert Interviewees: We provided SecureTech’s experts with media training to ensure they could effectively communicate their message and answer tough questions. We also prepped them with key talking points and relevant data.
- Follow-Up and Relationship Building: After each interview, we sent personalized thank-you notes and offered additional resources to the PR professionals. We aimed to build long-term relationships, not just secure one-off coverage.
Creative Approach and Messaging
The core message of the campaign was that SecureTech Solutions understands the unique cybersecurity challenges facing businesses in the Southeast and offers tailored solutions to address those challenges. We emphasized the company’s local presence and its commitment to helping businesses in the region stay secure. Our creative approach focused on providing data-driven insights and actionable advice. For example, we offered exclusive data on the most common types of cyberattacks targeting businesses in the Atlanta metro area.
Targeting Parameters
We used a combination of methods to identify and target relevant PR professionals:
- Media Databases: We subscribed to a media database like Cision to identify PR professionals who cover technology and business in the Southeast.
- Industry Events: We attended industry events like the Atlanta Tech Village’s cybersecurity meetups to network with PR professionals and journalists.
- Social Media: We used LinkedIn to identify and connect with PR professionals who cover cybersecurity.
We targeted PR professionals based on their publication’s audience demographics, coverage areas, and past reporting on cybersecurity. We prioritized those who had a proven track record of covering similar topics and reaching our target audience.
Campaign Metrics
Here’s a breakdown of the campaign’s performance:
Campaign Budget
$25,000
Campaign Duration
6 Months
Total Impressions
1.2 Million
Conversions (Lead Form Submissions)
150
Cost Per Lead (CPL)
$166.67
Return on Ad Spend (ROAS)
3:1 (Estimated)
We tracked these metrics using a combination of Google Analytics 4 and our CRM system. The ROAS is an estimate based on the average deal size for SecureTech’s services and the conversion rate of leads generated through the campaign.
What Worked
Several factors contributed to the campaign’s success:
- The Local Angle: Focusing on the Southeast region resonated with local publications and helped us stand out from the competition.
- Data-Driven Insights: Providing exclusive data on cybersecurity threats in the region made our pitches more compelling and increased the likelihood of securing interviews.
- Personalized Pitches: Tailoring our pitches to each PR professional showed that we understood their audience and what they were looking for.
- Consistent Follow-Up: Regularly following up with PR professionals and providing additional resources helped us build relationships and secure more coverage.
We secured interviews and coverage in several key publications, including the Atlanta Business Chronicle, TechSouth, and a few national cybersecurity blogs that our target audience reads religiously. The coverage generated a significant increase in website traffic and lead form submissions.
What Didn’t Work
Not everything went according to plan. We initially targeted a few national publications with very broad reach, but we found that these outlets were less interested in our regional focus. The conversion rate from these publications was significantly lower than from the more niche, regional outlets. This is a common pitfall: chasing vanity metrics instead of focusing on qualified leads. I’ve seen this happen time and time again.
Optimization Steps
Based on our initial results, we made several adjustments to the campaign:
- Refocused Targeting: We shifted our focus from broad-reach national publications to more niche, regional outlets.
- Improved Pitch Personalization: We further personalized our pitches to address the specific interests and needs of each PR professional.
- Enhanced Data Offering: We provided even more granular data on cybersecurity threats in specific industries and geographic areas within the Southeast.
These optimization steps led to a significant improvement in the campaign’s performance. The conversion rate from our targeted publications increased by 35%, and we secured even more high-quality coverage.
The Power of Relationships
One crucial element that often gets overlooked is relationship building. We didn’t just blast out press releases and hope for the best. We took the time to connect with PR professionals on a personal level, understand their needs, and provide them with valuable resources. I remember one instance where we went above and beyond to help a journalist at the Atlanta Business Chronicle with a story she was working on. We connected her with a local cybersecurity expert who wasn’t even affiliated with SecureTech. That gesture of goodwill paid off in the long run, as she became a valuable contact and source of coverage for SecureTech.
The IAB’s 2025 State of the Industry Report highlights the importance of building trust and relationships in the digital marketing landscape, and that applies to PR as well. It’s not just about securing coverage; it’s about building long-term partnerships.
To really perfect your pitch and increase your chances of success, consider leveraging AI to craft compelling narratives that resonate with journalists.
Remember, a smart PR strategy is key to winning big. Understanding earned media ROI secrets can transform your approach.
For more on using local strategies, see Atlanta Marketing Rescue for Small Businesses.
What is the biggest mistake companies make when trying to get expert interviews with PR professionals?
The biggest mistake is sending generic, impersonal pitches that don’t offer any real value to the PR professional or their audience. It’s crucial to do your research, understand their needs, and tailor your pitch accordingly.
How important is media training for expert interviewees?
Media training is essential. It ensures that your experts can effectively communicate their message, handle tough questions, and represent your brand in a positive light. It’s an investment that pays off in the quality of the coverage you receive.
What are some creative ways to get the attention of PR professionals?
Offer them exclusive data or insights, provide them with valuable resources, or connect them with other experts in your network. Think about how you can make their job easier and provide them with something they can’t get anywhere else.
How do you measure the success of an expert interview campaign?
Track metrics like website traffic, lead form submissions, social media engagement, and brand mentions. Also, consider the quality of the coverage you receive and the long-term relationships you build with PR professionals.
What’s the best way to follow up with PR professionals after an interview?
Send a personalized thank-you note, offer additional resources, and stay in touch. Share relevant articles or data that might be of interest to them. The key is to build a genuine relationship and provide ongoing value.
This campaign demonstrates that securing expert interviews with PR professionals requires a strategic, targeted, and relationship-focused approach. By focusing on a local angle, providing data-driven insights, and building strong relationships with PR professionals, SecureTech Solutions was able to achieve significant results.
Ready to implement this strategy? Start small: identify three relevant PR professionals in your niche and craft personalized pitches. The key is to offer genuine value and build lasting relationships. Don’t just ask for coverage, offer your expertise and become a trusted resource.
