Whiteoaks’ new research of 152 senior cyber security communications professionals examines:
- How unclear or over-confident cyber security messaging can affect buyer trust and industry credibility
- The scale of miscommunication across cyber security marketing, PR and communications
- Why clearer standards, accreditation and more responsible communication is needed across the sector
The miscommunication problem in cyber security
Cyber security is a high-stakes market where marketing communications influence how buyers understand risk, assess solutions and make decisions that affect operations, compliance, finances and reputation.
Yet the industry faces a persistent communications challenge. Solutions are complex, threats change quickly and buyers are often reliant on marketing, PR, sales and analyst messages to understand what a product or service can realistically deliver.
When those messages are unclear, over-simplified or over-confident, such as claims that imply complete protection, or present evolving capabilities in absolute terms, they can distort expectations. They create a gap between what buyers believe they are getting and what a solution can provide in practice.
The consequences of that miscommunication can be serious – from commercial and reputational damage through to misplaced confidence, internal confusion and greater scepticism towards cyber security claims.
New research of cyber marketing, PR and communications professionals
To understand the scale of the miscommunication problem across the industry, Whiteoaks commissioned independent research from Censuswide among 152 senior marketing, PR and communications professionals working in cyber security organisations.
The report examines:
- The biggest communications challenges facing cyber security organisations
- How widespread miscommunication is across the industry
- The operational, commercial and reputational risks it creates
- Whether the industry needs clearer standards or a code of practice
- The role of responsible communications in reducing miscommunication risk
To add depth, senior marketing and communications leaders were also brought together for a closed, in-person roundtable. Their perspectives are included throughout the report to provide further context and interpretation.
Key findings
- Almost all respondents (99%) report using terms such as “secure”, “100% protection” or “fully protected”. At the same time, 89% acknowledge that this language may give the impression of complete protection.
- Nearly one-in-three (30%) said they had been involved in producing messaging they believed included excessive, misleading or unsubstantiated claims.
- Almost half (47%) of cyber communications professionals say their organisation has experienced commercial or reputational impact as a direct result of inaccurate or overly simplified messaging.
- More than eight-in-ten (86%) believe the sector’s communications practitioners should achieve a cyber-related accreditation, while over nine-in-ten say the industry needs clearer communication standards or a code of practice (94%).
Download the full report to understand where there is miscommunication, the risks it creates and how the industry can move towards more responsible communication.
