There’s no shortage of cybersecurity companies or leaders offering innovative ideas and thoughts in the space, even more so when there is a breach or an industry-altering M&A. However, companies must know who to leverage for these opportunities, which events are relevant to their mission, and how to offer unique perspectives to key reporters.
Cybersecurity’s ever-evolving news cycle often drives companies to build their thought leadership too eagerly, risking potential pitfalls. Companies will jump on any opportunity to get their message out and establish their thought leadership. However, if they are not careful when choosing what to speak on and who they target with their thoughts, they risk losing credibility - a vital factor in the success of a company and thought leadership program.
Cybersecurity companies can rely on PR professionals to establish and evolve their thought leaders strategically and carefully. PR teams can effectively develop proactive ideas, hijack relevant news and trends to create thoughtful commentary, and help companies and their executives establish relationships with key reporters in the cybersecurity space. This gives companies a direct path into key publications, allowing them the opportunity to stand out in a crowded market.
Credibility Through Creativity: Proactive Ideas
Given the rapid pace of developments in the cybersecurity industry, companies must diversify their expertise and offer unique perspectives on a wide range of topics. Failing to do so risks losing their voices in an increasingly crowded space. Public relations professionals are essential in ensuring cybersecurity clients stand out while staying true to their company’s goals and messaging.
By leveraging creative, proactive ideas tailored to the strengths of their spokespeople, cybersecurity clients can establish their versatility and expertise while maintaining trust with readers and reporters. Once credibility and trust are established, reporters will recognize the expert as a reliable source, making them more likely to seek their insights and include comments on relevant topics. This, in turn, leads to increased and favorable coverage for the company.
Through interviews, podcasts, and Q&As on various topics, spokespeople can demonstrate their cybersecurity knowledge and build strong relationships with key reporters.
Building Trust Through Trendjacking
For a cybersecurity company, trendjacking is crucial for building trust with its desired audience. With the frequency with which breaches, leaks, and events occur in cybersecurity, companies have constant opportunities to comment on these occurrences and showcase their spokespeople’s insights and expertise. PR professionals can place expert commentary in notable cybersecurity publications, leading to positive coverage that reaches the target audience and builds a company’s reliability.
However, if done incorrectly, trendjacking can hurt a company’s credibility. When companies force a connection between a trend and their brand, it can harm a company’s reputation. At best, the commentary can come off as irrelevant. At worst, companies risk being seen as tone-deaf or desperate, damaging reliability with reporters and trust with readers and potential customers.
Cybersecurity companies can trust PR professionals to sift through the influx of cybersecurity-related news to identify the most relevant stories for clients to comment on. By strategically aligning commentary with relevant trends and avoiding forced connections, they help ensure that trendjacking enhances credibility rather than undermines it. This strategic curation fosters stronger relationships with reporters and builds lasting trust with the audience.
Targeted Media for Thought Leadership
PR plays an instrumental role in building and elevating executive profiles, establishing them as thought leaders in their cybersecurity space. By strategically identifying key opportunities, PR professionals ensure executives are featured in relevant discussions, delivering timely and impactful commentary that enhances their reputation as sought-after industry experts.
Additionally, PR teams can craft compelling messaging and build strong relationships with industry-specific media. By showcasing executives through interviews, podcasts, and guest articles, PR professionals highlight an executive’s expertise and enhance their visibility. This approach not only raises individual profiles but also reinforces the company’s reputation as a leader in cybersecurity.
Cybersecurity PR and Credibility
As cybersecurity companies develop their business plans, establishing trust and reliability through strategic media coverage should be a vital part. The strategic use of trendjacking and thought leadership enables companies to position their executives as trusted authorities, enhancing their reputation and influence. By sifting through media opportunities with care and ensuring that commentary aligns with genuine expertise, PR professionals help companies stay unique and relevant. This strategic approach reinforces the company's credibility and establishes trust with reporters and potential customers, resulting in long-term media success in the cybersecurity industry.