Marketing | PR
Perhaps the greatest untapped potential for any organization facing or preparing to face a cybersecurity crisis is the marketing team. Filled with creative thinkers, this spirit should soar to new heights, creating value for all stakeholders like never before.
What’s the new need from marketing and public relations?
Right now, without hesitation, marketing should be engaging their cybersecurity teams to see how they can add value.
There is much that can and should be done, both internally and externally. This is the time to create all the content you can, capturing the great work that is already being done, thereby inspiring even greater work to continue.
Your friends in Legal may very well try to shut down your marketing efforts, at least as they relate to anything IT related. It’s unfortunate, but understandable.
The best way to overcome having everything wrapped up as attorney/client privilege is to simply have a constant stream of content that clearly adds value. Marketing simply needs to use the great opportunity to be convincing internally, so that the message can then be leveraged externally.
Marketing | PR
A cybersecurity incident is perhaps not the best time to put ALL the focus on just the “press spokesperson”. Specifically, virtually handcuffing everyone, especially those in IT roles, by prohibiting them from so much as tweeting out that they do love their job at “company X” is likely going to backfire.
You trusted your employees with being brand ambassadors before a breach, so that should continue. Just help them get the message right.
When faced with a crisis, public relations and marketing professionals are always on the lookout for external influencers. But what about finding the internal influencers?
Marketing can work with HR to identify those in various IT roles who have especially large social networks with great followers, then establish ongoing outreach through them for everything from recruiting to retention.
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What you will find with our events is that our sponsors are every bit as special and hand-picked as our attendees. This brings with it a level of professional trust and respect that is almost unheard of, as everyone understands that these are the relationships that can potentially have a truly great impact on your cybersecurity brand/reputation. And it's exactly why we have these sponsors in the room and at the table, rather than sequestered in a vendor hall.
Specifically, as it relates to you, our attendees:
- You will be provided with a simplified e-booklet that clearly articulates the value that each sponsor could potentially bring to your organization. With this we include the direct contact information for each sponsor, so that you, or one of your staff, can quickly and directly get to the right resource the moment you are back in the office and ready to engage.
- Sponsors are not given the personally identifiable information of any of the attendees. Rather, depending on their level of sponsorship, they are provided a list that merely has the company names and titles. The reason for this is simple: sponsors deserve to have a high level view of who they may encounter and you, as a top executive, don't have the time to have a dozen or so follow-up calls. And really, your gatekeepers would likely block access anyway.
What we do encourage and actively promote all the way through is for you to get to know these incredible sponsors, who, in nearly every case, are not merely sending in their sales teams to take the lead, but rather their chief executives and/or their own hand-picked direct delegates. They know how special this group and opportunity is. And of course we want to see them, like you, coming back time and time again.
Finally, each participant is given a simplified card that contains your unique identifier, a list of the sponsors, and a checkbox for those you would like to get in contact with. This includes a space to name someone on your team who should be reached instead of you. We collect those at the end of the day, then do all the work to ensure that the right contact information goes where it should. And most importantly, that everyone is happy and connected in the best way possible.