It’s a Matter of Trust: How Security Vendors can Build Trust using PR

Trust and communication are essential to a successful relationship, particularly in business. A company may have a market-leading product, but without the correct promotion, the target audience may be unaware of the brand – let alone trust them – and the offering is redundant. Unfortunately, security vendors aren’t immune to this. In fact, they feel this burden more acutely as they need to build and sell trust.

In light of Cybersecurity Awareness month, we are sharing some of the key takeaways from our survey that investigated buyers’ criteria for selecting a security vendor. It identified communication as a key influencer in securing trust. If you consider that almost 64% of C-Level executives cite cybersecurity as a top priority, you can see why these vendors should seriously rethink their communication tactic, if indeed they have one.

In the battle to win sales, perception is everything. In fact, over 70% of respondents highlighted that a vendor’s media presence is critical in building their trust and loyalty to a particular brand. This doesn’t mean that companies need to dominate the mainstream headlines. Prospects regard trade titles in high esteem as they comprise comprehensive, technical articles specific to their market. For vendors, although offering a fraction of the readership, trade publications provide a targeted approach, often resulting in stronger conversion rates. Manufacturers should also consider who to accredit the content to. Almost 60% of those surveyed favoured articles from technical experts such as CTOs, Security Directors and CSOs. With a deep understanding of the company’s solution, they are considered to have a personal responsibility in the quality and reputation of their company’s offering and therefore more likely to be trusted.

Trade titles are only one piece of the communication puzzle. Being present in industry analyst reports, participating at trade shows and publishing customer case studies all emerged as crucial factors too, indicating the importance of an integrated communication and PR strategy. In fact, almost 50% of respondents considered analyst reports as a reliable source when selecting a vendor. These, along with case studies, comprise informative, accurate and impartial information about a product. In the instance of a case study, this third-party testimonial shines an insightful light on how a particular solution is being deployed by an existing customer.

For many, this advice may seem obvious. Perhaps you’re already deploying PR to a degree although, it’s worth considering how a PR agency can quickly establish trust in your brand, helping you drive sales.

A good PR agency will have knowledge of the wider industrial landscape and relevant target markets, although a great agency will want to truly get to know your business and become an extension of your marketing team. This is in our DNA at Say. We’ve worked with many of our clients for several decades now, helping them to become the trusted provider in their respective fields which we will address in our next blog. For now, I leave you with one final consideration during cybersecurity month – it’s a manufacturer’s responsibility to build trust, while it’s an individual’s decision to trust in it. If you’re considering your marketing plan for next year and want to learn more about how we can help you become the go-to, trusted vendor, contact us.

Why Your Cybersecurity Should Get Physical for National Clean Out Your Computer Day

This week sees the 18th National Clean Out Your Computer Day, and while It may feel like awareness days are popping up everywhere, this is an important one to take notice of, especially if you value keeping your personal data private. After all, to a criminal your personal or work computer can be a gold mine. If a stranger were to get access to your PC, it is possible that they may even learn enough to steal your identity.

Most of the advice given around Clean Out Your Computer Day concerns a modern type of cleaning – however what is more important than a dust cloth and anti-bacterial screen wipes, is having a decent knowledge of data sanitisation. This includes how to clear your browser and download history, turn off the ‘remember me’ setting for your regular passwords and run anti-virus software to make sure your computer is free from malware.

Clean Out Your Computer Day

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Data Privacy in the Age of Alexa

Reading the technology media coverage of both CES 2018 and the post-Christmas sales, it feels like smart devices are finally having their much predicted moment. Every consumer technology vendor seems to have their own take on the smart device, from Amazon and Google’s smart home hubs to Philip’s connected lightbulbs and Samsung’s internet enabled fridge. The rate of ownership of these particular devices may not be that high, with only 18% of UK households reporting owning one, however, if we include other connected devices such as wearables and smartphones, then it becomes very clear that these devices are appearing everywhere.

Internet connected devices have certainly made our lives easier and even have wide reaching potential for making our cities safer and more responsive for example through monitoring pollution and optimising traffic flow. Yet, as Data Privacy Day approaches, it is vital that we consider how all these devices will affect the use and collection of personal data.

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How ‘Human Firewalls’ can protect Organisations from Cyber Threats

Cyber security awareness is now part and parcel of everyday working life. High profile breaches of large organisations such as the NHS, Tescos, Wonga and more recently, again the NHS has driven companies to place more emphasis on employee security awareness and training. Not only do individuals need to be aware that threats exist, they need to be taught how to recognize and react to that threat. But in reality, how many organisations are actually doing this effectively?

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Brexit and Cybersecurity – it’s a Minefield

Whilst businesses and individuals debate the cost and implications of the British public’s vote to Brexit, the cybersecurity community is similarly mulling over its consequences on the sharing of cyber-breach information internationally and what it will mean for cross-border data access.

The major issues we have to face is the General Data Protection Regulation (GDPR); the forfeiture of threat intelligence collaboration with Europe; the potential increasing cost of security (because of the falling value of the pound); and the loss of access to European technical expertise.

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