You've built your cybersecurity business on years of solid technical expertise. Your team has a deep understanding of all the modern threats, solutions, and security architecture that most people wouldn't be able to understand (or even know exists).
While it's clear you have a lot of value to bring to the market, you are facing a clear business challenge: how do you turn that specialized knowledge into media coverage that connects with your audience and grows your business?
The truth is that cyber PR and marketing require completely different skill sets than security expertise. While you might be brilliant at detecting network intrusions, there's every chance you could be completely lost when trying to get a journalist to return your email or to figure out how to land coverage in a Tier-1 InfoSec publication. But don't worry, that's completely normal—and fixable.
For just about any business, landing media coverage should be a key target. This is especially true for cybersecurity businesses, where trust and legitimacy are essential but hard-won. Here are some of the benefits of being featured as a leading outlet:
This turns you from "just another security vendor" into a trusted voice that your investors and customers will come to remember.
Suppose you have already been trying to get featured through contacting and building relationships with journalists. In that case, you may have already experienced how difficult it can be to get picked up. Journalists are busy, overwhelmed, and looking for sources who make their jobs easier.
If you approach them thinking, "I need to tell them about our awesome new feature/research/opinion," they will likely send your email to the trash and keep moving. Why? Because journalists care about what their readers need, not what you want to promote.
That's why successful media relations start with this mindset shift. You're not actually pitching your business here—you're offering something of interest to them and their readers: insights, primary data, commentary on industry events, etc.
Also, it's important to remember that most journalists covering cybersecurity often don't have deep technical backgrounds themselves. They need experts who can:
Your technical knowledge is valuable to them—you just need to package it in the right way.
Not every cybersecurity business needs to be featured in every publication. You'll waste time and resources by pitching outlets that aren't relevant and won't bring you closer to your goals. Ask yourself:
A cyber company specializing in healthcare security might find more success focusing on getting coverage in healthcare trade publications rather than general business magazines. A firm with expertise in ransomware solutions might target local business journals where they can discuss threats facing regional companies.
There is no one-size-fits-all approach, so think about what you're trying to achieve with your media coverage and work backward from there.
As I've mentioned, getting coverage on leading publications is not exactly a walk in the park. If you've already got your hands full working on more strategic tasks within your business, you may be wondering how you will find the time to woo journalists and build connections.
But what if you could just automate all of this? The good news is that you absolutely can. Cybersecurity newswires offer one of the most efficient routes to media exposure for security businesses.
Instead of manually pitching individual journalists, a cybersecurity PR newswire lets you distribute your announcements to thousands of relevant readers with minimal effort. All you need to do is write up your press release, choose where and when you want it distributed, pay the fee, and then sit back and watch the analytics dashboard.
Many cyber brands secure front-page exposure to thousands of potential clients this way, without the relationship-building marathon usually required. As such, simplifying cyber PR in this way is perfect for time- and resource-strapped businesses. Have a new threat report? Newswire it. Significant new hire? Newswire. Product launch? You get the idea. Save your personalized pitching energy for the more complex, nuanced stories that need explanation.
Let's say a journalist finally responds to your coverage. Or better yet, you've been asked to comment on a new breaking story they believe you could add value to. The only catch is that they need a response within the next two hours. Would your team be ready?
The unfortunate reality is that most aren't, and opportunities evaporate faster than you'd believe. Cyber PR isn't a priority for most technical teams, but it absolutely should be.
Keep this in mind, and try to devise an action plan. Who would be best to talk to the media on behalf of your company? Is it just the CEO, or can your lead researcher chime in, too? You should have some pre-approved talking points on topics in your wheelhouse—not scripts, but guidelines. Know what client information is off-limits and what technical details shouldn't be shared.
Your deep cybersecurity knowledge is valuable beyond the work you do behind closed doors for your clients. Media opportunities allow you to amplify that expertise and build your brand in ways advertising simply can't match.
But as with anything, getting started is the hardest part. Use cyber newswires for quick wins while you build relationships for deeper coverage. Mix the easy distribution options with more thoughtful relationship building.
Remember, effective PR doesn't mean you need to become something you're not. It means taking the expertise you already have in-house and packaging it so more people can appreciate it. Your technical knowledge, translated for broader audiences, is exactly what makes you a valuable resource in a confusing security landscape.