Black hats, blue teams, red teams…the forces behind the cyber threats of today sound like GI Joe clashes or groups of X-wing fighter pilots in Star Wars. It’s no wonder, since the security industry can feel like a constant battle to stay one step ahead. If you’re growing your cybersecurity company, you know the need for innovation is on the rise, especially with new attack threats and infiltration methods entering the market. With every new WannaCry ransomware or Mirai botnet equivalent, it can feel like dozens of new IT security solutions crop up for a landgrab. Fear not, Padawan, there are also forces within you to stand out.

Respond to news

The nature of IT security requires companies to have nimble, talented experts. This is perfect for the rapidly changing news cycle. Reliance on open source assets, common hardware and widespread IT infrastructure means that any new exploit can carry devastating effects en masse. When teams uncover security gaps or develop new patches, word needs to spread quickly to ensure organizations can implement fixes or seek help. If you can provide guidance or context to a news story, you act as a trusted source in a non-promotional way, which press prefer.

Report your findings

The cybersecurity community lends itself to sharing scientific discoveries in the fight against new types of attacks. Whether you’re monitoring attack traffic, counteracting ransoms, detecting hidden malware or updating customer configurations, chances are that you have an inside peek to a range of threats before they hit the mainstream. You don’t have to have a built-in brand name like Verizon or Akamai, either. Our client Nexusguard develops a quarterly threat report on recent DDoS attack data. You can release advice about patches or brand-new threats on a more frequent basis through blogs, email alerts or other company collateral.

Regroup with influencers

As you collect product feedback and testimonials from customers, you may want to explore additional third-party validation through analyst relations or security experts that are influential in the market. These researchers and bloggers can provide a valuable soundboard for market expansion and message testing for new technologies. If your solution is designed for the enterprise, you may want to introduce your company and technology to analyst firms like Gartner and Forrester, which doesn’t always require a paid relationship.

Making a splash in the security market shouldn’t require headlines caused by millions of leaked records, billions of dollars spent, or publicly cleaning up after these disasters—which few can disclose. Build your profile in a positive way by trying these activities or consult a communications agency with experience in the security market to help you navigate the best approaches for you.