Marketing is everywhere in your company.

From the consumer's perspective, marketing is constant.

You're the Chief Risk Officer and don't think you have a hand in Marketing?

Tech advancements are making fraud more common, more destructive. You are working your tail off every day in the shadows with little acknowledgement.

It's a bit of a thankless job. Like being the referee in a big game, your greatest hope is that no one knows you exist. That there is no news. Want the glory? Pssh. The only way for you to go is down.

Okay, that might be a harsh perspective, and it might not be that bad. But that truth revolves around a simple fact: no matter how hard you work on the backend, you will never be able to prevent cyber attacks with 100% certainty.

As a follow-up, should an attack happen, your consumers won’t give a flying foo fighter how hard you’ve been working. They are going to be pissed. You are going to be judged. Life is not fair.

This is where working with your marketing team can help.

1. Get ahead of the risks. Something you can work on with your marketing team is publishing content educating consumers about how they can stay safe themselves.

• Your company probably has a content marketer somewhere on the team. They probably want good, helpful, consumer-oriented content. You can bet your bottom dollar that content marketer would do a jig on the Times Square jumbotron if it meant receiving high quality content help from an expert like you.

• If your consumers are more savvy, the damage of a hypothetical attack will be reduced off the bat.

2. Establish yourself as a resource. Your company has been publishing content about staying safe for a while - say, 6 months to a year.

• (Of course, they've been publishing it under your name so your consumers recognize the credentials behind this info. They understand it's time to listen up.)

• Now, in the consumers' eyes, you've become an ally in safety. If your consumers feel that you’re a resource actively seeking to help keep them safer, they are much more likely to give you (read: your company) the benefit of the doubt in the case of a distressing event. That means fewer angry calls slamming your support center, and less vitriole directed your way.

3. Have a direct line with your employees. Your marketing team probably has a hand in the internal company newsletter.

• This newsletter goes out to every single person in the company. You thinking what I'm thinking? Of course! It's a golden way to develop a relationship with your own employees - to help educate them about the latest scams so they're ready when the time comes - or at least a little more ready.

• Chances are, most of your company's employees are interested in learning how to become safer. Chances are even better that they don't feel they have time to build security research into their day to day life. Do them this favor and they will appreciate you and your team all the more. Better relationships between teams within your company = better consumer-facing interactions. Happiness abound!

As a Risk Management professional, you can't guarantee that you'll stop every attack. But you can darn sure prep your employees and your consumers for it - and position yourself firmly as an ally in the process. This could save your hyde in case of emergency.

Nothing exists in a vacuum. Marketing is everywhere. This week: more examples to come!