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.
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.
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.
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.