With over 3,000 cybersecurity vendors competing for market share, developing a great solution is only half the battle. You need to deliver effective messaging to the media, stakeholders and potential customers that your solution can minimize the threats of bad actors in a time where AI is complicating defense measures.

Successful PR strategies build trust, improve public perception, and educate the public on cyber hygiene practices and modern solutions—all while developing long-term organizational success. Public relations serves as the critical bridge between technical innovation and meaningful market impact.

Why is Public Relations Important? Isn’t My Solution Great Already? 

Since the pandemic, the world has rapidly adopted technology, from vision AI in retail and grocery stores to virtual reality in healthcare. This means the security perimeter that security professionals have to defend has drastically increased. It also means there is a massive market with many players trying to capitalize and find success. More concerning, many organizations depend on outdated legacy solutions that leave gaping holes in their security posture. Pair that with poor cyber hygiene, and you have a recipe for disaster. 

That is where a PR team comes into play. By working directly with your marketing team and company spokespeople, your PR team can effectively communicate your solution with the media. The process typically begins by highlighting the problem organizations face. After laying the groundwork, speaking with journalists and analysts, and securing strategic media placements, the team then highlights your solution and how you are innovating in your specific security space.

Your PR team can also help you bring a more human element to your solution. People understand much better when you make the situation relatable and have a funny story to add. Excellent public relations is the bridge that connects the technical aspect of cybersecurity with the human element. It is the foundation on which trust and confidence are built.

Relationships with Journalists Won’t Guarantee Coverage (But It Helps)

Relationships in public relations matter, but interesting and newsworthy content matters more. Many organizations approach PR firms with the question, "Who do you know at the Wall Street Journal?” and "How can you get my startup featured in the publication?” This is not the right approach.  

Journalists at top-tier publications receive hundreds of pitches daily. A connection to a reporter might earn your email a quick glance, but without a newsworthy angle, even if your closest media contacts are your best friend, they cannot justify coverage to their editors.

What truly secures media placement is offering journalists something their readers will find valuable - whether that's unique insight into an emerging threat, a fresh perspective on a recent breach, or data that challenges conventional security wisdom. Consider how these recent security incidents created natural opportunities for expert commentary:

  • The T-Mobile Data Breach of 2024: In November 2024, T-Mobile was targeted in a significant cyber-espionage attack attributed to Chinese intelligence. Hackers infiltrated T-Mobile's network, along with those of other U.S. telecommunications companies, aiming to spy on cellphone communications of high-value intelligence targets over several months. While T-Mobile asserted that their systems and customer data were not significantly impacted, the breach highlighted the vulnerabilities in the telecommunications sector and the potential for large-scale surveillance.
  • WazirX Cryptocurrency Exchange Hack: In July 2024, WazirX, an Indian cryptocurrency exchange, was hacked, resulting in the theft of approximately $234.9 million in investor funds. The attack was attributed to the North Korean hacker group Lazarus Group. This breach highlights the vulnerabilities in the cryptocurrency sector and the significant financial risks to investors. 
  • U.S. Treasury Department Hack: In December 2024, a state-sponsored actor from China breached the U.S. Department of the Treasury. The hackers gained access to unclassified documents, including sensitive financial information. This incident emphasizes the national security implications of cybersecurity breaches and the potential for espionage.

Security vendors who secured coverage during these events weren't simply asking for favors—they were providing journalists with insightful analysis that extended the conversation. Your PR team's role is to help craft narratives that adapt your technical expertise into compelling commentary that educates or entertains readers beyond the breach itself.

Building Trust Through Effective Communication

  1. Media Relationship Development: Successful cybersecurity PR begins with building strong relationships with journalists, analysts, and industry publications. By cultivating these connections before seeking media coverage, your PR team can establish your organization as a trusted resource for expert commentary and insights on emerging threats.
  2. Translating Technical Content for Media Consumption: Security technology is complex, but media outlets need digestible stories. Effective PR teams excel at transforming technical details into compelling narratives that journalists can easily communicate to their audiences. For instance, explaining the Log4j vulnerability as "leaving your house key under the doormat" provides the media with the accessible analogies they need for effective reporting.
  3. Thought Leadership Positioning: PR professionals should strategically position your security experts as accessible thought leaders through targeted media placements, bylined articles, and speaking opportunities. By consistently offering valuable insights about industry trends and emerging threats to the media, you build credibility that extends to your security solutions.
  4. Proactive Media Engagement: Rather than waiting for breaches to make headlines, effective PR teams proactively pitch stories that demonstrate your understanding of the security landscape. You establish your brand as a forward-thinking authority by providing journalists with early warnings about emerging threats or offering unique perspectives on industry developments.
  5. Strategic Crisis Communication: PR teams must manage media communications with transparency and precision when security incidents inevitably occur. This includes preparing spokespeople with clear messaging, coordinating with legal teams on disclosure requirements, and providing media with the context they need to report accurately. By demonstrating accountability through thoughtful media engagement during crises, you can preserve stakeholder trust despite security challenges.

Cybersecurity organizations can build trust, enhance stakeholder confidence, and ensure long-term success by focusing on effective communication strategies and finding the human stories behind technical details. Remember, in today's connected world, cybersecurity isn't just a technical challenge—it's a safety necessity with a human story waiting to be told. If interested in speaking with our PR team, reach out to newbiz@treblepr.com.