Walker Sands is thrilled to have recently hosted an incredibly interesting fireside chat with Joseph Cox, the former VICE News journalist who co-founded a news outlet called 404 Media in the summer of 2023 with three other tech reporters.
The disruptive new media publication, which is subscription-based – $100 a year gets you full access to the site’s articles – focuses on beat reporting, investigations, and scoops about hacking, cybersecurity, artificial intelligence, surveillance, privacy, and “the democratization of the internet.”
Joseph is also the author of Dark Wire – a newly released book on a secretive tech startup created and run by the FBI as a way of wiretapping criminal cartels around the world.
During our conversation, we discussed how Joseph and his team are redefining how cybersecurity stories are covered, the shift to independent journalism and how to navigate this rapidly changing media landscape. Our main takeaway: PR needs to adapt to the media’s evolving needs.
How We Can Engage With Today’s Media Landscape
Independent journalists and influencers like Joseph represent a massive shift in media. The news media industry isn’t necessarily shrinking but shifting, as traditional newsrooms are declining with new media formats emerging.
For PR professionals and cybersecurity marketers, Joseph and 404 Media’s approach signals the need for a more strategic, relationship-driven media engagement strategy.
During our chat, Joseph explained why he is less inclined to engage with PR pitches and marketers in general. While he’s open to insights and research from sources he trusts, he prefers to talk to the researchers directly to build real relationships that can serve his investigative journalism.
As PR pros know, this approach requires a long-term investment. It can be challenging for some clients and organizations who rely heavily on traditional PR tactics. Still, these relationships can be reinforced with ongoing interactions and an understanding that the journalist’s role is to investigate, not to amplify client messaging.
This formula has created a high bar to entry for PR professionals, but Joseph’s work has never been more important. To engage effectively with independent outlets like 404 Media, PR professionals should focus on fostering genuine relationships and providing valuable insights that can support investigative work. When the time is right and a story aligns with a journalist’s interests, the relationship is already in place.
The Rise of Independent Journalism
404 Media is a prime example of how independent journalism can thrive outside traditional newsrooms. As mainstream outlets face mounting challenges, specialized publications and independent media like 404 Media are filling gaps in fields like cybersecurity.
The approach that 404 Media is taking marks a shift from standard news reporting to in-depth investigative journalism rooted in relationships and authentic sourcing. In Joseph’s case, these sources include cybersecurity experts, tips from subscribers and even cybercriminals with whom he has established rapport. This hands-on approach allows 404 Media to cover stories that might otherwise be overlooked or misunderstood in a conventional newsroom.
With 404 Media’s subscriber model, subscribers are not only providing financial support but are often a valuable source of story leads. For PR and marketing professionals, this model forces us to depart from our traditional press outreach. Rather than relying on pitches, Joseph and his team form connections with sources over time, often virtually or at industry events and conferences.
Embracing Change in PR for Cybersecurity
The evolution of media is a reminder that PR and marketing strategies must adapt with both clients’ and media’s changing needs. Independent journalism is reshaping the media landscape — and that isn’t a bad thing. By prioritizing authenticity, cultivating trusted relationships and understanding the unique needs of journalists like Joseph and his peers, we can navigate this shift successfully and have a real impact on storytelling across industries.
Looking to enhance your brands’ media outreach? At Walker Sands, we leverage strong reporter relationships and deep industry knowledge to help our clients secure impactful coverage. Reach out to our team today to learn more about how we can support your PR efforts and position your brand for success!
