Technologies such as artificial intelligence, along with other innovative solutions, are improving protection and response to cyber threats. But how can a cybersecurity company position itself in the media and stand out as a benchmark company? In this article we have compiled some recommendations for designing a successful strategic communication plan.
Keys to the cybersecurity industry
Before planning communication actions for a company in the cybersecurity sector, it is necessary to know some interesting facts about this market.
Is the number of cyber-attacks on companies a cause for concern? Yes, it is. Almost all companies believe that the volume of cyber incidents has remained the same or increased over the last year. In particular, 9 out of 10 executives are particularly concerned about the continuity of their organizations’ operations.
However, despite the recommendation to take preventive measures, cybersecurity is not always considered before an incident occurs: 64% of companies say that cybersecurity is included in business processes only in a reactive manner and only 2% feel confident in the control measures deployed.
These data reflect the fact that this is a priority sector for B2B relations, but it generates great insecurities and a lack of knowledge to deal with it. In fact, a Cisco report shows that, although the level of preparation in cybersecurity in Spanish companies has grown, it has not kept pace with the increase in the level of complexity and sophistication of cyberattacks.
How to lead opinion in the media?
Cybersecurity is a key sector and its topics are trending in the media. For example, it is common to find news (mainly negative) about big data leaks. Reports, figures and trends that shed light on the sector and its main players are also of interest.
How can we get into the main conversations in the press about cybersecurity? Some communication keys that we recommend applying in a public relations strategy are:
Become that reliable source of information
If you want the media to include you in their reports on cybersecurity, become a brand that provides them with valuable information; become a source. How do you do it? Take advantage of your company’s internal knowledge to generate unique data and points of view, which have not been covered by competitors before, and which help other companies and the general population to better understand the sector and the reality in which they work. Take advantage of communication channels such as LinkedIn or your website to make them known on your side.
Subscribe to the news!
Monitor the news and keep an eye on what’s new in the industry. The media may need an expert opinion on a cybersecurity event: why did it happen, how can it be avoided, what are the consequences? The availability of a company ‘spokesperson to answer journalists’ questions and queries will allow you to give your company visibility and position it as a reliable and expert player.
At LF Channel we have been working for more than two decades on the communication of large cybersecurity companies, generating valuable information and great media coverage. And we’re not just saying that: some of our campaigns have received majorinternational awards, such as the #AcceptAllCookies campaign we did for Avast, the well-known antivirus.
Do you want to improve the reputation of your brand in Spain? We can help you, contact us.