Since the advent of the internet, businesses worldwide have faced a growing concern in cybersecurity. The frequency of cyberattacks has consistently risen year after year, and experts project this trend to persist into the foreseeable future. Moreover, cybercriminals are becoming increasingly sophisticated, adept at identifying the smallest network vulnerabilities and exploiting them without the company’s knowledge.
However, not all is bleak. The cybersecurity industry has witnessed a significant upswing, with companies strengthening their cyber defences. One effective strategy to distinguish oneself is to invest in cybersecurity public relations. This not only enhances brand awareness but also showcases expertise and drives lead generation. Yet, in a crowded marketplace, the challenge arises: How does one truly stand out from the competition? We’ve outlined 5 cybersecurity PR strategies for today’s digital world.
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What is Public Relations (PR)?
Public Relations (PR) involves cultivating a positive image and fostering mutually beneficial relationships between an organisation and the various public communities, groups, and individuals it serves. In contrast to advertising, which aims to shape favourable impressions through paid messages, PR doesn’t purchase attention and publicity.
Instead, PR seeks to garner a positive image by highlighting noteworthy and attention-worthy activities of the organisation and its clientele. Hence, PR is frequently described as “earned advertising.”
What is Cybersecurity PR?
Public Relations in cybersecurity is a nuanced practice encompassing timely information dissemination and crisis management, essential for preserving the reputation of businesses and institutions.
Cybersecurity PR, or Cyber Public Relations (CPR), involves leveraging online media by government institutions, private businesses and general platforms to disseminate information strategically. This approach aims to build a positive image for the institution in the eyes of the public by humanising the narrative across the digital world.
Why Cybersecurity PR is important
In today’s world, cybersecurity threats have evolved significantly from the earlier days of digital existence. The emergence of innovative technology companies in the cybersecurity sector contributes to the dynamic nature of these new threats.
Digital businesses in the UK are at a relatively higher risk of facing cyber attacks, emphasising the crucial need for all online-operating businesses to have a well-established cybersecurity plan in place.
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Top 5 PR Strategies for Cybersecurity Companies
In a saturated market, the question emerges: How does one genuinely distinguish themselves from cybersecurity competitors? We’ve delineated five cybersecurity PR strategies tailored for the contemporary digital landscape.
1. Be Present on Social Media
Another crucial factor is upkeeping a digital and social media visibility, especially on X (formerly Twitter). This is essential as security reporters and influencers are highly engaged on X. Social media monitoring enables us to stay attuned to issues such as data breaches or vulnerabilities as they unfold.
2. Thought Leadership
This PR strategy may not yield immediate results, but through a consistent flow of content on influential platforms, cybersecurity firms can attract increased attention and interest in their solutions from the target audience. By positioning themselves as a trusted resource and industry expert, these companies become the first consideration whenever a potential customer seeks information related to their expertise.
Achieving this requires the creation of valuable, high-quality content on specific cyber security topics or guidance on protecting against various attacks. This content should then be published on pertinent and influential outlets.
3. Newsjacking
What does Newsjacking refer to? Newsjacking involves incorporating your perspectives and opinions into unfolding news stories.
News stories related to cybersecurity attacks often break into the news cycle swiftly, garnering extensive media coverage. In such instances, it is crucial for cybersecurity companies to promptly respond and issue a statement regarding the situation.
This presents a valuable opportunity for newsjacking, enabling cybersecurity firms to leverage both thought leadership and the creation of valuable content. By offering insights into the cybersecurity attack’s details, the motives behind it, and even the methods employed, companies can establish themselves as authoritative voices in the industry.
4. Use Relevant and Valuable Content
Crafting valuable content can significantly distinguish companies in the cybersecurity industry. It is essential for these companies to develop content that aligns with their branding while also setting them apart from their market competitors.
There are various strategies companies can employ to make their content stand out, such as delving into industry best practices or tailoring content for highly specific audiences. Given that most security companies operate within niche markets, achieving this is relatively straightforward.
They can opt to discuss overlooked but effective ways for companies to enhance their protection against cybersecurity attacks or engage in dialogues with fellow professionals in the cybersecurity space, garnering attention both from the public and media outlets.
5. Work with PR Professionals
involving your PR team early in the process is vital, particularly if securing media coverage is a primary objective. PR professionals possess established relationships with reporters and understand what captures their interest. They skillfully blend the preferences of reporters with the strategic goals of vendors’ media strategies, fostering a mutually beneficial relationship.
Collaborating closely with a PR team significantly contributes to shaping how stories are presented to the media, ensuring the success of your campaign. The framing of stories in the media plays a pivotal role in establishing brand identity within the market, a process facilitated by a clear set of messaging, as mentioned earlier.
