It can feel like an odd time to see opportunity, but for cybersecurity marketers right now, that’s likely what you see. With so many millions of people being forced to do work and school from home, the size and scope of our business and educational networks has exploded.
These are networks that need protecting, and you have the technology to do it. What you don’t have is the attention of the market. You need a way to make sure the people making buying decisions know who you are. You need PR. But before you start making a cybersecurity PR plan, there’s something you should know. PR has changed.
Elements of a Modern Cybersecurity PR Plan
PR has forever been associated with media relations. And for most of the practice’s history, that’s sufficed. But society has evolved. Culture has evolved. The once powerful media isn’t as powerful as it was, and that once valuable media placement isn't as valuable as it once was. So, if all your cybersecurity PR plan includes is strategies on how to get media placements then it’s time for an update, because a modern approach to PR includes so much more than that.
A modern cybersecurity PR plan should include:
We all live in Google’s world, and as much as we may want it to be different, Google controls much of the visibility that we all desire. Where it was once happy to send traffic off in all sorts of digital directions, Google would just as soon keep that traffic on its site now.
But it’s given brands tools that allow you to manage your presence in search results. Part of PR is making sure you are taking advantage of those.
Analyst and Influencers
Analyst relations used to be something separate from public relations. The line that kept those two apart before is blurring now, especially since third-party validation is beginning to play a much more prominent role in buying process.
Google and buyers are prioritizing third-party customer review sites, with the search engine even sometimes prioritizing these sites over yours even when someone searches for your brand name. How you look on these sites is critical.
We have an increasing desire for third-party validation when it comes to choosing vendors and companies we work with. That’s why part a cybersecurity PR plan needs to be finding more customers who are happy and willing to become advocates for your brand.
Tier 1 Media
Yes, media relations are still an important part of PR, they’re just not the focus they used to be. And while a placement in a top-tier publication may not have the value that it once did, it’s still worthwhile.
Trade & Tech Media
While Tier 1 media is always the goal, don’t sleep on the media a tier or two down. Your buyers may be much more likely to see your mentions there than in the larger publications.
Your cybersecurity PR plan should also include how you are going to make sure the secured coverage actually gets seen by the right audience. You do that with targeted social and digital advertisements that put that coverage in front of the people you’ve already identified as your buyer.
Speaking and Awards
If you need to move fast and drive leads to your sales team quickly, there’s no better place to find a highly qualified audience than at a live event or tradeshow. A booth at one of these can be a good way to bring in a high number of leads. A speaking slot at one of these shows can be even better.
The right award given by the right organization can also vault quickly into the spotlight, assuming anyone is paying attention. And if the award is pay-to-play they may not be. So, be judicious. Still, awards should be part of your cybersecurity PR plan.
That’s a long list, but it’s because modern PR isn’t just about establishing relationships with reporters and placing stories. It’s about managing every aspect of how your business relates to the public and establishing trust with your target audience.
eBook: How Cybersecurity Providers Can Build Trust
Today, even with everyone investing in some sort of cybersecurity protection, there’s still a near-constant threat of cyberattacks.
As a cybersecurity company, there are a few things you can do to build trust with your customers.
We love helping mid-market B2B tech companies like yours grow with purpose. If you are wanting to turn this moment into momentum, let us tell you how we can help.
Jarrett is responsible for the creation and implementation of client content strategy, ensuring not only is the right message being communicated but that it's being communicated in the right places using the right methods.