Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
Blumira redefines security operations for small and medium-sized businesses (SMBs) with its comprehensive threat monitoring and response platform. Throughout the first half of 2024, Blumira led the industry with impactful announcements and insightful thought leadership. The company also swept the award season.
In this post, we unpack some of Blumira’s 2024 triumphs. It’s important to note that these are the highlights, not a comprehensive summary of all announcements and coverage.
Beltex Partnership
In February, Blumira announced its collaboration with Beltex, providing enhanced cybersecurity insurance solutions for SMBs. The partnership enables both companies to provide access to better coverage, lower rates, and improved incident-response capabilities for MSPs and their SMB customers.
Published Coverage
- MSSP Alert News, Fixing the MSP/MSSP Cyber Insurance Problem
- MSP Today, SMBs Gain Improved Cyber Insurance Options Through Blumira-Beltex Partnership
- KM World, KMWorld NewsLinks – March 05, 2024
- ChannelE2E, Beltex Intros Cybersecurity Insurance Policy for MSPs
- AI Tech Park, Blumira and Beltex announce strategic partnership
- Cyber Insurance News, Blumira & Beltex: Strengthening MSPs’ Cyber Insurance Offerings & Client Security
- KM World, Blumira and Beltex collaborate to provide enhanced cybersecurity insurance
- Life Insurance International, Blumira partners Beltex on cybersecurity insurance for SMBs
- Security Info Watch, Blumira, Beltex partner to enhance cybersecurity insurance offerings through MSPs
- ChannelE2E, Channel Brief: New Chapter, Blumira, Beltex, More
- MSSP Alert News, MSSP Market News: Exabeam, Fortra, Blumira
- Tech Century, Blumira, and Beltex announce ‘strategic partnership’ for cybersecurity insurance
- BNN Breaking, Blumira Teams Up with Beltex to Revolutionize Cybersecurity Insurance for SMBs and MSPs
Thought Leadership
This year, CEO Jim Simpson joined the Forbes Technology Council. He has published two articles so far:
- Building A Cyber-Aware Company Culture: Make It A Team Effort
- Four Cornerstones Of Cyber Resilience In Modern Manufacturing
Amidst the ongoing threat of cyber-attacks on municipalities, SMBs, hospitals, and critical infrastructure, Blumira team members lent their voices to decision-makers across industries. They shared expert tips on identifying, protecting against, and responding to cybersecurity incidents.
Amanda Berlin, lead incident detection engineer, outlined steps municipalities can take to mitigate cyber threats, publishing stories in BetaNews and Security Magazine. Matt Warner, CTO and co-founder of Blumira, connected with Joao-Pierre S. Ruth, senior editor for InformationWeek, to discuss guarding water utilities. Nick Brigmon, security operations and support manager, echoed similar ideas in his advice for hospital decision-makers in Healthcare IT Today, as well as for library leaders in Security Magazine.
In an article for Cybersecurity Insiders, Head of IT and Security Mike Toole counseled business leaders to overcome cyber complacency. Brett Bzdafka, principal product manager, wrote a story for VMblog, sharing tips to combat the rising costs of cyber insurance.
Blumira team members contribute their expertise to the collective effort of enhancing cybersecurity measures and resilience in multiple sectors. Their insights help organizations navigate the complex cyber threat landscape and safeguard critical infrastructure.
RSAC 2024
In May, the Blumira team attended and exhibited at RSA Conference (RSAC) in San Francisco. While onsite, executives met with reporters and analysts to discuss industry trends and the important factors that separate Blumira from its competitors.
Blumira CEO Jim Simpson and CTO and Co-Founder Matt Warner participated in a podcast with The ChannelPro Network, available here: Voice of the Vendor: 2024 RSA Conference, Part 2. The interview begins at 25:22.
During the interview, Jim explains how Blumira is meeting customers’ needs with the launch of Blumira Investigate. He also talked about developing better integrations to help MSPs and their businesses, and where the company is heading. Matt highlights the more technical side, including how Blumira native integrations and more powerful tolling are helping MSPs meet their business objectives.
Jim also participated in a video interview with Security Weekly to discuss leveling the cybersecurity playing field.
Additional published coverage includes:
- Channel E2E, What’s in Store for MSPs and MSSPs at RSAC 2024
- Security Weekly, 2024 Cyber Resilience Trends & Leveling the Cybersecurity Playing Field – BSW #351
Award Wins
Blumira has dominated industry award programs this year – and we’re only halfway through. Below is a snapshot of awards Blumira has secured this year:
- Blumira SIEM + XDR won a TMCnet Remote Work Pioneer Award
- The 2024 Globee® Awards for Cybersecurity presented Blumira with Silver Globee® Awards for SIEM and XDR.
- Two Global Infosec Awards: Market Leader for Next-Generation Security Information and Event Management (NGSIEM) and Best Solution for Extended Detection and Response (XDR)
- A 2024 Cloud Security Award for Best Security Solution With 1,000+ Licensed Users.
- Blumira won two awards from the Cybersecurity Excellence Awards: Extended Detection and Response (XDR) and Security Information and Event Management (SIEM).
- Chief Marketing Officer Pam Cory was included in the CRN Women of the Channel list.
Looking Ahead: Q3 and Beyond
As we approach Q3, Blumira’s leadership in advancing access to cybersecurity for SMBs will continue to grow. With its dedication to innovation and excellence, Blumira is poised to drive an even greater impact in the cybersecurity landscape throughout the rest of 2024 and beyond.
Driving internal change requires significant time and resources, not to mention effective and strategic communication strategies. These strategies inform employees about the upcoming change, explain how it affects them, and actively involve them to ensure their concerns and suggestions are considered.
The survey is an indispensable tool for understanding the perspectives of internal team members. Surveys play a strategic role in soliciting feedback, driving employee engagement, and supporting data-driven decision-making. In internal communications, tools like surveys are critical for navigating change management, measuring progress, and ensuring your strategies secure the desired results.
Best Practices for Survey Distribution and Result Utilization
Surveys can be developed using tools like Microsoft Forms or Survey Monkey and then distributed via email. The email should clearly explain the survey’s purpose, provide an overview of its topics, and estimate the time required to complete it. This transparency encourages higher participation rates and more thoughtful responses.
To maximize the effectiveness of surveys, communications professionals should distribute them strategically. Begin by emailing recipients, clearly outlining what the survey entails and why their input is crucial. The email should highlight specific focus areas, such as product enhancements or operational changes, and thank participants for their feedback.
The insights from responses help shape teams beyond change management and communications. For instance, product functionality and usability feedback can inform product development teams about necessary enhancements.
Simultaneously, insights into employee attitudes and concerns help guide communication plans. They ensure you address the right issues and deliver messages that resonate with your target audience. By leveraging survey data, communicators can make change management efforts more targeted and effective. This approach improves change initiatives, enhances overall organizational performance, and builds internal trust.
Benefits of Surveys
When created and deployed strategically, surveys can greatly benefit change management initiatives. Surveys enable change management by:
- Soliciting Feedback: Surveys gather honest and comprehensive employee feedback. During periods of change, it is crucial to understand the sentiments, concerns, and suggestions of those affected.
- Driving Employee Engagement: Engaging employees throughout the change process is essential for its success. Surveys allow employees to express their views and contribute to the decision-making process. When employees see their feedback acted upon, their buy-in and commitment increase. This sense of involvement fosters a culture of collaboration and trust, which is vital during transitions.
- Data-driven Decision Making: Survey data provide a solid foundation for informed decisions. Rather than relying on assumptions or incomplete information, communicators can analyze survey responses to identify trends, pinpoint issues, and discover opportunities for improvement. This data-driven approach ensures that change management strategies are aligned with employees’ needs and preferences, leading to more effective and sustainable outcomes.
Surveys are a strategic asset in change management. They provide direct communication between employees and leadership, foster engagement, and support data-driven decision-making.
It’s critical that PR and communications professionals use tools like surveys to navigate change effectively and ensure that their strategies are informed, inclusive, and impactful.
I have always been fascinated by the intricacies of other people’s lives, their experiences and unique perspectives. I was in high school when I first came across the word “sonder,” the realization that each random passerby is living a life as vivid and complex as your own.
This concept resonated with me, and it played a significant role in my decision to pursue a career in public relations. PR offers us the opportunity to empathize with others, understand their stories, and craft messages that resonate on a personal level.
PR professionals do more than craft messages, though—they shape perceptions and build relationships that define a company’s public image. PR encompasses a wide range of responsibilities, from media relations and crisis management to event planning, internal communications, and stakeholder engagement.
PR professionals must handle conflict, work well under pressure, and excel in an environment where black-and-white answers are rare. They must navigate a gray maze, making nuanced decisions that balance various stakeholder interests. Successfully managing these diverse tasks requires a high degree of emotional intelligence (EQ).
By understanding and leveraging EQ, PR professionals can navigate complex emotional landscapes, foster trust, and create meaningful connections that drive both brand loyalty and business success.
Understanding Emotional Intelligence (EQ)
EQ is the ability to recognize, understand, manage, and influence one’s own emotions and the emotions of others. It has five key components:
- Self-Awareness: Recognizing and understanding your own emotions.
- Self-Regulation: Managing your emotions in healthy ways.
- Motivation: Harnessing emotions to pursue goals with energy and persistence.
- Empathy: Understanding the emotions of others and responding appropriately.
- Social Skills: Managing relationships to move people in desired directions.
The Role of EQ in Building Relationships
EQ is pivotal in building and nurturing relationships, especially in public relations. The dual awareness of one’s own emotions and the emotions of others enables PR professionals to foster strong, positive relationships with both internal and external stakeholders.
For internal stakeholders, such as team members and colleagues, EQ helps PR professionals create a supportive and collaborative work environment. By understanding and managing their own emotions, they can lead by example and promote a culture of empathy and mutual respect. Empathy and social skills are particularly valuable in understanding the needs and concerns of team members, facilitating open communication and resolving conflicts effectively.
Externally, EQ is crucial in managing relationships with clients, media contacts, and the public. With empathy, PR professionals can better understand the perspectives and motivations of these groups, allowing for more effective and tailored communication strategies. Self-regulation and social skills are essential for maintaining professional and positive interactions, even in high-pressure situations, such handling a crisis or negative publicity.
Below are tips and strategies for enacting EQ into your everyday PR practices.
EQ-Driven PR Strategies
- Active Listening: Truly listening to stakeholders helps to understand their needs and concerns while enhancing trust and cooperation.
- Conflict Resolution: Using EQ to resolve conflicts smoothly, maintaining strong relationships even in challenging situations.
- Building Trust: Consistent, empathetic communication builds trust with stakeholders, fostering long-term relationships.
Practical Tips for Enhancing EQ in PR
- Step into Your Audience’s Shoes: Evaluate your proposed strategy from the perspective of your target audience. Will it resonate with them? What outside factors may contribute to their feelings about the matter? This approach ensures your communications are empathetic and effective.
- Self-Assessment Tools: Utilize tools and methods to assess and improve EQ, such as leveraging feedback from peers.
- Continuous Learning: Engage in ongoing education and practice of EQ principles through workshops, courses, and reading.
- Mindfulness and Reflection: Practice mindfulness and regular reflection to enhance self-awareness and emotional regulation.
PR Job Functions Enhanced by EQ
- Media Relations: Building and maintaining positive relationships with journalists and media outlets through empathy and effective communication.
- Reputation Management: Understanding public sentiment and responding appropriately to enhance and protect the company’s image.
- Crisis Communications: Managing stressful situations with calmness and clarity, using EQ to guide responses that maintain public trust.
- Internal Communications: Fostering a positive organizational culture by understanding and addressing the emotional needs of employees.
- Stakeholder Engagement: Building strong relationships with diverse stakeholders by understanding their perspectives and responding with empathy and respect.
Maintaining a high EQ enables PR professionals to build strong, positive relationships, navigate complex emotional landscapes, and handle pressure well. By cultivating and enhancing EQ, PR professionals can not only foster rapport but also further business objectives, ensuring long-term success for their organizations.
Recently I was talking with a colleague who’s interested in improving the quality of her first drafts of written materials. Specifically, she’s focused on the development of PR plans, press releases, articles, and proposals.
I’m excited about her commitment to building her skills, so I prepared this checklist of questions to help her assess her work. I also wanted to share this checklist on our blog so that others can use it as a rubric.
- What is the purpose of the document? How it will be used?
Understanding the purpose of your writing ensures that it serves its intended function and meets the needs and expectations of its audience. This means clearer communication and better outcomes. Knowing the document’s purpose informs the information you’ll include and its organization, style, and tone.
- What information do I need to include? Why does it need to be included?
Think about the document’s audience and purpose. What information do the readers need to understand what you’re explaining, to believe what you’re arguing, or to act on your call to action? This includes any supporting documents, appendices, or additional resources that may be relevant.
- How should I present the information? What are the pros and cons of one format over another?
Your presentation should match your audience and purpose. Sometimes you might need to ask your client or manager which format works best. Other times, you need to use your best judgment to decide if it should be presented in a Word document, email, Excel, or PowerPoint.
- Is the information well organized? Does the structure make sense?
How does the client or manager typically like things organized? If you don’t have this information, ask yourself what are industry best practices around organizing the information?
You can look at successful examples of similar work to see how they’re organized or use a chatbot to brainstorm ideas. For example, you can ask a chatbot for suggestions on structuring a report, creating an engaging communication plan, or formatting a proposal according to industry standards. Organize the information logically and use headings and subheadings to make navigation easier for readers.
Just don’t become overly dependent on AI tools. It’s a great idea to look for opportunities to continue to develop one’s critical thinking and proofreading skills.
- Is your information accurate? How can you demonstrate that?
Have I verified all the facts and figures? Are my sources credible and current? Have I cross-referenced the information with multiple sources and included citations? Accuracy is paramount. Double-check that all information is correct, verified, and up to date.
- Is your information clear and concise?
Clear and concise communication is key. Avoid using jargon unless the client is familiar and prefers using it. Also keep in mind that reviewing and internalizing information takes time and energy, and those are precious resources. Therefore, you should strive to present your information as clearly and concisely as possible to make it easier for the reader to absorb.
If you’re unsure about your work and have access to a secure chatbot workspace, you can ask it to tell you what a reader might take away from a particular paragraph. This can serve as a valuable feedback mechanism to ensure clarity and effectiveness.
- Have you customized the information for a particular client or manager?
Personalization can make a significant difference. Tailor your content to address the specific needs, preferences, and objectives of the client. Another way to customize materials is by using relevant and specific data or case studies. This shows that you understand their unique situation and have crafted your deliverable with them in mind.
For example, we have a client who has asked us to avoid using words such as “harness” or “utilize.” Another client is committed to taking a humble stance in press materials, preferring to put the focus on their customers’ successes versus their own. Knowing this enables us to review materials to ensure that they meet their specific criteria.
- Does it flow well? Have I read it aloud?
Pay particular attention to transitions. Reading your work aloud can help you catch awkward phrasing, repetitive structures, and areas where readers may stumble. If writing sounds natural and smooth out loud, it likely flows well.
You also want to ensure your ideas are presented in a logical order. Each paragraph or section should naturally lead to the next, building on previous information without abrupt shifts.
- Is the document error free? Have I checked the grammar and spelling?
Review the document for proper grammar, spelling, and punctuation to maintain a high standard of professionalism. Spelling and grammar errors immediately diminish my perceptions of the work.
By following this checklist, you can ensure that your deliverables are not only client-ready but also impactful. Accuracy, professional presentation, clarity, customization, value proposition, and compliance all contribute to high-quality client deliverables. Taking the time to thoroughly prepare and review your work will help you build stronger client relationships and achieve better outcomes.
Everyone is looking for ways to enhance brand visibility and create opportunities for meaningful interactions with customers and partners. LinkedIn is a powerful tool for both. This blog post details how to use your business’s LinkedIn profile to create lasting relationships and increase your organization’s presence.
In a previous post, “LinkedIn Posting Dos and Don’ts,” I discussed best practices for managing personal LinkedIn accounts. This post focuses on leveraging a brand account to engage with other profiles.
Benefits of Engaging Through Your Business Profile
Engaging with LinkedIn accounts through your business profile can significantly increase your company’s visibility. These interactions boost your profile’s presence in the LinkedIn feed, which attracts more visitors and potentially boosts your follower count.
Active engagement helps build and strengthen relationships, paving the way for networking opportunities, new business ventures and talent acquisition. Active LinkedIn profiles also generally achieve higher rankings in search engine results. This enhances SEO and drives web traffic.
While engaging with other profiles is important, understanding which profiles to engage with is essential for maximizing the impact of LinkedIn.
Identifying and Engaging Key Stakeholders
To effectively engage on LinkedIn, start by identifying key stakeholders, customers and partners. Ensure that the profiles you engage with are credible and relevant to your industry. You can start by identifying profiles with whom your brand maintains strong relationships.
Engaging with your employees also showcases internal rapport and support. Additionally, interacting with thought leaders and industry publications can broaden your reach and enhance your visibility.
While company pages cannot follow other accounts, you can track interactions using a document or spreadsheet with account links to monitor key profiles.
Alternatively, if you’re an admin for your company’s page, you can follow partners through your personal LinkedIn account. This ensures you stay up to date with their posts. When engaging, remember to switch to your business profile before commenting, reacting or reposting. As a page admin, you can easily switch profiles using the drop-down menu at the bottom of the post. You can check this by selecting the drop-down in the bottom left-hand corner of the post. A pop-up will appear that says, “Comment, react and repost as.” Be sure to select your business account.
Effective LinkedIn Interactions
Business profiles can engage with other accounts by liking, commenting, reposting and tagging. Whether you’re offering congratulations for an achievement, sharing thought leadership or showing support, ensure your engagement is meaningful. It’s crucial to distribute your interactions across various customers and partners rather than concentrating on a select few.
When reposting content from a customer or partner, provide context explaining why the post is relevant rather than simply resharing without commentary. Use hashtags and language that resonates with your target audience, mirroring the tone and style of the customer or partner you are engaging with.
You can also establish a monthly goal for LinkedIn engagements. After tracking interactions month by month, you can compare them with the follower and visitor metrics on your profile. This analysis will help you determine the level of engagement that yields the best results.
Engaging with customer and partner accounts on LinkedIn is more than just increasing your follower count. It’s about creating lasting relationships and positioning your business as a supportive and engaged member of your industry community. By following these guidelines, your business can enhance its LinkedIn strategy and have a stronger presence among partners, customers and stakeholders.
In the dynamic world of public relations (PR), the power of well-crafted writing cannot be overstated. When considering a PR partner, one of the most crucial factors to evaluate is their ability to create engaging content and write compelling PR materials. Clear and engaging writing is a vital link between businesses and the public.
This kind of effective PR writing requires both strategic planning and skillful execution. These six tips will help your writing make an impact.
Tip 1: Clarify the Purpose
Every piece of writing in PR should have a clear purpose. Use the “Five Why’s” and “Five How’s” to drill down into your message. Asking “why” and “how” will help you uncover your fundamental purpose. For example, when promoting a product, ask “Why is this product important?” and “How does it benefit the user?” Answering these questions will help you build a rich, compelling narrative that address potential concerns and highlight the product’s unique value.
Tip 2: Understand Your Audience
Before crafting your message, analyze who it’s for. Who are your readers? What are their interests, cultural backgrounds, and ages? What do they value in a brand? This helps guide your tone, language, and content. For instance, younger audiences might prefer a casual tone with current slang, whereas a more mature demographic might appreciate a formal tone with in-depth explanations. Tailoring your message to meet the expectations and needs of your target audience increases engagement and impact.
Tip 3: Define a Clear Structure
The structure of information shapes its meaning, so it’s important to let the content’s purpose and audience guide its format. Press releases might be best served by an inverted pyramid structure with bullet points highlighting key information, while a detailed background story might be better suited to a narrative. For social media posts, concise text with compelling visuals often works best. Understanding and choosing the right structure will enhance readability and engagement.
Tip 4: Include Concrete Details
Specific, verifiable details make your writing more credible and compelling. For instance, a Communique blog post on Boeing and Alaska Airline’s Crisis Communications specified that “2.9 million passengers fly daily within the U.S.” rather than simply mentioning “millions of passengers.” Providing the exact figure from a credible source strengthens the article’s authority and gives readers a clear, precise understanding of the context, enhancing its persuasiveness.
Tip 5: Read It Aloud
After drafting your PR materials, take a moment to read them aloud. This helps your message sounds natural and engaging, which is especially crucial for media releases and public speeches. Hearing the language can help identify complex phrases or jargon that might confuse the audience. Simplifying these elements can make your message more accessible and practical. Additionally, reading aloud highlights rhythmic flaws or repetition that could detract from the message’s impact, allowing you to refine the content until it flows smoothly.
Tip 6: Get Another Set of Eyes on Your Writing
Every writer benefits from feedback. Before finalizing your PR materials, have a colleague or editor review them. Fresh eyes can catch overlooked errors and provide insights into how others might perceive your message. This step is crucial, as PR messages often need to be refined to suit different audiences and contexts. Feedback helps ensure your message is fine-tuned and your writing is clear.
Mastering the art of PR writing is essential for maintaining a positive public perception of your brand. These five tips are fundamental and transformative, equipping you to lead more successful PR campaigns. Remember, in PR, every word counts towards building lasting relationships and a reputable brand.