Noise to Notoriety: Key Lessons on Choosing the Right PR Agency in Cybersecurity
Choosing a PR agency is such an important moment in any cyber vendor’s existence. In a market crowded with tens of thousands of companies, limited media attention, and increasingly sceptical buyers, PR has the power to either elevate a brand or quietly drain time and budget. That was the focus of our recent webinar, Noise to Notoriety: Choosing the Right PR Agency in Cybersecurity, which brought together senior communications and security leaders to share what PR should really deliver and how to find the right agency partner.
One of the strongest themes was the importance of cybersecurity depth. As Lisa Croel, Director of PR/AR/Brand at DataBee, A Comcast Company, put it, “If you’re in cybersecurity, you can’t bring on an agency that doesn’t have deep experience in the space. The industry is complex, and the more an agency understands it, the better results they’ll deliver.” She added that experience makes it easier to know “what topics will resonate, what articles matter, and how fast things are changing.”
But expertise alone isn’t enough. Panelists agreed that PR agencies must also demonstrate results and adaptability. Croel described this as “a certain amount of scrappiness,” explaining that great agencies know how to pivot, repurpose content, and push ideas forward even when conditions change.
For Javvad Malik, Lead CISO Advisor at KnowBe4, trust and representation were key considerations. “A PR agency is really a partner. They’re representing you as a business and as an individual,” he said. “You have to ask yourself whether you’re comfortable with them being the first impression journalists, analysts, and influencers have of your organization.” Malik also stressed alignment with business goals: “Find an agency that can meet you where you are and help guide you, not just execute what you think you want.”
Susan Torrey, VP of Communications and PR at Automation Anywhere, emphasized starting with the “why” behind PR. “When someone says, ‘We need PR,’ my first question is always why. Are we trying to build awareness, prepare for M&A, support an IPO, or establish category leadership?” she said. “You should look for an agency that can show they’ve done what you’re trying to accomplish.” She also cautioned against agencies that disappear after the pitch, noting, “I want senior leadership involved day to day, not just in the sales process.”
The discussion also tackled a common misconception: PR is not about leads. “PR isn’t about leads,” Torrey explained. “It’s about building a brand that’s reputable and recognized.” She reframed the value as “awareness-qualified leads,” meaning PR ensures vendors are known and trusted early, influencing buying decisions long before sales conversations begin.
As the conversation turned to modern PR, the panel agreed that while formats change, fundamentals do not. “The channels will always evolve,” Malik said, “but the principles stay the same. You’re building trust, offering value, and showing up consistently.” Croel echoed this, sharing how her team mines internal expertise to fuel thought leadership across blogs, commentary, and emerging platforms, supported by AI tools but always reviewed through a human lens.
Ultimately, the panel agreed the right PR agency acts as an extension of your team: creative, honest, industry-savvy, and willing to push back when needed. At a time when trust drives buying decisions and AI is transforming discovery, the value of the right PR partnership can’t be overstated.
You can watch the full recording of the webinar below.
Yvonne Eskenzi has also written in more detail about what to look for when choosing a PR agency, drawing on years of experience working with cybersecurity vendors: https://www.eskenzipr.com/2026/01/29/how-do-you-go-about-choosing-the-right-pr-agency/
If you’re keen on finding out more about Eskenzi PR, please contact us straight away, and we’d be more than happy to jump on a call with you.