Cybersecurity Public Relations: Bridging the Information Gap

Cybersecurity Public Relations

Cybercrime now costs an estimated $10 trillion per year. Cybersecurity is no longer just an IT problem; it’s a concern that should be reverberating throughout all levels of an organization and its external stakeholders. As cyberattacks increase, so too does the responsibility of cybersecurity companies to not only develop cutting-edge solutions, but to effectively educate the marketplace on what is working, what needs improvement, and what can we expect in the near future. This is where cybersecurity public relations comes in to bridge the information gap.  

Breaking Down Complex Cybersecurity Issues

Cybersecurity isn’t just about having the latest technologies or the most comprehensive audits. It’s also about communication. The first hurdle that cybersecurity firms must overcome is the education of all stakeholders.

Cybersecurity issues are not only often complex, but they are rapidly evolving. The latest innovations and concepts require more explanation. Training can take on many forms, but the first step is knowing that an organization may have a problem.

Cybersecurity PR is different than traditional public relations in that instead of relying on press releases, it looks to generate insightful, educational, and even industry-disruptive articles that are widely published within the media. By taking this tactic, cybersecurity firms can demystify complexities, point out common pain points, and emphasize key differentiators. This clarity is essential for growing awareness and growing credibility. It also helps foster organizational cultures that prioritize cybersecurity.

Cybersecurity Public Relations Highlights Risks and Benefits

The main goal of cybersecurity public relations is to inform and persuade. This means highlighting not just the risks associated with inadequate cybersecurity measures but also the benefits of adopting robust solutions.

For example, according to the latest DBIR from Verizon, roughly 1/3rd of all breaches involved ransomware or some other form of cyber extortion. In fact, ransomware was the top threat across 92% of all industries. Therefore, cybersecurity companies would benefit from addressing the need to better educate the workforce on common ransomware threats and the latest techniques employed by threat actors.

Cybersecurity companies should articulate the potential consequences of security breaches in a way that resonates with the specific interests of their audience. For B2B customers, this could include the cost implications of data breaches, such as lost business, regulatory fines, and damage to reputation. Conversely, the benefits of effective cybersecurity measures should be framed around business continuity, competitive advantage, and trust in customer relationships.

Addressing Common Pain Points

Effective messaging requires an understanding of the audience’s pain points. For instance, a common pain point for many businesses is compliance with industry regulations. However, focusing on simply checking the compliance box does not create a cyber-ware culture. Therefore, cybersecurity firms can craft messages that speak directly to these concerns, emphasizing how their solutions go beyond compliance and can reduce the risk of becoming the victim of a breach. 

Another common problem many businesses report is inadequate employee training and the increasing prevalence of phishing attacks. A cybersecurity company could then address that trend by producing cybersecurity public relations content that details some of the latest advancements and techniques for educating employees. With real-world examples, this content could also demonstrate how investing in phishing prevention is less costly than dealing with the aftermath of a successful phishing attack.

Then when the article is published, the cybersecurity firm could utilize the content to build out a marketing ecosystem across all its owned channels. This cohesive content strategy helps to drive customers through the sales funnel developing top-of-funnel awareness, mid-funnel education, and bottom-of-the-funnel trust and credibility – which is required to close any deal.  

Driving Innovation Through Cybersecurity Public Relations

Cybersecurity PR plays a crucial role in showcasing a firm’s innovations, from new cybersecurity products and solutions to innovative approaches to cyber threats, setting new industry trends, and establishing benchmarks that others aspire to.

Highlighting their innovative approaches and successes allows cybersecurity firms to draw interest from potential partners, investors, technology developers, and academic institutions. All of which are keen to collaborate on next-generation cybersecurity solutions.

For instance, consider the case of cyberconIQ, a cybersecurity firm that utilized B2B PR to highlight its groundbreaking approach to cyber threat management. With the help of Rankin PR, cyberconIQ launched a targeted PR campaign showcasing its unique behavioral-based cybersecurity awareness model, which customizes security training according to each individual’s risk profile. This innovative method not only set new industry trends but also captured the attention of leading technology and cybersecurity media.

As a result, cyberconIQ was featured in more than 100 media articles in several leading trade publications, showcasing how effective cybersecurity PR can enhance a company’s visibility, awareness, and credibility as well as position it as an innovator in the space.

Emphasizing Business Necessity

It is also crucial for cybersecurity PR messaging to emphasize the fundamental aspect of modern business operations. This requires treating security as more than a technical issue to be managed by IT. Instead, it should be presented as an integral part of the overall strategic business planning.

This approach not only elevates the conversation but also ensures that cybersecurity is seen as a priority at the highest levels of leadership. Messaging should communicate that proactive cybersecurity contributes to overall business health, safeguarding not just data but also the trust of partners and customers.

Engaging with Thought Leadership

For cybersecurity firms, effective cybersecurity public relations is not just a tool for communication. It is a strategic asset for leadership and market positioning. To truly lead the conversation, cybersecurity firms must establish themselves as thought leaders. This goes beyond promotion. It involves a deep commitment to educating the market and providing valuable insights. This enables clients to better understand and navigate the complexities of cybersecurity.

By doing so, cybersecurity firms empower their clients with knowledge, equipping them with the tools and understanding necessary to enhance their defenses against rapidly shifting cyber threats.

This proactive approach to PR requires engaging with the community to spearhead discussions on emerging threats, defense mechanisms, and the future of cybersecurity. Through articles in the press, podcasts, speaking engagements, etc., firms can use PR to disseminate their insights and predictions for the industry, engaging with a broad audience of B2B customers, peers, and even regulators.

Consistency Across Marketing Channels

Finally, cybersecurity firms must ensure that their messaging is consistent across all media channels. The way a company communicates across various media channels can significantly impact its brand perception and credibility. Consistency across channels ensures that the core reaches and resonates with the target audience, regardless of the medium.

When a firm’s communication is fragmented or varies greatly between channels, it can confuse potential clients and dilute the brand’s impact. On the other hand, uniformity in messaging reinforces the firm’s identity and helps to establish a strong, trustworthy brand. Whether through press releases, social media, blog posts, or direct communications, the core message should remain clear and aligned with the company’s brand values.

Cybersecurity PR Delivers ROI

More than just conveying information, effective PR creates an informed, alert, and responsive environment. This ensures cybersecurity is viewed as a shared responsibility. It also bridges the gap between technical expertise and business strategy. This ensures that all parties understand the critical nature of cyber threats and the solutions required to mitigate them. This alignment is essential. It drives home the message that cybersecurity is a critical pillar of modern business operations. It also safeguards not only data but also trust and continuity.

By generating cybersecurity PR, companies can see a return on their investment through inbound leads. They can also dramatically shorten sales cycles, increase their perceived value, and often increase their pricing among other aspects. A cybersecurity PR agency can, and should, also lay out the groundwork for which KPIs they will be tracking. With monthly reporting, cybersecurity companies can then make adjustments. That way both the PR and content marketing campaigns align with the market demands.

Looking for assistance? We’re not phishing for compliments, but we are well-versed in creating PR plans across all B2B industries, including cybersecurity!