Cybersecurity PR in Summer: Why Coverage Never Slows
Every year, the same assumption creeps in around late May: PR goes quiet over summer. Journalists are on leave, news desks slow down, and campaigns get paused until September. In cybersecurity PR, that assumption is simply wrong, and we can prove it.
Since the start of June, one of our clients has averaged 50 pieces of media coverage per week. Not a one-off spike. A sustained, weekly average, running straight through the months everyone else assumes are dead for PR.
Why? Because threat actors don’t take summer holidays. Breaches, ransomware attacks and phishing campaigns don’t pause for bank holidays. If anything, attackers often target the season precisely because fewer people are watching. That means journalists on the security beat still need fast, credible commentary all summer long, and with competitors going quiet on their PR, there’s less noise to cut through.
This client’s results come down to doing four things properly, every single week, without exception, and together they form the backbone of any strong cybersecurity PR strategy.
Rapid Response: Reacting to breaking security stories with a sharp, specific quote within the hour, not a watered-down statement a day later once the window has closed. This is often the single biggest differentiator in cybersecurity PR, because the window for meaningful commentary is short.
Inbound media handling: Treating every journalist request as a priority, answered same-day, rather than a lower-priority task competing with outbound plans. Good cybersecurity PR means never letting an easy win slip away.
Proactive engagement: Acting on agency ideas quickly, trusting our judgement, rather than letting pitches sit for weeks until the news hook has passed.
Regular, lightweight research: Short, fast-turnaround data points released often, rather than one huge annual report. A fresh statistic every few weeks keeps journalists coming back for more, and gives any PR programme a steady supply of usable material.
None of these four pillars is unique on its own. What’s rare is a client who consistently commits to all four, including through the months when everyone else has switched off. That combination, not luck, not a quiet news cycle, is what drives 50 pieces of coverage a week, and it’s a useful benchmark for what genuinely proactive cybersecurity PR can achieve at any time of year.
If you want to make the most of a quieter competitive landscape this summer, it’s worth checking out our limited-time summer partnership with Bora Cybersecurity Marketing, which combines specialist cybersecurity PR with expert marketing to build credibility, visibility, and leads, because PR doesn’t take the summer off!