How to Win Over the Cybersecurity Community as a PR Agency

In many cases, it is fair to categorise the cybersecurity industry as sceptical of PR as an industry. This makes perfect sense, for a group professionals are tasked with protecting sensitive data and critical infrastructure from malicious attacks, when compared with the PR industry, so often guilty of misunderstanding, simplification and ‘fluffification’ of important and complex topics. So, how do you, as a PR agency or team, break through this stereotype and win their trust?

Here are several key strategies to help you succeed in this niche field:

Understand the Cybersecurity Jargon

As a PR person working in cybersecurity, the importance of understanding the terms, jargon, and the real-world application behind them cannot be overstated. Multiple clients have mentioned being burned by previous agencies who failed to do this adequately. By mastering the technicalities of cybersecurity, you’re able to achieve two things: Credibility with the client, that you have a true and deep understanding of their world, and an innate ability to then reach under the hood and find the interesting elements of this, which you can repackage to the media.

Engage with the community – And do so without chasing profit constantly

While PR agencies obviously do need to make money, one of the ways in which they can ingratiate themselves to the cybersecurity industry is to give something back. At Eskenzi, we have been able to do this via out industry events; The European cybersecurity Bloggers Awards, the Security Serious Unsung Heroes Awards and the Most Inspiring Women in Cyber Awards are all ways to embed ourselves in the community, making stronger connections, and forging deeper links. This often does not function to make a profit, but does perform a valuable function for our clients, who may need attendees at these events to work with as influencers.

Build Meaningful and Helpful Relationships with Journalists and Influencers

Media relations are a cornerstone of any PR strategy, but they are particularly critical in the cybersecurity space, where getting accurate and timely information out to the public is crucial. Journalists and influencers covering the cybersecurity beat are extremely discerning—accuracy and authority are key. Build meaningful relationships with these journalists by providing them with insightful, well-researched commentary and data-driven stories.

Offer timely, newsworthy insights that cater to their readership’s interests. Cybersecurity journalists are keen on information that can help them stay ahead of the latest threats, regulatory changes, and can fundamentally add to the story. So, think about the types of stories that could pique their interest—case studies, new research, or responses to breaking news events which can help a journalist to file a byline earlier. If you consistently provide quality, relevant information, you’ll quickly become a trusted resource.

Stay Ahead of Industry Trends

Cybersecurity is an ever-evolving field, with new challenges and technologies emerging at a rapid pace. As a PR agency, it’s crucial to stay ahead of the curve in understanding these changes. Ensure that you are constantly monitoring industry trends, including new threats, regulations, and advancements in cybersecurity technology. Subscribe to leading cybersecurity publications, attend industry conferences, and follow influencers to keep your finger on the pulse of the sector.

This will not only help you better position your client in the market but will also ensure your PR campaigns remain timely and relevant. Being proactive rather than reactive can set your agency apart from others that may not be as well-informed.

Be Transparent and Ethical

Finally, transparency and ethics are fundamental to working in the cybersecurity industry. The community places immense value on integrity, particularly when dealing with sensitive data and high-stakes situations. As a PR agency, you must be vigilant in maintaining ethical standards, particularly when managing crises or sensitive information.

Always prioritize accuracy and honesty when communicating with the media and the public. If your client faces a security breach or public relations challenge, being upfront and transparent can help mitigate the damage and reinforce your client’s credibility. In cybersecurity, integrity is crucial.

Conclusion

Winning over the cybersecurity community as a PR agency requires more than just traditional PR skills. You need to understand the technical landscape, build trusted relationships, and create impactful stories that resonate with both industry professionals and the media. By becoming an expert in the field, nurturing strong connections, and upholding ethical standards, your agency can become a trusted ally to clients in the cybersecurity space. Trust is hard to earn but invaluable once it’s established—so make sure to build your reputation on it from the very beginning.