The Challenge
KnowBe4, the global leader in security awareness training and simulated phishing platforms, sought to expand its impact in the UK beyond the typical London-centric cybersecurity scene.
Despite Leeds’ emergence as a thriving digital hub, events of this calibre were often concentrated in the South, leaving regional audiences underserved. This led Eskenzi PR to propose KnowBe4 create a high-impact event that addressed the pressing issue of human risk in cybersecurity, specifically for the regional business community in Leeds.
The goal was to bring together influential voices, address the evolving cyber threat landscape, including phishing, social engineering and AI-powered attacks and make security awareness more relatable by exploring the real mental states influencing employee behaviour.
Creating an impactful event
Using the team’s local Leeds contacts, Eskenzi PR introduced KnowBe4 to aql, a renowned telecom operator with strong local roots, to launch the inaugural CyberSecure Leeds: Human Risk & Connectivity Summit, strategically scheduled as part of the Leeds Digital Festival 2024 to tap into existing regional momentum. Hosted in the striking setting of aql’s historic Salem Chapel, the event was designed for business and security professionals seeking practical strategies for mitigating human-related cyber threats.
Renowned cybersecurity expert Javvad Malik chaired a panel featuring leading figures from top UK organisations, Alhannah Crewe (Travelopia), Fiona McGregor (Arm UK), and Stacey Bull (Reckitt Benckiser), offering a rare all-female panel speaking not about gender, but core security challenges. Discussions drew on the “TAPPED Out” survey, devised by KnowBe4 with Censuswide and supported by Eskenzi PR, revealing how employee emotions such as tiredness, anger and distraction affect security behaviours.
The panel also tackled issues like cybercriminals exploiting collaboration tools and fraudulent meeting invites in hybrid work environments. Leveraging aql’s local influence and the Leeds Digital Festival’s profile, the summit successfully merged expert insights with a community-driven format, ensuring relevance to both local and national audiences.
Regional Success
CyberSecure Leeds attracted strong regional interest, demonstrating the value of hosting high-profile tech summits outside London. The partnership between KnowBe4 and aql highlighted Leeds as a credible digital innovation hub, strengthening both organisations’ reputations and extending their reach into new networks.
The event generated meaningful engagement among attendees, with discussions encouraging participants to rethink their security culture both professionally and personally. The focus on the human element resonated strongly, with the “TAPPED Out” survey findings sparking fresh conversations around mental well-being and its role in cyber resilience.
Beyond the immediate impact, the summit reinforced the power of regional events in PR, showcasing how locally-anchored initiatives can deliver national visibility, foster stronger community ties, and position a city as a leader in digital advancement.