A governmental website gets hacked. Credit card numbers are stolen. Cell phones get misplaced. Laptops containing valuable corporate information are stolen. Sadly these have become fairly frequent occurrences, resulting in a boom in the demand for IT security devices which, in turn, has led to an increase in demand for IT security public relations pros.
By their nature, emerging technologies such as those developed for IT security do not have a high public profile until someone helps to create it. In addition to news events that help shape the public perception of an issue, developing a public profile requires a unique combination of technical savvy, storytelling and deep media experience and that’s where a firm experienced in IT security public relations fits into the picture.
From intrusion prevention and SIM/SEM to anti-spam and anti-virus to encryption and biometrics, technologies designed to thwart attacks can take many forms and are often complex. These and similar technologies require a skilled practitioner with a specialty in IT security public relations preferably one with experience in driving campaigns on behalf of innovative companies that provide technologies that protect critical infrastructure, ensure compliance with government and corporate regulations, and safeguard personal and corporate data.
Choosing the right IT security public relations agency can be the critical difference between marketing failure and success. Look for a firm that has perfected the discipline of media relations and orchestrates national PR campaigns that achieve objectives such as product and technology visibility, partnership and funding cultivation, pre-launch market conditioning, new product introductions, alliance-building and paving the way for successful liquidity events.
The right IT security public relations firm will also possess superior media relations and social media capabilities as well as complementary services such as government relations/public affairs, media coaching, video production and a speakers’ bureau. A critical expertise that a good IT security public relations firm should possess is in the area of crisis communications, an expertise that will position the management of a company within breaking news coverage about security incidents and connects that visibility to the company’s blogs and other social media outlets such as YouTube and Facebook.
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