The digital world is bursting with opportunities to generate press coverage for your brand. However, this plethora of PR opportunities means it’s pretty competitive out there! Cybersecurity and tech companies have the chance to stand out from the rest by positioning themselves as experts and thought leaders in their field.
In this blog, we’ll explore some of the channels to consider if you’re keen to get your brand noticed in the market. Depending on your industry of course, a lot of these channels will be applicable for your brand, and the best part? Many of these digital PR channels are more affordable than you might think.
Be the expert
Gone are the days of Twitter being used for sharing cat memes and political rants. These days, Twitter is highly regarded as one of the most responsive and valuable sources of up-to-the-minute news and industry opinion.
In particular, Twitter polls are an instant way to get unique and interesting insight into your audience. You can set up a Twitter poll in minutes and start getting insight straight away. This insight can then be used in your marketing and social media messages, and as a tool to engage with your audience.
Vox Pops
Vox Pops, derived from a Latin phrase meaning ‘voice of the people’, are short interviews with members of the public.
As video marketing is one of the most popular and effective PR tools around, your Vox Pops can be created as short, snappy videos. Then you can share the videos on your website and social media channels. They’re an attention-grabbing way to share thoughts and opinions on anything related to your industry. You might interview people about current challenges or opportunities in your industry.
Product reviews
Research by Deloitte shows that 81% of people read reviews and check ratings of a company before choosing them. More than one in three consumers contribute to online forums or comment on other people’s blogs.
Authentic product reviews can do wonders for your brand and are often picked up in any press coverage you may receive about your company. So, how do you encourage your customers to take the time to review your products and services? Bear in mind that other consumers can sense any fake or forced reviews, so it’s important that you take a genuine approach.
Sometimes, the best way to encourage your customers to review or recommend you, is simply to ask. At Origin Comms, we help clients gain credible and accurate reviews for their businesses through targeted communications. We know how to position the messaging to encourage your customers to leave a review after working with you, so that others get a sense of the service you offer. Drop us a note if you’d like to know more.
Invest in research
Twitter polls are great as a short, sharp way to get insight from consumers. But, if you want to position your brand as a thought leader in the industry, it could be worth investing in some strategic industry research.
You may want to work with a third party research partner who can plan and coordinate your research project. While this will cost you some money upfront, your research report can be used across multiple PR channels and could be picked up by industry-related press titles. Often, industry research reports are used for many years to come, so they can extend your credibility and promote your brand in the long-term.
Events
While Covid-19 has reduced the number of physical events taking place over the past 18 months, we’ve seen a huge rise in virtual or hybrid events. Webinars and Podcasts have replaced many in-person events and led to a new trend of digital event channels that we believe will stick around long after physical events return.
The most useful content for digital events is insight-led. Consumers want to attend virtual events that are valuable and genuinely useful for them, so they’re not a direct selling channel. From a PR perspective, digital events are yet another way to generate interest and boost credibility in your brand. You can either host your own or look to attend and/or sponsor existing digital events in your industry.
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These avenues listed above are just some of the ways that you can secure press coverage for your brand. Contact us today if you’d like to find out more about the importance of generating press coverage, and how it can elevate your brand.
Origin Comms annual research report – coming soon!
Our annual research report is a valuable source of insight for cybersecurity and tech companies across the UK and beyond. As we prepare to conduct our research for this year’s study, we’re talking to our clients and contacts to understand what they want to see in the next report.