Ransomware groups are increasingly using marketing tactics to boost their profits and intimidate victims. Experts warn against glorifying these criminals and engaging with them, unless it is in the public interest or provides actionable information. Ransomware groups actively court researchers and journalists, using encrypted messaging channels and even running bug bounty programs. They also promise to share information about victims with journalists before it is officially published. Some groups have given interviews to journalists to recruit new members or insult those who provide inaccurate coverage. Many ransomware groups operate from Russia, where the government seems willing to ignore their activities. Publicity is embraced by these groups as they already operate public data leak sites to shame victims into paying the ransom. By self-mythologizing, ransomware groups differentiate themselves from competitors and attract better affiliates. It is important for researchers and journalists to critically assess the claims and language used by these groups to avoid bolstering their reputation.
