Here at Voxus, security is a specialty. We pride ourselves in our ability to understand and communicate security products, issues and trends with clarity and precision. But that task isn’t always that simple. Recently, we began to work with a new client that has a complex cybersecurity product for a very specific niche market. Because the product was launching simultaneously with the company, media outreach entailed not only vertical outlets but local news. This meant taking the message to a highly informed audience (the security space) as well as local media, who might need a little more help to really comprehend what makes this company unique.

Armed with our experience in security and a few messaging exercises, we sat down for a brainstorm to determine how best to make this product accessible to all of our target audiences. What we ended up with was a tactic popularized by the app market and national tech media – the relatability game. In the case of this client, it meant applying the widely-known concept of SSL to other forms of web development security. HTTPS and SSL are terms web developers and the average consumer  encounter on a daily basis, attacks like Heartbleed and the prevalence of SSL for online consumer credit card transactions makes these messages far more mainstream than they were a few years ago. That gave us a running start to pitch our news to local and vertical media.

Entering the era of the Tinder for ‘this’ or the Uber for ‘that’

It seems like everyone is making an app these days.  These apps make it easier for you to find a quick date or a ride around the city — and they’re also helping us translate our messages across verticals. You may have heard of “The Tinder for Jobs” or “The Uber for Doctor Housecalls” and maybe the “The Uber for Trucking.”  These taglines are out there and making a quick name for their companies by relating their products to other mainstream apps. It’s a common strategy, and while it may get tiring to some of us who follow it day-by-day, it’s clearly effective.

And this strategy isn’t just for the app market; with security clients, we can employ this same idea. It’s just a matter of distilling the right messages. So if you’re stuck with great product but a complicated message try getting creative with your brainstorming, or give us a shout. We can help!

This post is part of a month-long series based on Voxus PR’s award-winning work in security and cybersecurity public relations. To view all of this month’s posts, click here.