Why cybersecurity companies expanding globally need a local PR presence
The global cybersecurity market is seeing consistent growth, with Gartner predicting spending to increase by a further 15% to hit a total market value of $212 billion in 2025.
Vendors face an important decision to capitalise on the market opportunity. They can maximise existing efforts and focus resources on their current geography or use some of those resources to expand into new markets.
Unfortunately, many vendors fool themselves into thinking they are expanding into a new market. But if the resources they dedicate are too small, then in reality they are just continuing to focus on their original geographical space, but with bigger international targets they will never achieve.
Choosing not to set up a local public relations effort in the new target country is one problem that can make it very tough to make any headway.
A strong PR strategy builds trust and credibility with potential buyers and ensures that your brand’s voice is heard amongst all the other competing vendors. This can’t be achieved in a top-down way. You must have PR working from the bottom up – working locally in the target market. There is no other way.
Why regional knowledge is essential
While a centralised PR effort can reach global markets, there will always be distinct regional concerns, regulatory environments, economic conditions, and cybersecurity maturity levels at play.
This is especially true for vertical markets – from health to finance and manufacturing – that require more targeted and specific messaging. Local knowledge will help identify the most relevant trends and translate PR efforts to match, building strong trust and credibility.
Awareness of different solutions and tech trends is also an important factor. Different markets have different levels of maturity and knowledge for cyber industry subsectors. A tool that is well-established in the US may still be emerging in other regions.
Companies working with trusted local PR partners on stories and campaigns which are tailored to the market will be in a stronger position to connect with their audience at the right level of knowledge, leaving those without representation at a disadvantage.
Working with local partners
While strong, centralised leadership is important for keeping global outreach cohesive, it’s important not to fall into an “ivory tower” situation where HQ dictates messaging that may not resonate with regions.
The best way to manage this is with a “hub and spoke” structure. Start with the same central core campaigns and messaging, but develop them with local spokespeople and influencers, flavoured with regional trends and data.
This can also help bridge the gap between PR, marketing and sales, ensuring that all three are on the same page and hitting the right notes for the target audience.
Working with a global network of PR partners is one of the best ways to achieve this structure. Good PR is highly reliant on knowing the right journalists and influencers, and a regional PR team will have well-established relationships with contacts as well as knowledge of key trends for the area.
This is why vendors expanding internationally need support from on-the-ground PR experts who understand the local media landscape.
Networks like Code Red Global provide localised PR support while maintaining brand consistency worldwide. If you’re undergoing expansion, why not find out how our global network can help? Find out more here.