Turning Emerging Trends Into PR Coverage: Trendjacking

There are many ways to win through reactive pitching, including researching and reacting to a breaking or developing industry news story, or even to specific competitor news. But, what if there aren’t any industry-related announcements? 

Even if there isn’t news, there are always trends, especially in the fast-moving, constantly-changing field of SaaS. “Trends” is a broad term used to describe topics being discussed by significant industry stakeholders, including your customers or prospects, or subject matter consistently receiving coverage from media. A vertically broad, present-day example of a trend is sustaining a culture and supporting effective task workflow while entire businesses work remotely. 

After identifying a trend, trendjacking comes into play. Trendjacking — providing commentary or insights from an industry thought leader on emerging trends — enhances your thought leader’s prominence in the field. Generating thought leadership coverage on rising trends also showcases your spokesperson or company’s expertise on the topic — enticing potential stakeholders. 

Receiving coverage via trendjacking is incredibly beneficial for brand awareness but is a difficult PR strategy to implement. A lot has to fall into place to run a successful campaign. Here’s what you need to achieve results and turn an emerging trend into PR coverage:  

Preparation, Research and Timing 

Preparation, research and timing are always crucial when conducting media outreach as they’re a successful campaign’s foundational elements. But, when trendjacking, those special PR ingredients need even more emphasis. 

As PR professionals, we should already know the ins and outs of our clients’ businesses, their opinions on specific market trends and topics, and their spokespeople’s interests and voices. This gives us the knowledge to monitor and research pertinent trending topics, identify potential media opportunities and respond accordingly. 

In SaaS PR, trends move fast. If you don’t capitalize right away, you’ve missed your opportunity — and, most likely, a competitor has taken advantage instead. Timing is everything: you need to be equipped to capitalize on identified trends and talking points before they arise, then mobilize quickly when they finally surface. To ensure a fast-moving process, prepare drafted and approved quotes and relevant company data to lend insights on trends and topics. You’ll have attractive materials ready to pitch at a moment’s notice. 

Take a Bold Stance 

When commenting on an ongoing trend, be bold. Quotes or insights from thought leaders should take a real stance or convey something different than what’s already been published. Repeating common knowledge or the same information a competitor said won’t get a reporter’s attention. Thought leaders must cut through the noise with a statement worth exploring. 

Other ways to stand out and be bold include insightful survey, customer or software data as well as customer stories related to the emerging trend. Like a quote from a thought leader, the data must be insightful or contrarian to what’s already out there. 

When referencing customer stories in relation to a specific trend, you need to highlight what makes the story special. Anecdotal evidence adds value to a reporter’s story and may provide helpful insight into posed questions about the topic. Thought leadership quotes, customer stories and data help a media target connect the dots between your product, your expertise and the overall industry trend. 

Media Targets

A common mistake PR professionals make when reactive pitching is focusing on members of the media who’ve already covered the topic. Why would the same reporter write about 5G’s impact on telemedicine two separate times? They most likely wouldn’t. 

Instead, pick publications and reporters who have yet to cover the specific trend but do cover the overall topic or industry. Using the same 5G and telemedicine example, research those who cover consumer, enterprise or general technology as well as healthcare and healthcare technology. A wide range of reporters may potentially cover the emerging trend, but make sure they haven’t specifically written about it already. 

Does trendjacking sound like a necessary strategy for your SaaS brand? Check out “The Reactive PR Playbook for SaaS Brands” to see your next steps.

Industries Poised to Seek Growth with Machine Learning in 2021

According to a 2020 Refinitiv AI/ML Survey, 72% of respondents — including data scientists, quantitative analysts, technology and data decision-makers — say that artificial intelligence and machine learning capabilities are a core component of their business strategy and 80% reported making significant investments in AI and ML technologies. Industries like security, finance and advertising are no stranger to the benefits and possibilities within machine learning. In fact, since it was originally created in 1952, organizations have been fine-tuning machine learning capabilities to correspond with their needs. Whether that task was detecting fraudulent activity or predicting the impact of an upcoming advertising campaign, machine learning has been shown to greatly improve accuracy and efficiency while decreasing human error.

It is true that some industries aren’t prepared to fully buy-in to machine learning yet. Areas of business subject to interpretation, such as language translation, still need the perspective and attention of a human. Adrian Cohn, Head of Marketing at Smartling — a language translation technology and services company— shared his perspective with Fast Company: “Machine translation has come a long way and is evolving every day, but translations done by computer programs can sometimes alienate non-English speakers.” While some business functions may not be ready for full-reliance on machine learning yet, this technology is evolving and adding more smart capabilities to its skillset every day.

Machine learning advancements coupled with companies’ growing need for efficiency and accuracy has led to many new industries taking the leap and integrating machine learning into their business processes. Thought leaders from Brightflag and Greenlight Guru weigh in on two industries providing new and innovative capabilities with machine learning in 2021.

Legal: Spend and Budget Predictions


Historically, AI and ML capabilities in the legal sector have been largely utilized for tasks such as contract review, contract performance litigation prediction and legal research. So, widely-speaking, the legal industry knows a thing or two about machine learning.

Processes like legal spend predictions and legal matter management were traditionally outside of ML capabilities. As the legal industry shifts its focus to machine learning and big data analytics, these processes and more are now available to legal organizations. Ian Nolan, CEO and co-founder of Brightflag told VentureBeat, “For the second time in the last 15 years, companies are grappling with the legal and financial implications of a global recession. Brightflag is providing corporate legal departments with unparalleled visibility into their operations as they work to maximize the strategic value of their spending.”

The need for time efficiency, cost-savings and the importance of proactive efforts is not lost on the law industry. Machine learning innovations being brought to the industry allow these legal organizations to streamline processes and focus their time on providing better service as opposed to handling menial and time-consuming tasks. In fact, in an article for ITproportal James Loxam, Chief Technological Officer for Luminance shared that lawyers can increase time-savings of at least 50 percent from day one of the technology being deployed. By looking at the recent ML integrations alongside vast benefits associated with these technological capabilities, it is clear that the legal industry will continue its push for machine learning in 2021 and into the future.

Medical Device: Change Management


Similar to the legal industry, machine learning is fairly common within medical device companies. For example, machine learning is a key factor in wearable health technology — a smart sensor device that can predict the likeliness of heart failure — as well as imaging systems that use algorithms and data to identify skin cancer. However, as we head into 2021, more niche sectors within this industry are turning to machine learning for the first time.

Change management is one of the most cumbersome and high-priority tasks related to medical device quality management. As David DeRam, CEO of Greenlight Guru recently shared with Aithority, “28% of medical device professionals say it still takes a full day or more to run a change impact analysis. This tells us that medical device professionals are working from a reactive state that is tedious and error-prone, limiting organizations from gathering the quality insights that are needed to stay ahead of change.” To combat this, Greenlight Guru offers an AI and ML-powered change management solution.

Even the FDA has noticed the heightened focus of machine learning with the medical device industry. They have dedicated an action plan to address AI and machine learning in medical devices, proposed regulations and workshops that aim to share insights into this fast-approaching integration.

As we witness more industries integrating machine learning capabilities, it is clear machine learning will be a factor in the future of business success. Want to join the conversation around machine learning? Contact Lindsey Groepper to find out how BLASTmedia can help!

PR Planning Success: Media Analysis

So you have decided to look into new ways to reach your audience, customers, and investors through public relations, but where to begin? When kickstarting your PR planning, implementation, and evaluation efforts, research should be at the forefront of every great strategy. Rather than an unending loop of trial and error campaigns, taking the time to conduct research can be the make or break of your PR efforts. With proactive and strategic methods, PR initiatives can and should thrive. 

In order to execute successful PR planning, understanding the role research has in developing those strategies can play a key factor in determining next steps. There are many different types of essential research, but the one I want to focus on today is media analysis.

A media analysis provides valuable insight into what is currently happening in the media landscape — and what competitors are talking about. Having this information can help guide and build the best PR strategy for inserting thought leaders into conversations. 

First things first: media analysis 

PR planning is fun and exciting, making it easy to want to dive into brainstorming ideas and campaigns right off the bat. However, it is important to take a step back and gain perspective on key market players and the conversations they are having in the media. By doing so, goals and strategies can be better aligned. Instead, starting with a media analysis prior to planning and implementation can provide crucial information, such as what kind of stories are being written, which reporters and publications are writing about similar topics or stories, and who is covering competitors. This can include an assessment of many things: 

  • Share of Voice measures the percentage of all online content and conversations about your company or brand, compared to those of your competitors. Share of Voice is a great tool for understanding how much coverage you are receiving compared to competitors, however, it does not provide a representation of the quality of coverage received. 
  • Media mix consists of the make-up of a company’s different types of coverage including contributed content, features, quotes, mentions, and press release postings. We recommend a mix of 50% news, 25% contributed content, and 25% interviews and quotes from subject matter experts.
  • Press release strategies include a sound cadence of announcements to show consistent innovation and growth. These strategies can consist of product announcements, executive additions, fundraising, customer wins, original data and more. 
  • Spokespeople are the company executives who will be sharing their thought leadership expertise with the media. Their titles, experiences, and bold ideas help stand out against others in the industry and build up a brand.
  • Website impact can be analyzed through an assortment of metrics such as domain authority, potential reach, backlinks and website sessions driven by articles. Understanding impact better determines underlying strategies for outreach and media placements. 

At BLASTmedia, we provide a media analysis as part of our research process. Our new client onboarding includes an analysis of their media landscape prior to beginning our PR strategy and efforts. When conducting this research, we take a look at all of the above assessment topics from share of voice to website impact for both our client and each individual identified competitor. Breaking down each facet of their media strategies can help us determine where our clients stand in relation to their competitors and set realistic expectations and goals for standing out and driving thought leadership. In doing so, we come across key findings that impact our overarching PR strategy. For example, if competitors are focused on a cadence of press releases but with minimal thought leadership campaigns, our team can plan announcements in-tandem as well as prepare unique and bold angles to fill the thought leadership gap in the industry that competitors are lacking.

Also with our media analysis, BLASTmedia is able to take a deep dive into the different publications and reporters for specific verticals. For example, we don’t want to reach out to the New York Times education writer about healthcare technology, do we? If one competitor is gaining traction in a specific vertical or publication, we use this knowledge to see how we can also best reach out to those writers. Knowing what they cover and trends in their writing we are able to insert our clients into the conversation. Additionally, taking the time to research competitors and the industries they are in as a whole helps us better understand our clients, build thoughtful campaigns that speak to their audiences, and overall execute on the needs of our client. 

By analyzing this information, one gains a holistic view of the media landscape. In turn, this helps guide the PR planning process and develop an educated and effective PR strategy moving forward. 

Challenges of media analysis 

Effective media analysis requires an understanding of who is writing what, when and how you can fit into their cadence of storytelling. Simply looking at coverage is insufficient in providing the necessary information for effective PR planning. Instead, analysis and application of information is what uncovers opportunities and drives successful initiatives. A media analysis can be tricky, as all of this information is open to interpretation. There are no formal quantitative methods of conducting a media analysis; it relies on subjectively looking at the company, competitors and the stories being told. 

Additionally, analysis is not a one and done effort. The media landscape is constantly changing as new stories, writers and publications pop up every day. An initial media analysis before the PR planning process is crucial, but it is just as important to continually research, explore, and evaluate new opportunities. 

At BLASTmedia, media relations and securing meaningful coverage is our priority. As each client is different, so are the opportunities with media. We prioritize understanding the media landscape prior to building a PR strategy to better educate ourselves and our clients on goals and expectations and best prepare them for PR planning initiatives.If you want to learn more about BLASTmedia and our dedication to educated and impactful PR strategies, contact Lindsey Groepper.

BLASTmedia’s Top 5 Blogs of 2020

In a year of banana bread, athleisure and video calls, our team was still all about B2B SaaS PR. In 2020, our team wrote over fifty blogs a year on topics ranging from SaaS PR predictions and emerging media outlets to PR’s impact on SEO and key PR metrics for SaaS companies. 

These blogs share best practices we’ve gleaned from our work with the media and insights from SaaS marketing leaders, but also some of the biggest trends in SaaS PR. Here is a countdown of our most-read blog posts of 2020:

Continue reading “BLASTmedia’s Top 5 Blogs of 2020”

2021 SaaS PR Predictions

This time each year we work with our clients to put together predictions for the year ahead, and for the past few years we’ve been taking our own advice and creating SaaS PR predictions of our own. 

Looking back on a year that, to put it gently, went completely off track, I was surprised to see many of our predictions for 2020 panned out (on the PR front). This year, we saw fewer SaaS marketing execs using share of voice as their standalone metric to measure the success of PR. We also saw a much closer integration between our clients and their customers — so much so that we now offer to interview and write customer stories on behalf of our clients.

When I sat down to think about 2021, a few things immediately came to mind. Yes, some of those things are related to the pandemic and how it impacted the way we do work, but other trends were well underway beforehand.

Paywalled journalism means we must adapt 

It’s happened to all of us — you see an interesting story shared on Twitter and click to learn more only to be hit with a paywall. While it can be frustrating, paywalls actually make a lot of sense. Think about it: you pay for Hulu with no ads, you pay to join Dave Gerhardt’s Patreon marketing group, you even pay for access to workouts on Peloton — why wouldn’t you pay for unlimited access to news content created specifically for your interests? 

As talented journalists continue to fall victim to shrinking newsrooms, they’re increasingly turning to platforms like Substack to grow followings of their own. Most recently startup reporter Eric Newcomer left Bloomberg to start Newcomer, a subscription newsletter about startups and venture capital. Earlier in the year tech journalist Casey Newton left The Verge to start Platformer, and before that Fortune’s Polina Marinova Pompliano left to build The Profile. I anticipate many more will follow suit. 

Earlier in the year, I sent a few questions on paywalls to Travis Bernard at TechCrunch. He launched TechCrunch’s subscription platform ExtraCrunch just a year earlier. His newsroom faced a choice: broaden coverage to drive up advertising impressions and therefore dollars, or double down on a smaller, more engaged audience willing to pay. They chose the latter. 

So, what does this mean for those of us in SaaS PR? Get creative about what you consider an “outlet.” It no longer needs to be TechCrunch or Forbes to count as meaningful coverage for your brand. Encourage your client/boss to look past vanity metrics like unique monthly visitors. As journalists are building their audiences, these metrics may or may not be available. 

Build relationships with emerging publications (including podcasts), and get comfortable with explaining the value of coverage behind a paywall to your client. Sure, there are challenges (namely, sharing on social) but the inherent value is the already engaged, paying audience. And, ask your CFO for more room in the 2021 budget for news subscriptions. 

Speaking slots will become even more difficult to secure 

Now that Neil Patel, Jay Baer and Seth Godin can speak at 10 conferences in a matter of days — what’s left for the rest of us? I am halfway kidding but, if you think securing speaking slots isn’t going to get a lot more difficult in 2021, you should reassess your goals. 

  • Exhibit A) Many events well into 2021 are still going to be canceled, creating fewer overall opportunities.
  • Exhibit B) For virtual events, travel, and its associated costs, are eliminated. This means we’ll see the most well-respected speakers speaking more often.

Those two items lead to a lack of opportunity for anyone not already an established keynote. My advice? Keep your events/speaking team focused on small, local or industry-specific events to build your reel until events and speaking slots become more widely available, hopefully in 2022. 

Audiences wise up to newswires — kind of

For better or for worse, 2021 is not the year the newswire dies. In simple terms, newswires have value because we believe they have value. So, until your CEO stops forwarding you Google Alerts he has set for competitors’ press releases with the “why aren’t we getting this type of press” note attached, newswires are a necessary means to a “make the CEO happy” end. 

In 2021, marketing and comms leads will start considering the broad spectrum of places outside of a wire we can place releases. A company blog or, if you have some extra budget, a paid posting in a trade publication are valid options to consider, and can often have the same impact as a newswire posting (minus the syndications). 

While wires themselves are likely to remain a piece of your PR puzzle in 2021, I think most SaaS PR people will no longer find value in the “outreach” efforts offered by wire services. The claims they send your press release “directly to the newsrooms of all the top media publications,” while technically true are completely useless. And, candidly, in eight years of doing media relations, I have never seen a single organic story run as a result of this type of distribution.

Deskside meetings are *finally* put to bed 

This is one area of PR that has certainly been impacted by the coronavirus, and I think for the better. Speaking specifically within the realm of SaaS PR — desksides are no longer an impactful way to communicate with journalists. Now that desks themselves (at least the kind in large office buildings) are few and far between, deskside meetings have become a relic of our PR past. 

As we’ve learned over the past year, we can be just as impactful and collaborative without being in person. Instead of forcing a press tour to work because they’re what you’re used to, set availability for your executive or spokesperson over the course of a week. Slot in interviews as they make sense for availability and interest on both sides, and if the meeting requires a product delivery, send it ahead of time. Make sure to get updated contact information for the journalists, though, since they’re likely not in an office. (PS — phone etiquette changes when it’s a cell phone you’re calling. Proceed with extreme caution.) 

I think I speak for all of us when I say we’re looking forward to putting 2020 behind us. But, for a year that turned out to be quite challenging, it sure did teach us a lot — especially when it comes to communication. 

Never has it been more important to put time and effort into what you’re saying, who you’re talking to, and why you’re saying it. From communication to your employees on a shift to working from home to communicating to the world what you stand for, putting thought behind your words is never going out of style. 

What do you predict 2021 will hold for SaaS PR? Share with us on LinkedIn or Twitter

The Holiday Rush: How Supply Chain Is Adjusting

Year after year, Black Friday, Small Business Saturday, Cyber Monday and the rush of seasonal purchases leave the supply chain industry with little room to budge. Now, in the COVID-19 pandemic, with online shopping predicted to increase 33%, trucking companies and their fleets are feeling fatigued. 

The pandemic and the surge in remote work it generated have made online shopping the preferred method of spreading holiday cheer. Behind the scenes, inventory imbalance, city-wide gridlock and the holiday peak season are collectively causing delayed shipments and irritable recipients. Coyote Logistics, a leading global 3PL combining a centralized marketplace with freight and supply chain solutions — and a BLASTmedia client — recently shared how the industry is shaping up this season with a number of supply chain trade and national business publications. 

Peak Season

The supply chain industry has been anticipating and preparing for the holiday peak season since the pandemic began. As Coyote Logistics’ Head of Europe, Jaap Bruining, shared with Supply Chain Digital, each portion of the supply chain has had to rely on data analytics to gain visibility and better mitigate anticipated disruption, including heightened online orders. Simultaneously, suppliers need to be prepared to think on their feet and “proactively develop relationships with alternative manufacturers, allowing [them] to shift operations more quickly in response to disruption.” Analytics and quick thinking will benefit suppliers and their counterparts when tackling the holiday season.

Inventory Imbalance

Although it seems FedEx, UPS and the postal service are out to ruin the holiday cheer with late packages, a different culprit is at work. As Chief Network Solutions Officer, Nick Shroeger, shared with Supply Chain Brain, companies are experiencing inventory imbalance, meaning inventory levels aren’t matching consumer demand. According to Shroeger, this results in mass “unpredictability of where products and inventory are going to be.” For example, a consumer may see an iPhone 12 in their virtual cart, but Apple relies on more than one supplier to produce the mechanisms that constitute the mobile device. If one supplier has limited stock, this year’s hot ticket item may become limited, at no fault of Apple’s.

Gridlock

On the big screen, Hollywood portrays the American truck driver spending their day slurping slushies and avoiding tumbleweeds as they drive thousands of miles cross-country. Hollywood aside, drivers tend to spend a portion of their government-regulated hours of service sitting in bumper-to-bumper traffic. And while it seems simple to change pickup and delivery patterns to relieve congestion, Shroeger admits an alliance would need to be formed among the larger trucking companies. In a piece for Chicago Business, he touched on the transparency the alliance would need to possess, stating that “companies won’t change unless they believe it will create value for them.” Value aside, an alliance would take years of cooperation and collaboration, leaving drivers stuck this holiday season.

While not every company has the pandemic-filled holiday season figured out, fleets and their carriers keep wading through the unknown. Every day, drivers strive to deliver goods on time so perfectly hand-picked holiday presents can sit wrapped in paper and tinsel below the tree.

Do you have a perspective you’d like to share on the logistics field? Reach out to Lindsey Groepper to find out how BLASTmedia can help you join the conversation.

Breaking into new verticals: Using trade media to reach new sales targets

One of the most underutilized B2B relationships is with your industry’s leading trade publication. According to a 2018 Mequoda Magazine Consumer Study, 42.4% of U.S. adults read at least one digital magazine per month — a 15% increase in three years. This goes to show trade pubs are much more than the monthly magazine they produce. 

Gone are the days where a trade publication’s reach is confined to the pages of their magazine. For many B2B SaaS industries, trade pubs and, more specifically, their websites, are the pulse of the industry. They are the first place your potential customers will look for current news and trends and can help you successfully fill your sales funnel.  

Many digital publications are hungry for fresh, relevant content. With shrinking editorial staffs, these outlets want high-quality contributions from a variety of authoritative sources. 

Here are three ways SaaS companies are using trade media to reach new SaaS customers in the market:

Support Lead Generation Efforts

Trade publications provide an opportunity to uncover new prospects and provide lead intelligence. But in today’s online publications, authors and companies are in a much more unique position. The conversations and content that orbit trade publications are constructed by people both looking for help and offering solutions. This goes to show the soft-sell approach can work wonders and move prospects along the sales funnel quicker.

Expand Your Reach

For companies looking to target new industries, trade media provides an opportunity to showcase industry expertise prospects can trust. When SaaS companies create a new offering or target new verticals, trade coverage can give them credibility. For example, if a company’s software has previously been built to support marketing teams but has new functionality for sales and customer support, earning coverage in those new verticals to raise awareness among the new buyer persona is a huge boost. Software sales reps can then use educational content and thought leadership coverage found in third-party media to refresh prospect email cadences to reach target buyers. 

Enhance Your Content Strategy

By reading and actively participating in trade publication content, you should advance your level of knowledge about prospects’ needs and pain points — all the things that keep decision-makers awake at night. You can then brainstorm the best ways to solve those pain points to attract leads, guiding them through your sales funnel. That being said, companies should consider what types of content are needed for various stages of the buyer journey and target accordingly. With proper lead nurturing supported by the right content every step of the way, companies will strengthen the relationship with the prospect, ultimately closing deals and driving revenue.

For more information on why trade media matters in B2B SaaS, please visit https://www.blastmedia.com/

5 Places to Promote Media Coverage

Earned media coverage is exciting. Whether it’s a product review, a bylined article or a feature on your company — it is satisfying to see the finished product go live. Part of the excitement lies in the enormous potential of earned media coverage. For a SaaS brand, PR can help influence your customers, employees, investors and partners.

Media coverage can be maximized to increase brand awareness, establish credibility and level the playing field with competitors. In order to experience the full value of your coverage, you should take steps to extend the life of coverage beyond the day it runs. 

5 Places to Promote Media Coverage 

One way to maximize media coverage is by promoting it on your own channels. Here are a few options to explore:

  1. Corporate Social Media Platforms

All impactful media coverage you secure should be shared through on your company’s Twitter, Facebook and LinkedIn pages. Ensuring your coverage is part of the conversation on social media is a great way to continue building your brand awareness.

To get the most out of each platform, make adjustments to each post according to where you plan to publish:

  • On Twitter, mention the author or outlet’s Twitter handles in the tweet. If the publication or reporter tweets the story from their account, give it a retweet (RT).
  • On Facebook, use a photo or video from the coverage and link to the story. 
  • On LinkedIn, share the coverage with a focused summary geared toward the business-focused audience of LinkedIn. Check out their recommended hashtags to find relevant ones to include, so you know your brand will be part of the right conversations. 
  1. News or Press Page on the Company Website

Your website is a great place to keep a running list of your coverage. Keep it updated to show off your brand’s credibility and executives that are featured in the press. Our client, Moogsoft, has a great example of a newsroom page where they showcase recent press releases, thought leadership articles and other media mentions and awards. 

  1. Company Blog 

An often neglected place to promote media coverage is your corporate blog. Try writing a monthly coverage-roundup blog to highlight positive press to your blog readers. Include a few recent pieces of coverage in each post. Another way to promote coverage through your blog is by repurposing a bylined article into a blog post like our client 6Sense did. 

  1. Newsletter 

Do you send out a regular, monthly newsletter (while we’re here, check out ours, SaaS Half Full)? If so, you should be dedicating a section of it to highlighting your recent media coverage. This is a great way to ensure your media mentions are getting in front of your newsletter readers such as employees, investors and partners. 

  1. Employee Email Signatures 

You might be missing out on a huge marketing channel each time you and your colleagues send an email. Whether it is an internal email, response to a client, a check-in with investors or outreach to a prospect, an email signature is a great place to share media coverage. Your email signature is highly-viewed, free real estate. Add a graphic linking to coverage into your email signature so every email you send will share it. 

Media coverage’s impact doesn’t stop the day it runs. Media coverage can build your brand awareness, establish the credibility of your executives and level the playing field with competitors if you properly leverage it.


Frequently asked questions:

  • How do I share media coverage on social media?
    When sharing media coverage on social media, make sure to include a link to the coverage and tag either the publication or the journalist. If sharing from a personal account, you should also tag your company.
  • Why is media coverage important?
    Media coverage helps brands increase brand awareness among target audiences. It can also help establish brand messaging, support the creation of a new brand category and influence perception.
  • What is media coverage?
    The term media coverage is used to refer to blogs, articles and other types of content published by an outside organization that include a company’s brand, product, services or spokespeople. Articles secured as a result of PR outreach are often referred to as media coverage.

3 Ways SaaS Companies Can Prepare CISOs for Cybersecurity Needs

In an age of increasing online threats, SaaS companies are strengthening their cybersecurity efforts by creating systems to protect their digital presence and planning for future threats as they scale.

The chief information security officer (CISO) has emerged as a critical role in companies’ cybersecurity plans. CISOs exercise their expertise to build today’s walls and tomorrow’s blueprints. Despite their importance, companies have seriously struggled to recruit and retain top-quality CISOs.

3 ways to prepare CISOs for success

Preparation is key to a CISO’s success. But how can SaaS company leaders prepare new CISOs for the demands of cybersecurity?

Provide a clear role plan 

Cybersecurity’s profile is expansive. And without clear plans for a role charged with maintaining a company’s protection, CISOs burn out quickly.

According to Jill Knesek, Cheetah Digital’s chief security officer, CISOs typically need 3-5 years to roll out new cybersecurity programs. If they leave before then, it leaves a company vulnerable. “High turnover in this position can result in a company never getting a successful security program fully implemented,” she said in a recent Wall Street Journal article.

When CISOs know the company’s focus areas and how their role will develop over time, it’s easier to put in the considerable time and energy required to create a strong cybersecurity program.

Keep them informed

CISOs need to manage a lot of information. Some information, like new regulations, can make or break companies — and being in the know is always better. 

For example, when California introduced the California Consumer Privacy Act (CCPA), it affected how many companies managed their data security profiles. Matt Kunkel, CEO of LogicGate, believes CISOs play an important role in guiding companies through the CCPA’s regulations. 

“Because CCPA has such a broad view of personal data, companies have to be especially vigilant. It’s up to the CISO to allay concerns via a sound compliance strategy and timeline,” he said in a recent article on The Compliance and Ethics Blog.

Provide your CISO with access to industry news and information like this. When they spot issues or new legislation, they can proactively prepare your company to adapt to needed changes.

Form and maintain good partnerships 

Even the best CISOs will run out of steam if they work alone. Companies need to create cybersecurity partnerships if they want CISOs to thrive. 

“The right partner will be an extension of your team,” said Jeff Ton, SVP, product development & strategic alliances at InterVision in a recent Forbes article. “They will relieve the pressure the team feels, and provide information sharing and training of internal resources.” 

CISOs should continue internally championing your company’s cybersecurity needs. But if there are other job functions you can shift to partners, explore how you can give your CISO space to better plan for your company’s future.

With a clear role plan, up-to-date information and strong partnerships, CISOs can succeed in their crucial places within SaaS companies and protect them now and in the future.


Do you want to share your perspective on cybersecurity and how SaaS companies can best prepare CISOs? Reach out to Lindsey Groepper to find out how BLASTmedia can help you join the conversation.