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3 steps B2C cybersecurity companies should know to earn national media coverage

By Lindsey Chastain

Business-to-consumer cybersecurity companies can use national media coverage to expand their consumer base and share best practices.


A computer with code on it.With the proliferation of technology and growing digitalization of our lives, cybersecurity is no longer a niche subject but a mainstream concern. For business-to-consumer (B2C) cybersecurity companies, getting national media coverage is not just about brand promotion; it's about contributing their knowledge to a vital public discourse.


We are a trusted public relations advisor to cybersecurity companies and organizations seeking helpful expert guidance on corporate communication before, during, and after a cyber attack.


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Before diving into the tactics, it's essential to understand the media landscape. Traditional media outlets (print, television, and radio) and digital platforms (blogs, social media, and podcasts) often have different content needs and audience interests. Knowing where to focus your efforts is the first step in getting your company noticed. 


But how can cybersecurity companies break through the noise and catch the attention of the national media? There are three steps to understanding the media landscape: newsjacking, thought leadership, and effective PR strategies.


1. Newsjacking

Newsjacking is the art of injecting your brand into breaking news to attract media attention. Here's how it can work for your company:


Stay updated: The key to effective newsjacking is staying on top of current events. Set up Google alerts for relevant topics, follow influential figures in cybersecurity on social media, and subscribe to relevant industry newsletters. The topics and trends your company pays attention to will vary, but a good starting point for all companies is cybersecurity services, cybersecurity expert, and cybersecurity best practices.


Respond quickly: Timing is everything. As soon as a news story breaks that you can meaningfully contribute to, be ready to react. Prepare a comment, an article, or a blog post offering your company's unique perspective. The news cycle moves quickly, so timeliness and accuracy are absolutely critical if you want to be part of the conversation. Make sure to fact check everything and have an editor review your content before sending. Sending a story that is complete will increase your chances of being picked up or quoted.


Add value: The goal of newsjacking is to piggyback on news and add value to the conversation. Can you provide a unique insight or an expert analysis? Make sure your contribution is meaningful.


2. Thought Leadership Positioning

Positioning your company as a thought leader or an expert in the field is another way to attract media attention. Here are some strategies to consider:


Create high-quality content: Write and publish in-depth articles, white papers, and reports on cybersecurity issues. This can demonstrate your expertise and provide valuable content for journalists to quote or reference.


Host events: Consider hosting webinars, panel discussions, or even virtual conferences on cybersecurity topics. This gives your company a platform to showcase your knowledge and engage with others in the industry.


Offer expert commentary: Regularly reach out to journalists and offer your company's experts for commentary on cybersecurity issues. This positions your company as a go-to source for information and helps build relationships with the media.


3. Effective PR Strategies

Beyond newsjacking and expert positioning, effective PR strategies can further enhance your media coverage:


Press Releases: Issue press releases regularly to announce company news, product launches, or significant milestones. Make sure to tie your news to larger industry trends or societal issues to increase its relevance.


Media Relations: Build strong relationships with journalists and editors who cover cybersecurity. Provide them with timely and useful information, and be responsive to their needs.


Social Media: Use social media to share your content, comment on trending topics, and engage with your audience. Social media platforms can amplify your messages and help them reach a wider audience.


Getting national media coverage requires a strategic approach that includes newsjacking, positioning as experts, and effective PR strategies. It's not just about promoting your brand but also contributing to the broader cybersecurity conversation. By following these strategies, B2C cybersecurity companies can step into the spotlight and become part of the national dialogue.


If you're currently experiencing a cybersecurity incident, book a crisis cybersecurity consultation. Not under duress but looking for help communicating about cybersecurity before a potential cyber attack? We can help you. Book a free cybersecurity consultation


Photo by cottonbro studio

Topics: earned media, news media, cybersecurity

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