Three newsjacks, three pieces of coverage

99 sec

from the story landing to it being flagged as relevant to the client

3h 19m

from the story landing to the comment reaching journalists

71%

of the journalists pitched opened it, 10 of 14

The brief

The client is a software supply chain security vendor. Its market moves on incidents: when a widely used package is compromised, security journalists write the story within hours and look for someone credible to explain what it means. Being useful on the day is worth more than any planned campaign, and being a day late is worth nothing at all.

The problem is speed. Spotting the story, deciding it is relevant, drafting something the spokesperson will actually say, getting client sign-off and reaching the right journalists usually takes longer than the news cycle allows.

What we did

Attackers hijacked Axios, a JavaScript library downloaded around 100 million times a week. Agentcy flagged it, we drafted the comment around the spokesperson's established view, and the approved pitch went to 14 matched journalists at Dark Reading, The Register, Reuters and elsewhere.

How it ran, March 2026

1. 31 Mar
   07:03The Axios attack story lands in the news feed
2. 31 Mar
   07:04Proposed as a newsjack: squarely in the client’s field
3. 31 Mar
   09:35Comment drafted around the spokesperson’s view
4. 31 Mar
   10:16Spokesperson, client and our team sign it off
5. 31 Mar
   10:22Pitched to 14 matched journalists
6. 1 Apr
   09:13DevOps.com runs the quote word for word

DevOps.com · 1 April 2026North Korean Hackers Suspected in Supply Chain Attack on Popular Axios ProjectThe spokesperson’s comment ran word for word the morning after the pitch. 169,000 monthly readers.Read it on DevOps.com →

Then it happened twice more

Anthropic's Project Glasswing. Pitched to 34 journalists including the FT, WSJ, TechCrunch and Sky News. Twenty-two opened it. IT Brew quoted the spokesperson the next day.

G7 guidance on AI software bills of materials. The comment went out mid-morning. SecurityWeek, with 457,000 monthly readers, ran the quote word for word the same day.

SecurityWeek · 14 May 2026G7 Countries Release AI SBOM GuidanceQuoted word for word the same day the guidance landed. 457,000 monthly readers.Read it on SecurityWeek →

Why it worked

Nothing here required a bigger budget. It required knowing within seconds that a story mattered, having a spokesperson position already agreed so drafting was editing rather than inventing, and a pitch list built from who actually covers the beat. The rest is the discipline of doing it three times.