EPISODE 31: Can Cybersecurity Overcome its PR Problem? Building Your Brand and Social Capital with Sarah Evans, PR and Marketing Specialist
Welcome to Compromising Positions!
The tech podcast that asks non-cybersecurity professionals what we in the industry can do to make their lives easier and help make our organisations more prepared to face ever-changing human-centric cyber threats!
For the longest time podcast host, Lianne Potter has been saying: “Cybersecurity has a PR problem!” So what better way of tackling this problem than to get on the show an actual PR and marketing expert?
This week we are joined by Sarah Evans, the head of digital PR at Energy PR. Sarah has over 12 years of experience in SEO, digital PR, digital marketing, content and social media.
In this episode ‘Can Cybersecurity Overcome its PR Problem? Building Your Brand and Social Capital’ - we’re going to learn how to target our cybersecurity message for maximum effect, how to rebuild your team's image, learn what marketing and PR really think about cybersecurity, and learn how to be prepared during a public cybersecurity incident with a 101 on crisis comms.
We will also shed off our desire to the the hero in the story and transition in a more useful role, that of cybersecurity sage as we deep dive into brand personas!
Key Takeaways:
Beyond the Firewall: It's About People: Effective PR in cybersecurity starts with understanding your audience - both internal (employees) and external (customers).
From "Wayward Teenager" to Trusted Partner: Marketing isn't reckless, and cybersecurity isn't just about saying "no." Discover how clear communication and empathy can foster collaboration.
AI for Security Awareness? Yes, But... Discover how AI tools like ChatGPT can help brainstorm content - but always have a human expert review it before hitting "publish"!
Perception Exercise: What three words would people use to describe your cybersecurity team?
Cybersecurity Needs a Hero (But Not That Kind): Cybersecurity teams have incredible stories to tell! Ditch casting your colleagues as the "tech villain" and position yourselves as the trusted guardians that you are!
Links to everything we discussed in this episode can be found in the show notes and if you liked the show, please do leave us a review.
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We hope you enjoyed this episode - See you next time, keep secure, and don’t forget to ask yourself, ‘Am I the compromising position here?’
Keywords: cybersecurity, PR, communication, crisis management, AI, marketing, comms, storytelling
Show Notes
About Sarah Evans
Sarah Evans has over 12 years of experience in SEO, digital PR, digital marketing, content, social. Currently working as a digital PR specialist, she’s worked on audience profiling, insights, comms and campaigns for a broad mix of B2B and B2C brands including Gousto, Rowse, AXA and Goodyear. She puts her curiosity for data and creativity at the heart of her team and has spoken at events for PR Moment and Google on SEO, content and attribution. She loves data, tea and puns
LINKS FOR Sarah Evans
Energy PR’s website
Sarah’s LinkedIn
