Origin recently launched its annual research providing insights into the changing dynamics of IT security decision makers’ media consumption trends. Now in its third year, the survey questioned how, where, when and why these decision makers are consuming relevant content, and how security vendors can best reach their target audience.
As cybersecurity pr specialists, our clients value our knowledge and understanding of their target media, the relationships we have established and maintained with leading security and trade journalists, and our ability to generate exposure with coverage across some of the leading national and trade press within the U.K.
Our annual survey allows us to keep on top of consumption trends so we can be sure we are always targeting the right channels for our clients. The pandemic has highlighted just how quickly these changes can take effect.
The survey found that almost ninety per cent of respondents admitted to a dramatic change in the way they consume media as a result of the Covid-19 pandemic. More than half (59%) stated they were reading more online and over a third (39%) are reading more as a whole.
31 per cent admitted to listening to more podcasts and we expect to see this continue. Podcast listenership in the United Kingdom (UK) has been increasing year-on-year, reaching an estimated 15.6 million listeners in 2020. Podcasts are much easier to consume than text-based media and video.
As PR consultants, we are always looking for new opportunities for clients to contribute. We encourage clients to augment their PR strategies with podcasts and start honing their broadcast skills in preparation. Be it paid for ops, interview placements or the opportunity to submit pre-recorded material, the podcast is certainly opening new avenues to B2B PR professionals like us looking to get clients seen and heard!
Social media proved to be the only media source to see an increase in numbers choosing to read/view more frequently when it comes to IT security. At Origin, we’ve talked a lot about the importance of social media. It can be a minefield for some organisations, but it’s a great way for companies to keep their finger on the pulse and is a crucial engagement tool. We provide both organic social media content and delivery as well as highly targeted social media campaigns including polls, promotions and brand awareness in order to help our clients cut through the noise.
Information security decision-makers are still turning to IT/technology websites (22%) and IT security specific websites (19%), choosing to read these most frequently for IT security information with the FT (Financial Times) and Infosecurity Magazine taking the top spot as most read publications.
This year also saw the BBC (46%) take the lead for publications most read for IT security information online, followed by Tech Crunch (44%), and IT Pro (43%).
Whether the output is online, print or broadcast, our team is recognised through the integrity of our press relations and our ability to deliver outstanding coverage through our daily contact with key, relevant journalists.
Cybersecurity companies need to be open to the changes in media consumption trends, and be willing to be directed by their PR specialist to stay flexible with how, and where, they direct their content in order to reach their target audience.
To download the full report ‘Public Relations: Targeting Information Security Decision-makers in the COVID-Era, please visit https://origincomms.com/research-report/ or for more information on our cybersecurity pr offering, contact our team at team@origincomms.com