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Recently updated on January 30th, 2024
The US government isn’t the only agency experiencing the impact of digital warfare, as well as the cost of public relations. Events of cyber-attacks are constantly on the rise throughout the world. The demand for cyber security services was never higher than it is today. Also, those services need to find ways to promote themselves in a digital world.
Whether it’s a world-renowned corporation, an airline organization, a hospital, or anything else, data protection is of the utmost importance. Back in March, the healthcare-related debt collection firm called American Medical Collection Agency realized that cyber perpetrators breached their security walls and that those perpetrators had been doing it continuously for over a year. The data for millions of clients spread across several AMCA contractors, including LabCorp, found that their information had been compromised.
The world is perfectly aware of the extreme power of ransomware, especially when you consider the events experienced by T-Mobile and British Airways. The worst thing about it is that no company can prepare itself appropriately to deal with such threats. Due to the prevalence of such attacks, cyber security is of the utmost importance at the moment. Those who offer critical security services can take advantage of the ever-growing market demand.
Establishing better public relations will also have an impact on the bottom line. If designed and executed appropriately, a PR program can build awareness and even develop a lead flow. Everyone from startup firms to KPMG needs to invest in digital advertising services and other smart public relations strategies.
Here you’ll find five tips to help you achieve the same.
1. Creating marketable weekly/quarterly report
By creating a deck of achievements, deterred attacks, and other easily marketable wins, you can build awareness. Wonky publications, such as trade reports are eager to display specific case studies. When you highlight the tangible benefits of the services you can offer, you will prove that your customers are happy.
The media benefit of these studies is almost invaluable to a business that deals in technology-based products or services, but you shouldn’t lose your path among the weeds. You must focus on the bottom line and the results of the product. Security companies are perfectly aware of the importance of being extra cautious while monitoring clients. However, most of the case histories in this particular category are “blind.” Understandably, it limits their usefulness.
2. Prepare a fast-response bureau
Industry leaders and CEOs can position and reposition themselves as specialists through a proactive response team. By having a protocol of responding quickly to industry trends and breaking news, it’s possible to gain traction in a digitized world. Organization executives can get their names and insights in the news by commenting on data breaches or other significant stories. Sooner rather than later, they’ll begin speaking at conferences and expressing their opinions on topics associated with cyber security in renowned publications.
As such, you need a team of people to be ready to scan the news and seek out reactive opportunities. You mustn’t trifle with this requirement as it’s vital. Then again, the window for countering to news opportunities is short. Sometimes, it’s as small as four hours. Only the nimblest of companies will benefit from a quick response program.
3. Pegging risks with price tags
Risks concerning security exist on multiple levels. You have to look at investments in context. In doing so, the benefits will appear significantly more meaningful to those who sign a contract once they understand how cyber security risks affect their bottom lines. It isn’t just a matter of disrupting operations. There’s also the matter of reputation and associated repercussions that will stick around for years if not longer.
4. Benefits over technologies
The category analysts and technical media will probably want to plow through what you have to offer in a bid to understand what it can do. Just make sure that you don’t lose sight of your goal. Technology features aren’t going to give you what you seek.
Most audiences expect you to present your product in a “big picture” strategy that focuses on the benefits it has to offer and not the features it possesses. Scare tactics aren’t worthwhile, either. Nevertheless, it can be effective for you if you tell a story about why you’re successful and what you can do to protect critical and sensitive assets.
5. User customization
Differences exist between every user. So, what’s the point of tailoring a cyber-security package by following the one-size-fits-all approach? It’s crucial for companies to offer various packages for customers to explore and choose from – whether it’s for a small business aiming to scale, a massive business organization, or an individual.
There are cyber security packages available in the market that managed to achieve this requirement. Some of them offer different versions too. It even comes in handy while adopting a more consultative relationship as the risks of breaches or intrusions keep changing from time to time.
Final words
So, what did you learn from this write-up? You need to rethink your year-end reports, especially if the media doesn’t bite on your latest revelations. Then, you must consider breaking cyber-security stories as they offer excellent opportunities for media coverage.
Apart from that, you must prepare your cyber-security experts so that they are always ready to face the camera. It works best if you can provide them with some guidelines concerning media training. Finally, you need to become a thought leader and ensure that your content stands out from the rest. If you follow these tips, PR ventures will become easier for your cyber-security company.