Highlights from MWW Talks – Standing Out from the Cybersecurity Crowd: Winning the Battle for Media Coverage in a Noisy Industry

This Thursday (September 7th) MWW hosted a panel of tech journalists from a variety of publications for a round table discussion with PR and marketing specialists from leading cybersecurity companies about what it takes to stand out from the crowd IT security and get media coverage. The panel included Jasper Hamill, Online Technology Editor at The Sun, Dan Raywood, Contributing Editor at Infosecurity and Roland Moore-Colyer a freelancer for consumer and B2B titles including Computer Shopper and IT Pro.

For those of you who missed it have no fear! The highlights are here.

How does a cyber security company explain itself best to the media?

Dan says security companies should get right down to it. What do they do? Why should a journalist and their audience care? With so many cyber security companies out there a story really must have a hook to it in order to get coverage.

Jasper, coming from the national perspective says that “simple, engaging language” is what works in the tabloids.  If you’re a cyber-hero stopping shady hackers from getting to the average Sun readers’ personal data than that’s the kind of story they’d award column inches to. A successful pitch must have more general appeal to the 1,568,250 Sun readers.

The conversation shifted a bit to what makes a good press release. Roland claimed that a good press release should explain what the company is but also “should be able to be copied and pasted in as long as it tells a story.” If you can intertwine an announcement with the wholistic story of the company it will get much more traction rather than standing alone.

Anything to avoid when dealing with the media?

“Get rid of the word solutions” said Roland with a chorus of agreement. “You have a solution to a problem you don’t have solutions first. It’s seen as a capture all term.” Jasper chimed in that the term “enterprise solutions” is also over used.

All of the journalists agreed that they surveys are rarely of interest as they receive volumes of them and most of which are self-serving of the company that conducted them. “Surveys disguised as research are my bug bear. There’s nothing academic about a survey”, said Roland.

Thanks to our panelists and to all who came for the discussion. For further information on this event and upcoming MWW Talks, please contact Dev Mistry – dmistry@mww.com