Zef Vataj
July 16, 2019 | 06:35:30
It’s not just the U.S. government that’s feeling the brunt (and the public relations cost) of digital warfare. Cyber attacks are on the rise across the globe. There’s never been a greater demand for security services than today – and those services have to market themselves in a digital world.
From major corporations, to airlines and hospitals, data protection is paramount. In March, the health-care-related debt collector American Medical Collection Agency discovered it had been breached for over a year!
Data for millions of customers across multiple AMCA contractors like LabCorp had their information compromised. We’ve seen companies like British Airways and T-Mobile fall victim to extreme ransomware and cyber breaches in the past year, and the worst thing about it is that most companies are woefully unprepared to deal with the threat.
The prevalence of such attacks places a premium on cyber security, and those who provide critical security services can take advantage of the market’s growing demand. Building better public relations will impact that bottom line. When properly designed and executed a PR program can not only build awareness, but develop a lead flow. Everyone from KPMG to startup firms need to invest in digital advertising and smart public relations.
CEOs and industry leaders can position themselves as experts through a proactive response team. Having a protocol to respond quickly to breaking news and 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 cyber sec 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.
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; unfortunately, most of the case histories in this category are “blind,” which limits their usefulness.
Technical media and category analysts may be interested in drilling down into 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 critical assets.
Security risks exist on many levels. The investment will be seen in context, and the benefits made more meaningful to those who sign the contracts when they understand how cyberrisk impacts the bottom line. It’s not just a matter of the disruption of operations, of course; there’s often a reputational impact that can linger for years.
Not all users are the same, so why should a cyber sec package be tailored to a one-size fits all approach? It’s important that companies offer multiple packages for customers to choose from – whether its for an individual, small business looking to scale or an already large company. Our client SecureAge has done this, offering three different versions of its APEX software. It also helps to adopt a more consultative relationship, because the risk of a breach or intrusion is always changing.