Cybersecurity is a hot topic in the media, but also a complex and technical one. How do you write a press release that captures the attention of journalists, customers, and stakeholders, while also conveying your key messages and insights? Here are some tips to help you craft a cybersecurity press release that stands out.
Before you start writing, you need to understand who you are writing for and what they care about. Different audiences have different levels of familiarity with cybersecurity terms, concepts, and issues. For example, a technical press release aimed at IT professionals might use more jargon and details than a general press release aimed at the public. You also need to consider what your audience wants to know, what problems they face, and how your press release can help them. Tailor your tone, language, and content to your audience's needs and interests.
Press releases should rarely be used as tools to help you stand out. They are poor conduits for attracting attention - PRs are historical records of your evolution as a business. They should, however, be easy to understand and seen as a resource. Use language that your neighbor (who isn't in tech/infosec) can understand. You don't have to avoid technical language, but you should include enough descriptive language so that a reader can grasp the concepts without having spent a decade in infosec. Using customer examples of real impact (if you can, with dollars attached) will make the announcement more tangible. To attract attention and stand out, identify an approach that's authentic to your company and allows your brand to shine through.
Writing a press release in any technological field requires some early rules: the most important - if you have nothing to say or to innovate, it is better to remain silent. Don't issue a press release just because "the client asks"... Messages involving cybersecurity are usually accompanied by links to events (a hospital cyber hack), interesting technological innovation and of course the entire financial field. Beyond correct and precise writing that shows technological understanding, I also always recommend carefully examining who the message is intended for and 'tailoring it' precisely to the recipient. Sometimes it is easy to forget that journalists are also human beings and there are significant differences, understand between them...
While press releases are becoming more and more outdated, they are still used to transfer information from one audience to another. To make the release stand out -- consider a few approaches. 1. SEO the release, send it on the wire and add it to the company website so it's indexed by Google. 2. In today's cyber world, it's less about the tech, and more about how the tech impacts audiences -- B2B, B2G, B2B2C, and/or B2C. 3. Traditional cyber releases were focused on the tech and specs, today, brands need to look at it from a 30,000-foot perspective to think through the implications of the tech to tell that story. 4. finally, if it's not newsworthy, turn it into a blog, vlog or social post. Don't write a release unless you have news value.
Press releases are issued by companies to alert members of the press and their audience about news worthy features, developments, people. They can be sent via mass distribution or to specific media. Regarding cybersecurity, to cut through the clutter, and hence, standout from competing stories, focus on stories that the targeted press and their audience will find apealling. This way the story will have a better chance of being published. Bottom line is: know your audience.
Do not send anything out into the blue, know your audience, have a strong network and have something to say. If you have a topic connected to cyber security - check if your audience is deeply interested, create a story and/or link it to an event. Ask your client if there is really a need to send out yet another press release. Better to get in touch with opinion leaders and find out what are they looking for, what is needed and how a support would be logical.
The headline is the first thing that your audience will see, and it can make or break your press release. You want to write a headline that is clear, concise, and compelling. It should summarize the main point of your press release, highlight the benefit or value of your cybersecurity product, service, or announcement, and include relevant keywords. Avoid using vague or sensationalist words that might undermine your credibility or confuse your audience. A good headline should spark curiosity and interest, but also deliver on its promise.
Using the five Ws and a H is most effective in writing a catchy lead for your cybersecurity press release. Press lease in its structure is concise and goes straight to the point. So utilizing the 5Ws and a H help you present your main ideas first. The 5Ws and a H answers the question Who, What, Where, When, Why and How. Using the inverted pyramid, starting with the main idea downward, also makes your cybersecurity press release stands out.
a good headline is not sensational etc., it says something interesting and is the first impression. Keep it short, simple and understandable. It should bring people into the teaser section where you can elaborate in the w's etc., also make sure that it let people think about their own opinion and not try to manipulate.
Relevance and brevity are far more important than being catchy or pithy. Save the click bait for the marketing team to use on social media posts. For press releases, stick to the point... assuming you have one.
"Striking a Balance: Crafting Captivating Headlines" As a publicist, crafting a captivating headline is critical to reel in your readers. That being said, it's equally crucial to strike a balance and avoid overly sensational headlines that may compromise credibility. Interestingly, our interactions with reporters and media outlets have revealed a preference for headlines that align with trending topics, seasonal themes, or regional highlights. These elements seem to resonate well with a wider audience. Therefore, we suggest giving careful consideration to these aspects when creating your headlines. Incorporating such elements can offer topical relevance and appeal, potentially enhancing the reach and impact of your content.
Keep your headline short, concise, and catchy. In the subhead, you can include a short sentence on who is impacted and why people should care (but get into more specifics in the body of the release). Avoid jargon or sensationalism.
The inverted pyramid is a common structure for press releases, where you present the most important information first, followed by supporting details and background information. This way, you can capture your audience's attention and provide them with the key facts and messages right away. You can also make your press release easier to scan and read by using short paragraphs, bullet points, subheadings, and quotes. Remember to answer the five Ws: who, what, when, where, and why, and include a call to action at the end.
Present vital information first, followed by supporting details and background. Capture your audience's attention and make your press release scannable with short paragraphs, bullet points, subheadings, and quotes. Answer the five Ws and include a clear call to action.
To make it stand out, consider weaving in a compelling narrative or a real-world scenario that illustrates the urgency and relevance of your message. This approach, combined with the classic 'who, what, when, where, why,' not only grabs attention but also makes complex cybersecurity concepts relatable. Don't forget to infuse your brand's unique voice and a strong call to action that resonates with your audience's needs and challenges.
En toda redacción, no solo en comunicado de prensa debe haber una estructura en el texto para que cumpla su función. Generar atención, mediante un gancho que mantenga la atención de la audiencia lo suficiente. Generar Interés, con los beneficios, valores agregados o soluciones para que el lector genere conexión y empatía con la información. Generar Acción, ya que lo que queremos es mantener al público objetivo y generar confianza.
La pirámide invertida es especialmente útil en casos de ruedas de prensa relacionadas con eventos noticiosos de última hora, conferencias gubernamentales, lanzamientos de productos y anuncios importantes. En estas situaciones, la entrega rápida de información clave al inicio permite a los periodistas y sus audiencias obtener lo esencial incluso con limitaciones de tiempo. La estructura se adapta bien a la naturaleza dinámica y cambiante de estos eventos, garantizando la transmisión eficaz de los detalles más importantes.
La estructura de la pirámide invertida es una técnica efectiva para comunicados de prensa, priorizando la información crucial al principio y luego proporcionando detalles y antecedentes. Esta metodología asegura que la audiencia capture de inmediato los mensajes clave. Facilita la lectura mediante párrafos cortos, vi?etas, subtítulos y citas, mejorando la accesibilidad. Es esencial abordar las preguntas fundamentales (quién, qué, cuándo, dónde y por qué) y concluir con una llamada a la acción, brindando dirección clara al lector. Esta estructura optimiza la comunicación efectiva en los comunicados de prensa.
One of the goals of a cybersecurity press release is to establish your authority and credibility in the field. You can do this by showcasing your expertise, experience, and achievements in cybersecurity. For example, you can mention any awards, certifications, partnerships, or testimonials that demonstrate your reputation and quality. You can also use data, statistics, case studies, or examples to support your claims and show the impact and value of your cybersecurity product, service, or announcement. However, be careful not to overload your press release with too much technical information or jargon that might confuse or bore your audience.
Press releases are not effective anymore. Don't bother with them. Seriously. I have to write 125 characters here and it's ridiculous.
Lots of Monty Python references. Presumably anyone reading a cybersecurity press release is intimately familiar with the flying circus…
Craft a narrative around your press release that not only highlights your cybersecurity solution's real-world impact but entices journalists with an exclusive angle. By presenting your unique case study, you create an opportunity for journalists to write an exclusive story, setting your press release apart. This personalized touch significantly increases the likelihood of journalists picking up your release, resulting in an exclusive story that captures the attention of both industry insiders and a broader audience, ultimately solidifying your position as an industry leader in cybersecurity space.
Press releases are viable if you've done the research necessary to properly identify your audience and are able to tailor your information for them. I use press releases to push enough, well packaged, information into my audiences to encourage them to reach out for more info. Press releases shouldn't be 'fire and forget' products. They should encourage the audiences to reach out.
Don’t write a press release. This is a scam and archaic form of public relations meant to put money in the pockets of press release wire services. Who is picking up a press release these days?
Cybersecurity is a challenging and dynamic domain, where threats and risks are constantly evolving and increasing. Your audience is likely to have some pain points or concerns related to cybersecurity, such as data breaches, ransomware, phishing, or compliance. You can use your press release to address these pain points and show how your cybersecurity product, service, or announcement can help them solve or prevent them. You can also use emotional appeals, such as fear, urgency, or relief, to connect with your audience and motivate them to take action.
Don't Induce Fear : In tackling cybersecurity concerns, it's important to address pain points such as data breaches, ransomware, phishing, and compliance without inducing fear. Craft a message that focuses on offering solutions to these challenges, positioning your cybersecurity product or service as a proactive means to mitigate risks. Educate your audience with insights and examples, highlighting how your offering provides tangible benefits and peace of mind. Encourage action through a clear call to action, and engage with your audience by being responsive and supportive.
All too often, I noticed many press releases drilling down to features and specifications, with lots of technical jargon that may confound mainstream media, or perhaps even trade media. It is important to stay away from proprietary jargon and write simply. It may be Dr Albert Einstein who said, “If you can't explain it to a six year old, you don't understand it yourself.” So, keep your messages simple, addressing people and their needs.
Mettre en avant les freins pour le lecteur. L’avertir et lui proposer des solutions pour lever les freins. Plus vous serez direct et exhaustif sur les freins, plus vous développerez une relation de confiance. Plus vous proposerez des solutions pour lever les freins, plus vous serez légitime et reconnu dans votre expertise.
Identify the unique or significant aspects of your cybersecurity news and emphasize them in your press release. This could be a groundbreaking discovery, a new product, or a major security breach. Back up your claims with relevant facts, statistics, or research findings. This adds weight to your press release and makes it more convincing.
La ciberseguridad, un ámbito desafiante y dinámico, enfrenta amenazas en constante evolución. La audiencia probablemente tenga preocupaciones como violaciones de datos, ransomware, phishing o cumplimiento. El comunicado de prensa puede abordar estos puntos débiles, destacando cómo el producto o servicio de ciberseguridad puede prevenir o resolver estos problemas. Además, se sugiere el uso de apelaciones emocionales, como el miedo, la urgencia o el alivio, para conectar con la audiencia y motivarla a tomar acción. La adaptación a las preocupaciones específicas de ciberseguridad y el uso de emociones estratégicas fortalecen la efectividad del mensaje.
Finally, before you send or publish your press release, you need to proofread and edit it carefully. You want to make sure that your press release is free of any spelling, grammar, punctuation, or formatting errors that might undermine your professionalism and credibility. You also want to check that your press release is clear, coherent, and consistent, and that it follows the style and guidelines of your organization and the media outlet you are targeting. You can use tools, such as Grammarly, Hemingway, or ProWritingAid, to help you with this process, or ask someone else to review your press release for feedback and suggestions.
Find some people to do the proofread for you and give you feedback. they might have questions you could answer and give you new ideas. To have reviewers in place can help to customize an article and meet more needs or expectations from the targeted group of readers.
Just as emphasis, another person's eye can help a lot in proof reading so much than you do oneself. One other helpful way to proof read, is do it after sometime, give yourself some hours or a day, then re-read the piece you will do an excellent job in editing your work for the best.
It is important to makes sure that consistency in terms of style, tone, and formatting is kept throughout the press release.?Also,? double-check all facts, figures, names, and dates mentioned in the press release. Accuracy is crucial, especially when dealing with data or information that can be easily fact-checked.Double-check all facts, figures, names, and dates mentioned in the press release. Accuracy is crucial, especially when dealing with data or information that can be easily fact-checked. And also think about the audience. Use the language and wording of the intended readership.
A clareza e a precis?o s?o fundamentais ao escrever um comunicado de imprensa sobre ciberseguran?a. Evite jarg?es técnicos excessivos e sempre explique os termos técnicos para garantir que seu público entenda a mensagem.
Besides the obvious, take this as an opportunity to consider your language. Use engaging language and ensure it aligns with your brand.
Award-Winning Global Technology Exec | CMO | Ex Microsoft | Founder | Speaker | Mentor
There's a giant assumption here in this article title: that making a press release "stand out" is somehow a business objective. Creating a press release that stands out, whatever the topic, is an activity, not a business outcome. Is a press release even the right activity to drive the business outcome(s) you are aiming for?
Try to add value to the current conversations in the industry. Are you sharing data points journalists can use in future stories? What about a quote from a well-respected analyst in the industry? Use the press release as an opportunity to educate instead of boast.
Don't rely on AI or ChatGPT to draft this. The media, and your consumer, will see through this. Have a point of view and move on it.
Make sure someone is in the office to respond when people respond to the press release. There's nothing more annoying to a journalist than getting a press release, contacting the company, and being told the person is on vacation.
Make it informative enough for someone who, while presumably care about cybersecurity, doesn't (yet) know the company's name, product/service, or what it does, and why it's (increasingly) important. So be sure your first paragraph or two includes key facts like company name, URL and BRIEF (<6 word) what-they-do appositive (avoiding backpatting and other adverbial bloviation). Remember, you're not trying to get journalists to run your release (although you should write the release so it could be run as is), but rather, to spark a story about/including your client/product/issue.