“Trust arrives on foot and leaves on horseback.”
If you work in cybersecurity, that saying will feel all too familiar. Trust is the foundation of everything. Without it, your customers won’t invest in your solution, won’t hand over their data and won’t bet their reputation on you.
Cybersecurity operates in the background. It’s invisible, until something goes wrong. Yet, businesses and individuals are expected to take a leap of faith, entrusting you with their most sensitive information. One breach, one failure and that trust evaporates. And as we all know, once it’s gone, it’s a long, uphill battle to win it back.
So how do you build trust when your customers can’t see what you do? This is where modern PR – and more specifically, Performance PR – can make the difference.
Why trust matters in cybersecurity
Your customers don’t just need a cybersecurity solution. They need confidence that their data won’t be compromised, misused or exposed. The consequences of failure – financial losses, legal action, reputational damage – are severe. Trust is shaped by perception, and perception is shaped by how you show up in the market. It’s built over time, reinforced through consistency and strengthened by the right strategic communications. That’s where thought leadership comes in. When done well, thought leadership educates and reassures. It positions your brand as the expert, the innovator, the safe pair of hands. It takes complex, intangible security concepts and translates them into tangible proof points which build confidence.
Performance PR: Building trust and credibility
If you’re new to Performance PR, here’s what you need to know: it’s PR with purpose. Every campaign is tied directly to business objectives, measured rigorously and delivers quantifiable results. No vanity metrics or vague promises. Before a campaign even begins, targets are set. And if those targets aren’t met? You don’t pay. At Whiteoaks, that’s our ‘fixed fees for fixed outcomes’ promise.
What does thought leadership look like?
Trust is built through consistency, expertise and smart amplification. Performance PR goes beyond traditional PR by taking media coverage and supercharging it through content, social media and creative.
- Content collateral: Insightful content, such as articles, blogs, talking heads videos and whitepapers which establish your
authority and shape industry conversations. - Social media presence: Sharing expert insights, engaging in discussions and reinforcing credibility in real time.
- Speaking opportunities: Security events, webinars and podcasts which allow you to showcase expertise and reach audiences in a more
direct, engaging way. - Strategic media placements: Coverage in the high-profile industry outlets your audiences read that position you as a go-to expert in cybersecurity.
Thought leadership delivers more than trust
Thought leadership is about consistently showing up, adding value and shaping the right conversations.
Over time, this builds trust. And with trust comes:
- Market differentiation: A distinct, authoritative voice that sets you apart from competitors.
- Greater visibility: Media opportunities, speaking engagements and partnership potentials.
- Business growth: The credibility and confidence which attract new clients, retain existing ones.
But can you measure trust? You can certainly measure the markers of trust through carefully tracked metrics in Performance PR.
What’s the media saying? Sentiment analysis can distinguish positive, neutral and negative feelings towards your brand. If confidence in your brand is growing, you’ll see it.
How do you compare against your competition? Media mentions, social engagement and industry presence reveal influence. Are analysts citing your insights? Are decision-makers engaging with your content? If your voice is driving discussions, that’s trust in action.
Is trust growing? Brand perception surveys, sentiment tracking and first-party feedback tell you if your thought leadership is building credibility. Are you shaping decisions and perceptions? If the answer is yes, your strategy is working and you’re building trust.
If trust arrives on foot, we’ll make sure you’ve got the right boots and a clear path forward. Let’s talk if you’re ready to establish your brand as a trusted cybersecurity leader.
