As data breaches rise, cybersecurity companies can seize the moment

Digital marketing and smart PR are essential for organizations in business to safeguard vulnerable, high-profile targets.

Cyberattacks are on the rise worldwide.

There’s never been a greater demand for security services than today, and companies providing those services have to market themselves in a digital world.

In March, American Medical Collection Agency discovered it had been breached for over a year. Data for millions of customers across multiple AMCA contractors, including LabCorp, saw their information compromised.

Companies including British Airways and T-Mobile have fallen victim to extreme ransomware and cyber breaches in the past year, and most companies are woefully unprepared for this growing threat.

The prevalence of such attacks places a premium on cybersecurity. From major corporations to airlines to hospitals, data protection is paramount.

Consider these steps:

1. Have a rapid-response protocol.

CEOs and industry leaders can position themselves as experts through a proactive response team. Having a protocol to respond quickly to breaking news and address industry trends is key to gaining traction in a digital world. Executives can easily get their names and insights in the news by simply commenting on data breaches or other major stories.

Soon they will start speaking at conferences, and opining on cybersecurity topics in major publications. Having a team ready to scan the news and look for reactive opportunities is vital. Yet the window for responding to news opportunities is short—possibly as little as four hours—so nimble companies will benefit most from a rapid-response program.

2. Create marketable quarterly or even weekly reports.

Creating a deck of accomplishments, attacks prevented and other easily marketable wins is a great way to build awareness. Trade reports and other wonky publications are eager to showcase specific case studies. Highlighting tangible benefits of your service will prove your customers are happy.

The media benefit of such studies is invaluable to a tech-specific business, but do not get lost in the weeds. Focus on the bottom line and the result of your product. Most security companies know to be ultra-cautious when it comes to mentioning clients; most case histories in this category are “blind,” which limits their usefulness.

3. Focus on the benefit, not the tech.

Technical media and category analysts may be interested in scrutinizing all aspects of your offering, but beware getting lost in the technology features. For most audiences it’s best to present your product in a “big picture” way that focuses on benefits rather than merely a collection of features. Scare tactics aren’t welcome, but it’s powerful to tell a story of why you’ve been successful, and what you can do to safeguard vital assets.

4. Place a price tag on the risk.

Security risks exist on many levels. The investment must be seen in context, and the benefits will be more meaningful to those who sign the contracts when they understand how cyber risk affects the bottom line. It’s not just a matter of the disruption of operations, of course; reputational damage can linger for years.

5. Invest in user customization.

Not all users are the same, so why should a cybersecurity package be a one-size-fits-all approach? It’s important that companies offer multiple packages—whether for an individual, small business looking to scale up or an already large company. It also helps to adopt a more consultative relationship, because the risk of a breach or intrusion is always changing.

A version of this post first appeared on Crenshaw Communications’ PR Fish Bowl blog.


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