The security market is on fire – let’s fan the flames

August 21, 2014

Did you catch Press:Here last week? We sure did. Last week’s episode focused on a topic near and dear to our hearts – the state of the security market. In the below clip, Matt Howard of Norwest Venture Partners discusses why he is eager to spend $1.2 billion dollars on security startups.
Some industry analysts have recently been debating the question of whether we are in a tech bubble. If you are a security entrepreneur, you’re probably not too worried. On the heels of the Target breach and a new data breach in the news almost daily, anyone would have a hard time finding evidence that security tech will slow down any time soon, hence Howard’s eagerness to continue investing in this market. As he states in the interview, “the bad guys are moving quickly, and the rate of innovation is immense.” This is fueling the market need for more effective security measures to protect both businesses and individuals, and prompting organizations to adopt new technologies to avoid being the next Target.
So we’ve established that the security market is booming. However, this creates another challenge for security entrepreneurs: once you get funded, how do you stand out in a market that is flooded with new approaches and technologies? As you may have noticed in the weeks following the Target breach, you couldn’t go a day without hearing or reading a security expert’s perspective on the incident, advice to Target or tips for other companies to avoid the same fate. Having a valid point of view on a big breaking news story can be a highly effective PR asset. But simply sharing good advice is not enough to make a big impact. To get your voice heard after the next big security story breaks, consider the following:

  1. Know your go-to media targets. This is homework you can do in advance of breaking security news. You should know key reporters for your industry, how they like to be contacted and how each reporter approaches breaking news.
  2. Timing is everything. If you have something relevant to add to the conversation, do it ASAP. In a breaking news situation, the early bird most often gets the worm. Contact your key media targets immediately to offer insight.
  3. Move the conversation forward. Rather than rehashing the incident itself, provide insight into the root cause of the problem, identify related vulnerabilities and offer best practices for organizations or individuals facing similar challenges.
  4. Be strategic, not impulsive. Don’t think that just because you tweet an off-the-cuff comment about the news that your point of view has been delivered to everyone that needs to know. Create a multi-pronged approach to share your insight via multiple platforms and determine how you want to share your thoughts on each platform in advance.
  5. Don’t give up. Even if you do everything right, it may take a couple cycles before you become a go-to breaking news resource. But each time you get in front of the right media and influencers, you are creating relationships and building your credibility. This only helps your chances of being a go-to source for the next story.

Want to learn more about how to become a source on breaking news stories? Check out, “Flexibility required for newsjacking and PR success.”

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