Why PR is important for cybersecurity startups

Cybersecurity startups are agile players at the forefront of innovation. It's crucial that they communicate their advantages over the competition and the urgency of the problems they can solve. Cybersecurity has become a growing topic with the rise of remote work. However, many of the conversations about this blossoming sector are not being led by the startups that are creating crucial technologies. 

Cybersecurity startups who want to join in or even lead the conversations relevant to their focus need to build credibility and get noticed by the established players in the sector, to make their name recognizable for all the right reasons. An effective PR strategy developed by a technology PR firm can help them achieve this.

Communicate the bigger picture

Cybersecurity can come across as dull to many in the general public. But considering recent well-publicized hacks of major companies – and the increased vulnerability due to remote work – the topic has come to resonate with a growing audience. The threats are evolving, and the sector is evolving as well. A good PR strategy can put this into perspective as a startup and its founders seek to educate journalists and the public about their story. Cybersecurity startups can craft strong key messages that define how they fit into a larger tech ecosystem and their relevance within that system. The top tech PR firms can help companies communicate what’s currently exciting and dynamic in the cybersecurity industry, where the industry is going, and the role a particular startup is playing in leading the pack.

Add credibility to your brand

News coverage of cybersecurity startups helps raise a company's visibility. It gets their offerings out to an audience of potential clients and investors, the media, and the wider public. PR not only leads consumers to want to learn more about a startup, but it also helps founders build an online reputation with sector leaders and journalists. PR efforts should definitely include thought leadership pieces that position a startup’s executive team as experts in their industry. 

An effective PR strategy that leverages thought leadership tactics can raise the visibility of company founders as visionaries within their space. In addition to sharing guest posts in industry publications, a solid tech PR strategy should include speaking opportunities at important events, as well as appearances on relevant podcasts in order to build credibility for the team behind the brand.

Make your brand accessible

Data has shown that internet users’ attention spans are getting shorter with each passing year. People’s digital lives are awash with stimuli all trying to compete for their attention. For this reason, people don’t have the luxury of being able to decipher coded or cryptic language. A cybersecurity startup needs to get to the point quickly regarding what it does and the benefit it provides to the end user. The more clear and concise the language, the better the chance a cybersecurity startup can establish a lasting connection with its audiences. 

Any press outreach to journalists needs to clearly communicate a cybersecurity startup’s offering. If the startup is working on several projects, it’s important to take the time to determine the best way to communicate developments for each. A PR strategy can help a startup be more accessible by establishing clear and easy-to-understand key messages about what it does and why it deserves attention from the media and the wider public.

Ultimately, when crafting press releases to pitch to journalists – who need to know the takeaway for their readers – a startup has to be sure to communicate its value in straightforward and clear language.

Separate yourself from the pack

PR can help potential users see the unique advantages a particular company cybersecurity startup has in its offering. The key messages developed in the PR strategy need to be unique and ensure that the startup cannot be confused with any other company, particularly if the startup has a lot of competitors.  These messages can focus on the features that make a startup’s product stand out. For example, perhaps a company is uniquely positioned in cloud security or critical infrastructure protection, or maybe in a niche industry, such as healthcare. 

It takes research to find the messaging that best resonates with a startup's target audience. Tech PR specialists must become experts on what competitors are doing and how they’re positioning themselves in the market. PR pros should make sure a startup highlights its own clear competitive advantages and does not simply copy the same key messages of other players in the field. After first encountering a cybersecurity brand, the consumer should have enough information to explain to a friend afterward what sets that brand apart.

Highlight your value

Hacking, data theft and damage, and industrial espionage are all real threats to companies and consumers, and cybersecurity startups are a valuable part of the tech scene addressing these threats. The PR tips above can help cybersecurity startups gain a name for themselves and raise their profile. A robust PR strategy that includes educational guest posts that share valuable industry insights will go a long way toward attracting potential customers who will appreciate these insights. Ultimately, PR gives cybersecurity startups the ability to clearly and boldly highlight how their products can provide protection in an increasingly hostile world.