Interview: Why is PR an Essential Tool for Businesses?

by Liv Gardener

​We had the pleasure of speaking with Ross Brewer, cybersecurity expert and Chief Revenue Officer at SimSpace, who discusses his own experiences within the cybersecurity industry over the past 30 years and the essential role public relations plays in establishing an organisation as a leader within the media landscape.

How do you think the cybersecurity landscape is evolving in the media? How has it changed in the last few years?

Over 3,400 vendors make up the cybersecurity landscape, therefore the key to standing out is clear messaging. For this reason, your content needs to be presented in a way that is compelling to readers.
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In the past, the majority of cybersecurity issues unfolded behind the scenes. Industry professionals were aware of the increasing dangers of hacking groups. However, getting press interest proved difficult. As the world has moved online, the speed of news and information sharing has increased, and it has become even more important to stand out.

In your opinion, why do you think media visibility is crucial for companies operating within the cybersecurity industry specifically?

PR allows companies to raise their profile while maintaining credibility. You’re speaking with journalists who are experts in their field, asking challenging questions to the interviewee. With the right preparation, this can help your company separate themselves from thousands of other cybersecurity businesses all saying similar things. By adding value to what you’re saying, you position yourself as a more credible source.

Tell us a bit about some of your media coverage highlights.

I’ve been working with Flame PR for many years now and featuring on prime time BBC, live 24 hour news, was great fun for me. I was able to take my family into the studio and meet with the presenter. 

I have also featured in Bloomberg, as well as the likes of Sky News, The Turkish News Service, among others. Live broadcast is always the most exciting and interesting medium for me because no matter how much you prepare, you don’t really know what you’re walking in to or what questions the presenter may pose to you. 

What do you look for in a PR partner? 

The most important thing is working with an organisation that takes the time to understand what it is your company is doing, and how that would be of interest to tier one publications.

Your agency not only secures you access to top tier media environments, they brief you for interviews, ensuring you’re up to date on the topic. In this way, you’re able to do a good job not only for the journalist and publication, but also your company and the wider industry. It’s this quality content that will get you invited back on those outlets when a future story breaks.

A symbiotic relationship with your PR agency creates a feedback loop through which both sides can learn from each other. It’s increasingly difficult to find an organisation you can develop this with as a lot of supplier-type relationships feel contractual. Ideally, you want a PR firm to be an extension of your business which requires real commitment on both sides to support each other.

Is there anything you would like to add?

I’ve thoroughly enjoyed my time working with Flame PR, and it’s great to see the important work we’re doing highlighted in some fantastic media coverage. We’re going from strength to strength and I look forward to further developing our relationship and building upon our successes.