{"id":12234,"date":"2024-01-11T13:28:10","date_gmt":"2024-01-11T13:28:10","guid":{"rendered":"https:\/\/www.eskenzipr.com\/?p=12234"},"modified":"2024-01-11T13:31:12","modified_gmt":"2024-01-11T13:31:12","slug":"whats-in-and-out-in-the-world-of-cybersecurity-pr-2024","status":"publish","type":"post","link":"https:\/\/www.eskenzipr.com\/2024\/01\/11\/whats-in-and-out-in-the-world-of-cybersecurity-pr-2024\/","title":{"rendered":"What\u2019s In and Out in the World of Cybersecurity PR 2024"},"content":{"rendered":"

There\u2019s a trend going around on social media currently where people heartily declare what\u2019s in and out. From the earnest to the absurd, these mostly personal decrees on social media, have paved the way for this year\u2019s first real consumer trend: personal trend forecasting.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Arguably, PR has been doing this forever, on a much larger \u2013 and more impactful \u2013 scale (and with less notes app imagery). PR professionals and their clients, alongside journalists, are forever predicting and promoting the next big thing, the most exciting new research, and most captivating stories. <\/span>\u00a0<\/span><\/p>\n

So, what\u2019s in and out for 2024 when it comes to cybersecurity PR? We spoke to and analysed intel from 30 cybersecurity comms professionals in our <\/span>The Cybersecurity Media Trends Barometer \u2013 Outlook & Opportunities 2024 report<\/span><\/a>.\u00a0<\/span>\u00a0<\/span><\/p>\n

In: National Coverage<\/span><\/b>\u00a0<\/span><\/p>\n

In 2024, the public will continue to take an interest in cybersecurity stories. As cyberattacks become more significant and impact more organisations and individuals, there will be vested interest in these stories on a national scale. We\u2019ve seen this in recent years with stories like the <\/span>Rockstar breach<\/span><\/a> and <\/span>Sony hacks<\/span><\/a> gaining significant national coverage. Our research has shown that, in the US, coverage of cybersecurity topics increased by over three-quarters (76%) in national and business titles \u2013 and this looks set to continue in 2024.<\/span>\u00a0<\/span><\/p>\n

Additionally, with topics like AI entering the zeitgeist, there\u2019s an even greater opportunity for vendors to elevate their profile in the mainstream media. B2B cybersecurity PR doesn\u2019t have to rigidly stick to trade publications, people with decision making power are everywhere!<\/span>\u00a0<\/span><\/p>\n

Out: Views of Cybersecurity Being too \u2018Specialist\u2019 and \u2018Too Technical\u2019<\/span><\/b>\u00a0<\/span><\/p>\n

Together with increased national coverage comes a shift away from the idea that cybersecurity <\/span>must<\/span><\/i> be highly technical to be respected. In fact, we\u2019re seeing the average person become more aware of technical cyber concepts, meaning it will benefit many vendors to make their research more accessible. <\/span>\u00a0<\/span><\/p>\n

There remains, however, enormous value in technical research \u2013 and an equally enormous media appetite. Publications like Bleeping Computer and The Hacker News (both top tier outlets) tend to run with cutting-edge technical research for its specialised audiences., enabling cybersecurity companies to get in front of technical decision makers and showcase their platforms\u2019 capabilities. Given the diverse range of people and media interested in cybersecurity-related topics, the ability to craft content which can appeal to different audiences will be more important than ever.<\/span>\u00a0<\/span><\/p>\n

In: Influencers<\/span><\/b>\u00a0<\/span><\/p>\n

For better or worse, it\u2019s time to harness the power of influencers. With people moving away from traditional publications and getting their news elsewhere (enter TikTok, Substack, and podcasts etc.), PR activities must reflect this. Compared to other industries, cybersecurity is behind the curve when it comes to influencer relations (with 80% of organisations not having a programme in place at present). Now\u2019s the time to get ahead! In 2024, organisations should develop a strategy for influencer relations before the rest of the industry catches up. Third-party validation can be an incredibly powerful tool.<\/span>\u00a0<\/span><\/p>\n

Out: The Old Guard\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

Over the past year, we\u2019ve seen various English-speaking publications undergoing a notable shift in their editorial focus and some have even shut their doors. Whilst we\u2019ve seen publications like The Daily Swig (March 2023) and ThreatPost (August 2022) go extinct, the way has been paved for new voices and publications to flourish and grow, including titles like Assured Intelligence.<\/span>\u00a0<\/span><\/p>\n

It\u2019s hard to say exactly <\/span>where<\/span><\/i> will be the hottest place to get coverage in 2024<\/span>,<\/span> but rest assured that we\u2019ll be there first!<\/span>\u00a0<\/span><\/p>\n

In: Enhanced Creativity<\/span><\/b>\u00a0<\/span><\/p>\n

It\u2019s a fact that for many internal comms departments budgets are getting smaller, and many cybersecurity comms departments have felt the strain significantly. In times of struggle, innovation trumps all. Internal and external PR companies will have to be more creative and focused with their budgets, hopefully resulting in clever and interesting campaigns.<\/span>\u00a0<\/span><\/p>\n

Out: Expensive Awards<\/span><\/b>\u00a0<\/span><\/p>\n

We know that the industry is full of expensive awards, and it has become a minefield to find \u2018good value\u2019 accolades. Over the past year, cybersecurity organisations are reassessing the value of pay-for-play activities like awards. In 2024, we will see a shift away from awards towards a renewed focus on speaking slots. Our research found that 76% of respondents said that speaking slots are important in 2024.\u00a0<\/span>\u00a0<\/span><\/p>\n

Speaking slots are highly competitive and coveted. Organisations will need to dedicate time and manpower, working alongside external PR agencies, to crafting a story compelling enough to get picked up. With a good story, the sky\u2019s the limit!<\/span>\u00a0<\/span><\/p>\n

In: Back to Basics Lead Gen<\/span><\/b>\u00a0<\/span><\/p>\n

Our research suggests that comms teams are looking at traditional lead generation activities as a priority. Over half of respondents said that content marketing was most useful, followed by SEO. We\u2019ve also seen a shift towards companies exploring paid media and events. It\u2019s worth doing due diligence on any paid opportunities, which is something a PR agency should be able to help with.<\/span>\u00a0<\/span><\/p>\n

Lead generation activities and paid opps should not eclipse traditional PR though. Earned coverage and backlinks through PR programmes are incredibly valuable. \u00a0And with only 5-10% of B2B buyers actively in the market for new solutions at any given time, PR helps to valuable brand awareness to support lead gen strategies and ensure that your company is front-of-mind when RFPs come around. What\u2019s more, PR builds genuine thought leaders and prioritises those with things to say. You can\u2019t pay your way to credibility!<\/span>\u00a0<\/span><\/p>\n

In: Brand Building Through Organic Awareness<\/span><\/b>\u00a0<\/span><\/p>\n

As mentioned above, organic awareness is still incredibly important. But what\u2019s the best way to build a brand? In 2024, thought leadership activity will be a key driver of coverage and indicator of brand awareness and campaign success. Thought leadership-driven activity will be a key part of many PR media strategies going forward, according to 70% of respondents.\u00a0<\/span>\u00a0<\/span><\/p>\n

Out: Saying Things for the Sake of Saying Them\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

But\u2026 There\u2019s definitely value in <\/span>not<\/span><\/i> commenting on everything and anything all the time. Be known for good comments, great spokespeople, and compelling news!\u00a0<\/span>\u00a0<\/span><\/p>\n

What do you think will be in and out in 2024 when it comes to cybersecurity comms (or otherwise!)? Notes app images welcome.<\/span>\u00a0<\/span><\/p>\n

Read the full Cybersecurity Media Trends Barometer \u2013 Outlook and Opportunities 2024 report here: <\/span>https:\/\/www.eskenzipr.com\/portfolio\/introducing-the-cybersecurity-media-trends-barometer-outlook-opportunities-2024\/<\/span><\/a>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s a trend going around on social media currently where people heartily declare what\u2019s in and out. From the earnest to the absurd, these mostly personal decrees on social media,…<\/p>\n","protected":false},"author":34,"featured_media":12235,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[141,3],"tags":[],"yoast_head":"\nWhat\u2019s In and Out in the World of Cybersecurity PR 2024 - Eskenzi PR<\/title>\n<meta name=\"description\" content=\"There\u2019s a trend on social media currently where people heartily declare what\u2019s in and out. 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