Here at Origin Comms, with the help of independent specialists in the technology sector Vanson Bourne, we conducted research into the media consumption behaviours and trends of the Information security industry.
Derived from the results of the 100 IT decision makers who participated, we have come up with five key competencies that you should utilise when targeting professionals in the IT Security sector:
Be clear, relevant and informative
35% of respondents believe content is not relevant enough in specific titles. This shows that they want and need accurate and informative content which speaks to their daily challenges at the coalface of the cybersecurity industry.
Online over Print
The results of the research show that 59% of participants favoured IT Security specific websites when sourcing their information over radio (2%), newspapers (6%) and TV (8%). When asked where they would source their cyber security content in the next 5 years, there was a notable increase in the numbers claiming they would use Internet of Things devices and social media in the future for general opinion, news and discussion on IT Security which shows that online sources are gaining traction among cybersecurity professionals as a source of media consumption.
Utilise your social media and write blogs
Social media shortens the time needed to react to topical and relevant news stories as it’s quicker to write a status than a press release. Companies who respond to trending topics are more likely to be noticed and gain coverage online.
Blogs are also growing in popularity as a key source of information so you should be utilising blogs to build relationships with potential customers, raise awareness of your products and services, engage new audiences and position yourself as thought leaders in the industry.
Provide trustworthy and current articles and make use of your company spokesperson
Honest, reliable and current articles are key and trade titles are renowned for being the most trustworthy news source. Once CISOs consume content from a trusted source, they are more likely to engage with the author and more open to reading further content posted by that person or organisation, even navigating to their own sites.
Your company spokesperson should be your ‘golden-ticket’ when it comes to building strong, trusted media relations. The power of media training and crisis communications shouldn’t be underestimated as it will go a long way if your spokesperson is truthful, topical, reliable and relatable.
Keep it short and snappy – make every minute count
IT Security leaders have little time at their disposal so it’s vital to make an impact early on. They’ll only spend 7 minutes on average reading an article but relevance (74%) and interesting facts (72%) will make them read on. It is important for journalists and companies looking to get coverage to take into consideration that the IT security buyer has hardly any time to wade through irrelevant information. Stick to the point so you don’t lose their interest! B
