Shweta Agarwal

Rapid Response: Some Do's and Don'ts for Success

With the rise in security breaches and cyber criminals getting more sophisticated, it is rare that a day goes by without a security incident being reported. As soon as a cyber threat or a data breach news story breaks, IT security reporters begin their investigation into the importance and impact of the breach. They are under tight deadlines to file their stories and most of the time, welcome commentary from security experts who are in the know or can offer thoughts on the consequences of the incident. In addition, there can be instances where vendors and their research teams discover vulnerabilities that need to be flagged and addressed immediately. Both of these circumstances present a great opportunity for executives to share useful insight about what or who was at fault, the damage it can cause and measures to avoid such incidents in the future.

Over the years, Schwartz Communications has gained significant experience and expertise in identifying opportunities to help position its security clients as thought leaders. Offering expert opinion on a timely issue can be a sure shot way of establishing your credentials as an industry thought leader. Rapid response has many benefits, but primarily it helps to:

Build relationships with the media. If you comment on critical issues in a timely manner and share valuable information, you will gain the reporters’ trust. Over a period of time, you may become a “go to” source for industry stories they might be working on or perhaps when another breach or threat hits. Also, chances are that they will be more open to taking briefings from you when you have company news to report, as they will have a level of trust and a better understanding of where your company fits into the big picture.

Beat your competition to the punch. Even if your competition is ahead of you in the numbers game, this is your chance to be the leader and beat them to the punch. There is nothing worse than being excluded from the right conversations at the right time. Always be prepared to stay ahead of the game and to be able to provide meaningful analysis and commentary when it is needed. 

Empathize with the industry and victims. By offering suggestions to remedy such situations, you share your concern at the rise in such incidents and the repercussions on those affected. You come across as a conscientious executive/organization that is well versed with the issues at hand and that you truly care about more than simply selling product and that you are involved in the security space for the greater good. 

Get noticed by your customers and prospects. This is a great opportunity to let your customers know that you are proactive and have your finger to the pulse  of the marketplace. When your customers read about you in the media, it will reassure them that they made the right decision in choosing to work with your company. Also, prospects that are in the process of evaluating technology and services in your specific competitive landscape may pay closer attention to you.

Rapid response is also a great opportunity to generate media coverage during a slow news period. However, please be mindful of the following before you decide to comment on a security incident:

Determine if the breach/security incident is PR worthy. Before you decide to comment, please ensure that the breach/security incident falls into your area of expertise. Just because a given attack or incident is getting widespread media attention, if you cannot speak from an authoritative standpoint, do not feel the need pursue being a part of the news and create a bad situation by trying to force-fit your way into the hype. Also, keep in mind that not all incidents are created equal. Ascertain whether it is worthy of your time and efforts to comment on any random and small-scale events.

Be aware as to whether or not your customers or partners are involved. Be sure to properly evaluate the given breach/security incident and be mindful as to whether or not your customers, prospects or partners are directly involved. If you choose to engage in offering expert commentary, be sure that it will not be frowned upon and have an adverse affect on your business relationships.

Do not plug your product. Unless you are specifically asked how your company's products or services could have helped in the given instance, this is neither the time or place to seek plugging your wares. Instead, be sure to provide commentary that is vendor-neutral.

Be clear, intelligent and timely. The very purpose of a rapid response campaign gets defeated if you cannot drum up a quick response that is relevant to the situation at hand or are unavailable to conduct any media briefings. If you are pressed for time, offer written commentary that encapsulates your thoughts and analysis of the situation. Let the reporters know that they are free to use this commentary in their news stories about the incident being reported.

Put your creative hats on and think of ways you can leverage rapid response campaigns to establish your industry credentials. If you have any questions or would like Schwartz Communications to assist you, please drop us a line or add your comments below. We would love to hear about your success with rapid response programs.

Posted by Shweta Agarwal on June 18, 2010 at 8:37 AM
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