In an era of ‘security tool fatigue’, it’s more important than ever for cyber security companies to stand out from the crowd.
It’s not strange that as tech PR professionals, we find our practices constantly re-defined by the evolution of the technology industry and the trends dictated by regulation and today’s economic climate. Like everyone, we’re beware of Brexit, acclimatising to automation, and getting ready for GDPR one step at a time.
It’s our job to help clients deal with the impact of these ‘game-changers,’ making sure they don’t become show stoppers. And if a client is offering a solution for businesses to tackle the issue of the day, it’s on us to help them stand out in a crowded marketplace.
Let’s take cyber crime for example. It’s pulled the rug right out from under multinationals, SMEs, health care organisations and governments alike over the last few years. In fact, due to the sheer number of organisations falling victim to cyber crime, there has been a flurry of cyber security companies entering the market, all trying to build profile, fast.
PR can play a key part in addressing this challenge. Here are a few ways cyber security companies can adapt their PR and marketing strategies to make sure their messages really resonate and grab the attention of journalists and prospects alike.
If you are going to respond publicly to a high level breach, make sure it is one that is in your sweet spot and you have a relevant case for news jacking. Speed is of the essence here though – like all good ‘rapid response’ opportunities, the first good comments to make it to the journalists will be the ones to make the cut.
Simply put, no organisation is bullet proof when it comes to cyber crime. This point has been highlighted by many industry leaders, including the Head of the National Cyber Security Centre, Ciaran Martin. He believes the UK is lucky to have so far avoided a “category one” attack, targeting infrastructure like energy companies and financial services.That being the case, there’s no point in pursuing a PR strategy based on 100% defence.
When it comes to security tools, companies are frequently in the position of having over-invested in the past, only to now be faced with a sprawling mass of unconsolidated protection.Whenever a new threat happens, internal teams tend to adopt different tools, ending up with multiple tools that overlap in function. It’s a risky move to bring this all under one roof, especially with compliance issues to consider.For vendors, PR and messaging that presents how their solution can easily integrate is the way forward. Case studies are an excellent way to achieve this, especially when statistics and demonstrable benefits can be featured. With the help of a strong PR team, building silhouette stories can be a powerful weapon in any vendor’s armoury.
Cyber security PR needs to speak to the masses, and usually this means delivering big, clear and straightforward messages. When Symantec’s Security Chief claimed four years ago that ‘antivirus is dead’ as the firm launched more services and cloud security, the message really resonated. More to the point, it was a compelling point that didn’t use technical jargon. In the cyber security space, messages need to be as bold as cyber criminals, and as effective as the solution benefits they preach.
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