Cutting Through the Noise: PR Strategies for Cybersecurity Firms
Another day, another cybersecurity briefing dropping into my inbox. As someone immersed in cybersecurity PR, keeping up with the latest breaches, threats, and solutions is part of the course. But for companies in this increasingly crowded space, keeping pace is no longer enough. Strategic communication that cuts through the noise is essential to stand out among the clamour of voices in this burgeoning industry.
From Niche to Non Stop
In my 5+ years in cybersecurity PR, I’ve seen the industry’s media presence steadily evolve from niche, tech-centric publications to front-page news. A few years ago, mentioning ransomware or 2FA in casual conversation earned you confused looks from all but the biggest aficionados. Now, even our parents know basic cybersecurity terms. High-profile breaches like SolarWinds, Colonial Pipeline, and proliferating online scams have made cybersecurity impossible to ignore for consumers and businesses alike. Consequently, the number of cybersecurity vendors has exploded to over 3,000 globally, all vying for a share of the $200 billion market. Combine this with the media’s appetite for sensational headlines, and we face a landscape saturated in hype.
However, even as cybersecurity enters the mainstream, room for growth remains. Emerging technologies spawn new threats that continue to capture public attention. AI and quantum computing pose novel risks that are slowly entering enterprise and consumer consciousness. For cybersecurity firms, this presents an exciting yet challenging opportunity. In an already crowded media space, companies must uncover ways to make their voices stand out during the next wave of growth and awareness. The world has awakened to cyber insecurity, but still has much to learn. Companies that strategically guide this learning process through thoughtful communications will prosper.
Strategy Is Key
So, what’s the best road to take? For many firms, the temptation often arises to latch onto major breach stories or comment on the latest trending topics. However, short-term headline grabbing rarely builds enduring brand value. Instead, companies need strategic communications plans that convey their specific value proposition and narrative. Without this, firms risk falling into common traps:
Left Behind: Lacking aligned messaging risks falling behind agile competitors who quickly establish thought leadership. The 24/7 news cycle rewards those most adept at capitalising on emerging topics.
Ambulance Chasing: Pursuing major breach stories can backfire, leading audiences to associate your brand only with attacks rather than solutions, potentially angering future customers or industry bodies.
Lost in the Crowd: Unique positioning provides clarity and makes your offering more understandable to customers and journalists. Unless you lead a category, failing to differentiate will leave you drowned out.
Off Track: Commenting on irrelevant stories solely because they are high-profile damages credibility. Journalists and audiences will eventually question firms weighing in outside their expertise. Staying in your lane keeps messaging credible and on-strategy.
Consult the Experts
As cybersecurity firms focus intensely on building innovative products and honing internal processes, it can be easy to lose sight of the wider picture needed to craft strategic communications. That is where outside expertise comes in. Experienced PR consultants sit at the intersection of your brand, the media landscape, and your customers. An objective external perspective to define your unique positioning and strategic narrative is essential. PR experts help you zoom out from the daily demands to see the big picture. They ensure your story stands out among the clutter, and understand what it takes to build trust and confidence with your audiences amidst the hype.
Trust Is Paramount
The cybersecurity space will only grow noisier, but firms willing to tune out the hype and orchestrate strategic communications can rise above the din. At TFD, I’ve helped multiple clients cut through the clutter by developing targeted positioning and messaging showcasing their unique strengths. The results speak volumes – increased leads, sales, and most importantly, trust. Trust is the most valuable currency in cybersecurity. Strategic PR provides the blueprint for companies to build reputations and customer confidence amid the commotion. With focus, restraint, and clarity of purpose, cybersecurity firms can craft communications that inform, inspire action, and drown out the white noise.