What makes cybersecurity journalists stop, read and respond to your pitch when they receive dozens of pitches daily? Our new research cuts through assumptions to reveal exactly what drives media coverage in today's threat-focused ecosystem.
We surveyed 100 U.S.-based reporters who cover the industry at least monthly to uncover what truly resonates with today's cybersecurity journalists. The results, compiled in our 2025 Cybersecurity Media Pulse Report, offer actionable insights for companies looking to strengthen their media presence in this competitive landscape.
The AI-Driven Media Landscape
Our research confirms what many PR professionals have suspected. AI-driven threats have become the dominant topic in cybersecurity reporting, with 53% of journalists citing them as their primary area of interest. Deepfakes, AI-powered phishing and automated attacks top the list of specific concerns that capture media attention.
However, this focus on AI doesn't mean other topics have disappeared from journalists' radar. Cyber hygiene and consumer awareness (39%), along with government regulations and policy developments (35%), remain significant areas of interest. The challenge for cybersecurity companies is to connect their expertise to these broader narratives, rather than pitching products in isolation.
What Frustrates Cybersecurity Journalists
Understanding journalists' pain points is crucial for building productive relationships. Our survey revealed several key frustrations:
- Overly technical or jargon-heavy information (36%)
- Generic pitches without unique insights (34%)
- Insufficient access to subject matter experts (33%)
- Slow response times during breaking news (33%)
- Mismatches between spokespeople and topics (33%)
These findings highlight a fundamental truth: cybersecurity companies that employ specialized PR professionals to address these issues can substantially differentiate themselves from competitors who approach media relations as an afterthought.
Connect With Us at RSA 2025
This week, we're attending the RSA Conference alongside several of our clients, putting these media insights into action. If you're attending the conference, we'd be delighted to connect and discuss how these findings can be applied to your cybersecurity communications strategy.
The full report offers a comprehensive analysis of journalists' preferences, detailed breakdowns of the most effective media engagement tactics and strategic recommendations for cybersecurity companies looking to strengthen their media presence.
Download the complete 2025 Cybersecurity Media Pulse Report to discover how your organization can build stronger media relationships and establish your executives as thought leaders in an increasingly crowded market.
And if you’re curious about how your company stacks up, book a quick call with Treble senior vice president Matt Grant, and we’ll share a free competitive media analysis, customized just for you.