A good piece of media coverage in just the right publication can do wonders for a cyber company and its profile and fortunes, providing them with third party validation as well as creating a platform to get them noticed by potential clients, partners and investors.
It won’t be easy though, especially as the UK cyber tech sector is booming, meaning more and more companies just like yours are vying for the media’s attention every minute of the day.
If you’ve struggled to get media coverage for your cyber company here are some tips to help you achieve better results in 2021:
Position yourself as a thought leader
Start creating informative blogs that not only focus on the intricacies of your business, but that look at the wider issues facing the cyber sector and your thoughts on how these can be addressed. For instance, are there enough people coming into the cyber sector to accommodate the expected explosion in demand for services in the coming years? If not, what can be done? What should be done? Who are the key people who can make this happen?
Mix these up with content pieces addressing the biggest problems faced by your clients, together with commentary on national and international cyber-related news events, which brings us to…
Worldwide the big story has been covid, but beyond that it’s been a huge year for cyber news stories, with barely a day passing without the revelation of another attack, from ever more sophisticated phishing scams to corporates being extorted all the way to state-sponsored attacks on sovereign nations’ digital infrastructure. When reporting these stories journalists, who in the majority won’t be cyber experts, will be desperate to find specialists like you with the knowledge and insights to bring the media coverage to life.
Be media friendly
There are dozens of cyber-focused media outlets in the UK, thousands worldwide. In addition, every major mainstream media, from The Times to the BBC, have specialist journalists covering cyber security. They’re not hard to find, practically every journalist today has a personal Twitter account, so how many are you following? How many are you engaging and interacting with? Journalists take great pride in their work, so the occasional “like” and “share” will get noticed, and this in turn puts you on their radar.
Rethink your news strategy and output
If you’ve been unsuccessful in trying to get your cyber company some valuable media coverage, then maybe it’s time for a rethink. Remember, journalists aren’t there to promote your business, they exist to bring the latest news and insights to their audiences. Look back at the content you’ve generated so far and ask yourself: is it overly self-promotional? Does it address a topical issue? Does it create value for anyone who consumes it? Most importantly ask: Why would anyone care? Broadly speaking news content falls into the following six categories:
- Company news – anything from senior hires to new contract wins/renewals
- Business profiles – about your company or interesting individuals working there
- Thought leadership & commentary – positioning you as a go-to expert
- Data insights – delivering insights on behaviour and engagement
- News agenda commentary or “newsjacking – offering your unique insight into the stories of the day
- Features and case studies – showcasing innovation/expertise
How could you populate those categories? What unique data, insights and content do you hold in your cyber company which you could share with a journalist? What is it about your particular journey that is different, unusual, newsworthy?
Be relevant and be targeted
Our final tip seems obvious, but you’d be amazed how many companies get this vital aspect of PR so wrong. Don’t just send your press release, case study or pitch off to anyone and hope for the best. It rarely, if ever, works. Say you would love some coverage in a particular media outlet, for example the FT, then search for journalists working there that cover subjects like cyber security, innovation and digital tech. Research the types of stories they have recently covered, do you think they will be interested in what you have to offer? More importantly, will their audiences care about it? If not, it’s a massive waste of everyone’s time, so set your sights lower, maybe a cyber trade magazine would run it instead. But if you think you have a strong enough story to pique their interest, go for it, and fingers crossed you’ll finally be basking in that sweet media spotlight you’ve been craving for so long.