“Do you think that cybersecurity vendors can be storytellers? Is there still opportunity for that – or is it all just jargon and marketing?”

This year at RSA’s Annual Conference, there were 700 exhibitors  – if you’ve attended, you know that the show floor is absolutely crazy as vendors try to outshine and out-market their competition. Additionally, the cybersecurity media cycle has reached a fever pitch – new hacks and exploits are breaking everyday and journalists are absolutely inundated with pitches from PR agencies, “experts”, brands and vendors. And the market couldn’t be more competitive – you’re up against your direct competitors, plus the folks that overlap with your products and services PLUS the companies who have absolutely nothing to do with you but SAY they do (ahem…threat intelligence and AI vendors – I’m looking at you). Let’s face it, it’s a less-than-ideal environment for traditional storytelling. And it’s getting crazier every year…..

This frantic pace and competitive atmosphere has caused some vendors to lose control of their comms strategy. Today, the cybersecurity industry is known for an overwhelming level of content marketing, a micro-dissection of target audiences (and subsequent messaging) and jargon-driven narratives. I get it, in a market that’s so loud – it’s only natural to try and be louder or to at least keep pace.

So, can vendors tell stories? The short answer from me is, yes – IF they keep their customer at the heart of the narrative. Here are a few ways to do that: 

1. Remember Your Customer: The IT buyer is discerning – they don’t need the hype machine (in fact, they hate it) – they want to understand the facts. What do you sell? Who do you sell it to? How is it different? How much does it cost and can it save me money? Do my friends use it? Can it make my job easier? From a thought leadership perspective – they want to read about the problems that they face everyday, with clear technical solutions on how to solve them. They want insight they can’t get anywhere else. 
The executive buyer is more likely to be interested in trends  – but you don’t need to name-drop what’s “hot” simply to get their attention. Executives are plugged into their respective industries – if you’re going to talk about trends, think about vertical positioning, strong opinions and showcasing unique insight. Customer stories and use cases work well here – they answer the question of, “who else do you work with?”

2. Market What You Sell: You can’t be everything to everyone – it’s confusing and takes you off message. If you try to position your product around every emerging threat – reporters will stop taking your calls and prospects won’t open your email campaigns. Find your lane and stay in it – doubling down on topics where you can provide commentary that no one else can. Create content that’s centered around the actual capabilities of your product today, with an expert eye on the future. Remember, “we can do it too” is not a marketing strategy. 

3. Get Creative (But Don’t Lose Your Mind): Creativity will help you to stand out in a crowded market – but it’s totally irrelevant when you take it too far. Sure, the make-your-own pina colada bar drove lots of foot traffic to your booth – but did your sales team have meaningful conversations? Will anyone remember what you do when they walk away? Did they watch the demo to get swag or because they actually wanted to see the product? Was your booth staffed with people who understand the product or did you just collect a bunch of unqualified emails? Creativity takes many forms – from engaging customers for storytelling, to proprietary data to sponsored content, multimedia and meaningful marketing campaigns. Keeping your customer and their needs at the heart of your creativity will make sure you can track real ROI against your efforts. 

4. Value-Based Thought Leadership: Thought leadership for spokespeople and executives is so critical – they lead your company, they should be leading the conversation. However, there’s a fine line between marketing messaging and true thought leadership. Marketers must challenge executives to have an opinion, put a stake in the ground and add value to high-profile conversations. The next time you write a piece of thought leadership content – challenge yourself to step away from it and ask – is this actually interesting to read? Will my audience learn something from this? Will my audience read this and find meaning in it? If the answer is no – take it back to the drawing board. 

How you tell a story is just as important as where you tell it. Cybersecurity marketers need to figure out where their audience is most likely to listen – it might be at a tradeshow, it might be through the press, it might be in a one-on-one meeting. Vendors in the space should rethink the vehicles that they use for storytelling – choosing the ones that are most likely to lead to their audience. 

This topic is so near and dear to my heart that I could talk about it all day – if you could too – reach out and let’s talk shop. I’m at kcreaser@affect.com. 

I recently participated in a webinar in which Omar Gallaga, former technology and culture reporter, joined a panel of TrendKite executives to discuss the good, bad, and future of pitching, along with general do’s and don’ts to keep in mind. There were several that stuck out and a few that we certainly already know, but it was good reinforcement to hear from a long-time journalist who’s been on the receiving end of it all.   

1. Keep it short: We know, we know – journalists’ attention spans are not very high and we obviously should avoid sending a 1,500 word email with a huge explanation. But taking it even a step further, PR leaders should now actually think with mobile in mind. Many writers are on the move or not at their desk and are viewing many pitches from a smartphone. A mobile friendly pitch is much easier to consume than a crazy, long-winded novel.
2. Be a human, always: A lot of PR professionals, especially those just starting out, tend to sound more like a robot when pitching media instead of a human. For those of us in the B2B tech space specifically, we can sometimes fall into the trap of using too muchjargon from our clients, which can unfortunately land many of us in the email trash bin. It’s key to eliminate this forced, unnatural way of writing by breaking down concepts in an easy to understand way, and personalize emails as much as possible. Of course, don’t get too personal if you don’t actually know the reporter well (because that would be creepy).
3. When is the best time to pitch? The panel agreed that avoiding first thing Monday morning (unless it is around breaking news) or late on a Friday afternoon when reporters get news dumps or are getting ready for the weekends / weekend news is best. Tuesday through Thursday is ideal timing, but make it mid-day, since first thing in the morning is when many journalists gear up, read through a mass amount of emails, have meetings, etc.
4. It’s okay to ask questions (when appropriate): When the time is right, sending a more casual intro pitch that asks, “What should I be pitching you?” or “What are you most interested in?” can sometimes go a long way. Don’t be afraid to ask for clear direction on what they’re covering and are looking for – you’d be surprised how few ask and how willing some journalists might be to answer. 
5. Give enough lead-time: Journalists hate when you invite them to come to some event happening the next day. It will likely be a no, unless it’s urgent. Reporters’ schedules can fill up a month out, especially for feature writers, so keeping this timeline in mind is key. That said, if it comes down to it, Gallaga recommended sending a note that says, “Hey, I know this is last minute but this just landed on my desk.” This puts a human face to it (remember, be human) and lessens the blow — if you just communicate that, it can go a long way.
6. Embargoes: Many clients expect day-of coverage when they’re releasing a news announcement, report, or product launch. Unfortunately we’re in an age where extensive, day-of of coverage is happening less and less for smaller brands or lesser-known companies. If you’re not a Google, Microsoft, Apple, or Facebook, it’s harder to achieve that level of mass coverage. With this in mind – while we think embargoes are a way to achieve this by giving reporters the scoop ahead of the news – the webinar’s panel surprisingly noted that reporters hate embargoes and (less surprisingly) prefer exclusives. According to Gallaga, reporters know they’re not the only ones getting the embargoed information and are waiting for someone to break the news. Instead, some reporters would rather get a simpler heads up without the promise of an embargo and a shared press release day-of.

The world of PR is changing in parallel to the evolving media industry and the future and fate of the work is still to be seen. Today though, PR pros are still a vital part of companies’ strategies to elevate their brands and drive exposure. While some reporters might hate to admit it, through the right tactics and consideration of how writers like to operate, PR leaders can continue to serve as quality resources and partners down the line.

Today is International Women’s Day and this year’s theme, #BalanceforBetter, really resonated with Affect’s management team. We’re three women who have worked together for more than five years and in that time, have supported each other through five maternity leaves and all of the subsequent triumphs and challenges that come with working motherhood. At the same time, we share a fierce commitment to our careers and the Affect team. We’ve laughed together, cried together and worked side by side supporting each other and our talented colleagues to deliver the best possible service to our clients. 

Diversity and inclusion breed creativity – and at Affect, it’s critical to our core values and mission. We believe that women should be given equal opportunity and pay and although we’re a small agency, we believe in doing our part to level the playing field. In celebration of International Women’s Day, here are a few reflective thoughts from Affect’s SVPs:

Melissa Baratta: “Ensuring gender balance is not only the right thing to do – it makes good business sense. Data has shown that time and time again, boards, businesses and teams work better when both women and men are well represented, especially in leadership positions. I’m proud to work at Affect because I have never felt like there is a glass ceiling. If there is a goal I want to reach or an interest I want to pursue, I am encouraged to do so and supported in that effort. We are all unique individuals, but as a team, we are united in doing great work and in the belief that we should celebrate diversity and inclusion, and always be working to build a more gender balanced industry.”

Brittany Bevacqua: “Of all of the projects I’ve led in my career, some of the most rewarding have been those focused on female empowerment and leadership. In the male-dominated tech sector, it’s more important than ever to make sure female leaders are seen, heard and supported as they rise the ranks. I’m proud that PR has been a driver for amazing female executives to get profiled in tier 1 business publications, included on top leadership lists/rankings, invited to speak at conferences and earn board seats.”

Katie Creaser: “On International Women’s Day, I am celebrating the balancing act of being a woman – and letting go of preconceived notions and stereotypes. I am a dedicated, present mother and I am professionally ambitious. I am confident and I am emotional. I am empathetic and I am focused on the bottom line. Women shouldn’t have to sacrifice who they are in order to succeed – they should be supported and empowered to be themselves at work, without judgement. In my career, I’ve been incredibly fortunate to be surrounded by women and men that have lifted me up and made me feel like I can have it all. I hope to pay this forward to other women that enter the industry.”

Keep It Fresh
Feedback varies in flavor and presentation, ultimately aiding in personal development. But more importantly, it’s perishable. Do you wait until set review cycles (monthly, quarterly, annually, etc.) to share feedback? If so, you’re missing out on many critical moments to improve and inspire your teams. The most effective managers critique employees often and immediately – it can be as simple as tweaking a pitch or as substantial as suggesting an alternative strategy. After all, employees are human and mistakes will be made – but uncorrected mistakes inevitably fester into bad habits.

Foster Honest Exchanges
Explicit, transparent feedback eliminates any likelihood of miscommunication. Managers should avoid “sugar-coating” their suggestions at all costs and create an environment where insights are praised, not avoided. Creating open and honest forums is three-fold:

1. Acknowledge the specific behavior(s) and ask how you can help.
2. Offer actionable advice that’s absent of “vagueisms” such as “thinking outside the box,” “taking a deeper dive,” or “streamlining.”
3. Establish additional touch points by scheduling weekly one-on-ones and team meetings, maintaining an “open door” policy and promptly responding to team emails.

Separate Cultural from Functional
When assessing current and prospective employees, form a healthy mix of objective and subjective standards based on your company’s values. For example, a likable applicant may not always be the most productive, and vice versa. Culture fit is a core tenet at Affect, but we make it a point to test an applicant’s attention to detail during the hiring process. If an interviewee shares similar values, yet doesn’t adhere to exact instructions on a writing assignment, we simply don’t hire. Exceptional character is an added bonus for any model employee, but it shouldn’t ever be confused with bottom-line, performance-based standards.

While opportunities to build your network are everywhere throughout your regularly scheduled life, one of the best and easiest places to work on professional networking is at industry conferences. It’s not always easy to just walk up to a perfect stranger and start chatting but practice makes perfect.

If you want to hone your networking skills to make better connections, here are a few easy tips to help you get the most out of any new meeting.

1. Do your homework and come prepared: Spend some time ahead of the show researching attendees/companies that you want to meet and come prepared with a few questions to help keep the conversation flowing. Don’t be afraid to reach out beforehand to schedule some pre-planned meetings as well. This will maximize your time by making sure you’re meeting with the right people to hit your objectives – whether that is gathering leads, recruiting or just expanding your network. Knowing what you want to accomplish ahead of time will help you meet your goals on site.
2. Be personal: After all, you’re there to build relationships. Don’t dive right into business – share something about yourself, find a common area of interest and give them something to remember you by. Make them want to work with you!
3. Know your message: Meeting with top executives can be intimidating if you don’t have a clear idea of what you’re trying to say. You want to put yourself and your company in the best light possible while avoiding coming off like a sales pitch. Be prepared to answer a few general questions like – What is your agency’s area of expertise and/or core offerings? Who are some relevant clients you have worked with in the past? What makes you different? By having a simple elevator pitch ready to go you’ll appear smart, confident and focused.
4. Don’t be afraid of the hard questions: While being able to cover the basics is key,everyone dreads getting asked tricky questions that they are not prepared or able to answer. If you run into questions about company finances, lost clients, budgeting etc., don’t feel compelled to answer on the spot. You’re there to drum up new leads but if your expertise is more focused on the day-to-day execution, feel free to offer a follow up with your senior team. Don’t get caught in the trap of saying something you shouldn’t.
5. Follow up in a timely manner: After the event, send a quick note to move the conversation forward. Follow up with useful resources, ask them to connect you to other members of their team if they are not the right person or simply look to coordinate a coffee meet-up to continue building the relationship. The networking process doesn’t end just because the show is over.

While this can seem overwhelming, there are three steps you can take to help improve your writing on their behalf.

Do your homework

Just because you’ve read your clients emails does not mean you have a firm understanding of their voice and tone. I’ve witnessed clients ham it up over email and then deliver incredibly buttoned up bylines on the same chain. Instead of rolling the dice, check out their LinkedIn profile, research videos or audio of past speaking events and/or media interviews, look at past bylines they’ve written, and sift through the company blog. When it comes to understanding your clients voice, you can never be too thorough.

Hop on a call

Don’t rely on past conversations to understand your client’s point of view. While independence is important, bylines are a team effort and require constant feedback from both sides. Rather than sending over a byline that may require several rewrites, schedule a quick 15 minute call to understand the written personality of your client and the key messages they want to convey about the topic.

Keep their target audience in mind

After securing a byline or finding a trending topic for your client to comment on, it is important to keep in mind who you’re writing for. Clients often consider their messages to be universally appealing, but this isn’t necessarily the case. Research the publications content style and typical audience. This can help shape your messaging and provide direction on what will be most impactful to the readers.

Writing on behalf of your client doesn’t have to be a chore. In fact, it can serve as an excellent opportunity to build report with a thought leader/ CEO who might be on the fence about outsourcing their voice. By conducting simple research and keeping the lines of communication open, you’ll be well on your way towards nailing that next big piece of client content.