With cybersecurity spending projected to surge by 12.2% in 2025 and reach a staggering $377 billion by 2028, standing out in this rapidly expanding market has never been more crucial or more challenging. As organizations face increasingly sophisticated threats and allocate greater resources to defense, industry gatherings like the upcoming RSA Conference represent invaluable opportunities to break through the noise and capture the attention of security decision-makers who control these expanding budgets.

Against the backdrop of AI-enhanced attacks and evolving defense strategies, security companies face immense pressure to differentiate themselves. Bad actors can deploy sophisticated, targeted attacks while organizations try to counter zero-trust architectures, identity and access management, and data protection regulations. For cybersecurity pros, major industry gatherings offer rare opportunities to stand out in a crowded market, build face-to-face trust with new customers, and showcase innovations to decision-makers and potential investors. Nothing can quite replace the impact of demonstrating security visions directly to the industry's key players.

Strategic preparation and execution can significantly amplify your company’s presence at events and help you stand out above the noise.

Building Momentum Before the Event

Well before diving into the conference circus, you need to establish a clear and compelling corporate narrative that speaks directly to security professionals. Whether your top priority is lead generation, partner opportunities, or thought leadership positioning, crafting a compelling narrative will demonstrate genuine expertise rather than marketing fluff.

Now that you have a story that connects your solutions to real challenges, research which reporters consistently cover in your niche, and build a targeted list beyond the usual suspects. Then, you will be equipped to develop specific angles that align with the current threat landscape: Gone are the days of the generic “we stop bad actors” pitches. Security journalists are overwhelmed with pitches, so your angle needs to directly address timely concerns like supply chain vulnerabilities, identity-based attacks, or AI-driven threat detection.

Scheduling briefings with reporters at least three weeks before the event, when journalists are finalizing their conference agenda and coverage plans, will create a solid opportunity for you to get in front of your target audience.

Making Headlines and Exclusive Experiences

To really stand out in the media crunch at a trade show like RSAC, consider offering exclusive research findings or product news as an exclusive to a top reporter—nothing gets a security reporter’s attention faster than actionable intelligence they can publish first.

Your chances of scheduling media briefings at the show will increase if you have a compelling news hook to entice reporters, so consider incorporating company news into your event strategy. Reporters often share weekly round-ups of top product, partnership, or financial news announcements, so plan your strategy accordingly for extra coverage.

While it’s not always applicable, if you have raised funding ahead of an important industry event, announcing this at the show's start would be a good idea. Funding news captures the media’s attention more than new hire news or a product update.

Another unique way to avoid the noise at a conference is to rent out a neutral space that is a bit removed from the event center (we’re talking less than a mile, for convenience). This will allow you to invite customers, potential partners and the media to connect with you in person, away from the chaos on the showroom floor. Offering coffee, water and snacks is a nice treat as well!

Digital Amplification

Digital channels offer powerful ways to extend your in-person event impact beyond the conference floor. Social media coverage featuring insights from keynotes and panels keeps followers engaged in real-time. Sharing earned media coverage wins is another effective way to promote the brand and company momentum at a trade show, showcasing important thought leadership expertise and reporter relationships.

Transforming content into shareable assets like infographics and short video clips highlighting security takeaways is another great way to resonate with your online audience.

From Conference to Prominence

An integrated approach to trade shows that aligns pre-event momentum building and on-site experiences with media engagement creates an impact beyond the showroom floor. Successful companies will recognize that these events are strategic relationship-building platforms, not just promotional opportunities.

Security companies should evaluate their current approach and consider how a more comprehensive strategy can transform conference events into a place to assert their industry prominence, build a powerful brand, and drive results long after the event.

Ready to maximize your cybersecurity PR impact? Download our 2025 Cybersecurity Media Pulse Report for exclusive insights into journalist preferences, emerging security narratives, and proven strategies that deliver results in today's complex threat landscape.