In this episode, we’re privileged to learn from a PR guru with more than a decade of experience in the cybersecurity space. Our guest, Sonia Awan, is the Senior Public Relations Specialist at Sotero and the Principal of Outbloom PR.
Why is PR in cybersecurity so difficult?
Cybersecurity is a niche market with many vendors, products, and solutions. The challenge is to rise above the noise and get the attention of the media – who get hundreds of pitches every day.
For Sonia, even if differentiating yourself is quite difficult, it’s doable with the right pitching, the right messaging, and by using quality content.
Sonia says that marketing and PR are a team. The content comes from the marketing team, and PR makes it stand out by identifying the differentiator or the unique message and perspective of the content.
How do you make a good story?
Content needs to be crafted into a story, but with cybersecurity as a product, the challenge is to make the story different from other vendors and get third party validation from the media.
According to Sonia, the media doesn’t want promotions disguised as content. Content has to be vendor neutral. To make a story stand out, the story has to be both applicable to the trending news right now and isn’t plugging what your company can do.
The challenge is to show your expertise and knowledge in a creative way, without promoting your product – this is what gets the message across.
Sonia cites breaking news, such as emerging ransomware attacks or breaches, as a way to engage the media in a way that remains vendor neutral.
Her tip is to constantly monitor the news cycle because to get your name out there and increase visibility, you need to jump on a story that’s happening right now, which typically has just a four-hour window.
How do you stay relevant in between the big stories?
For Sonia, your relationship with the media plays a big role in staying relevant since big stories don’t come every day.
Sonia recommends reaching out to the media when you feel that there is an important story to share through a press release. You never know which decision makers will come across your stories.
Working with reporters: PR people need a thick skin
Sonia says that getting yelled at or hung up on by reporters is part of the job. Don’t take things personally.
Sonia reminds us that reporters are very busy people who don’t work for you; you’re actually working for them.
Sonia’s take on HARO
Sonia thinks that HARO (aka “Help a Reporter Out”) is a good platform to use to find reporters looking for cybersecurity stories. She does note that there are higher chances of your story getting picked up if there’s no “marketing” in your title because there’s a tendency to see marketers as sellers and advertisers.
It’s the job of reporters to remain impartial and neutral to the point that they sometimes don’t even want to put backlinks back to your company to avoid seeming like they are promoting a company.
Tips in dealing with reporters
The discussion led to some do’s and don’ts when working with the media.
- Don’t ask for a draft from the reporter
- Don’t ask for dates
- Always follow up with reporters because they’re very busy people
- Always tell them if you can provide a bio or headshot
- Maintain relationships with reporters.
Maximizing the available content
Sonia recommends finding a different angle with what is already being talked about. Show the reporters how your point of view of view is different.
Don’t be afraid to reuse your content. Sonia believes that if it received good traction once, there’s no harm in reusing it, especially when it’s put in a different light.
Another way Sonia maximizes content is by using social media tools. Tag reporters and relevant people who can help amplify!
Check out Sonia’s fireside chat here and visit the Haro website.
Stay in touch with Sonia Awan on LinkedIn and her website.
Listen to the full episode at Hacker Valley Media, Apple Podcasts, and Spotify.
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