Surviving and Thriving at RSA

If you’ve ever been to the RSA Conference in San Francisco, you’ll know it’s unlike any other cybersecurity event. It’s massive, intense, exciting, and if you’re not prepared, it can also be overwhelming. That’s exactly why Eskenzi PR recently hosted the webinar “Surviving & Thriving at RSA: A PR Playbook for Vendors.” Drawing on decades of experience attending the show, Eskenzi PR co-founders, Yvonne Eskenzi and Neil Stinchcombe, shared practical advice on how vendors can get the most out of the week, from a PR, business, and networking perspective.

“RSA is fantastic, but it’s also a labyrinth,” says Yvonne. “There are hundreds and hundreds of exhibitors, multiple floors, endless events, and thousands of people. If you don’t plan ahead, you can easily spend the entire week just wandering around.”

Start with a Plan

The first rule for RSA success is simple: know why you’re going. With more than 650 exhibitors and roughly 44,000 attendees, the conference moves fast. Vendors should define clear objectives before they even arrive, whether that’s generating leads, meeting analysts, exploring partnerships, or keeping an eye on competitors.

“You really have to plan your route around the show,” Yvonne explains. “Otherwise you get pulled in all directions and suddenly it’s Thursday lunchtime and the whole event is over.”

Neil agreed that preparation is critical, especially when it comes to scheduling meetings. “The halls are huge and it can easily take 10 minutes just to walk from one end to the other,” he says. “So keep meetings short, leave time to move between locations, and don’t overbook your schedule.”

The Real Networking Happens Everywhere And Anywhere

While the expo floor is busy, much of the real business at RSA happens outside the convention center. Hotels, cafés, parks, and evening events become unofficial meeting rooms throughout the week.

“The Marriott is where many analysts and journalists meet companies,” Neil notes. “The St. Regis and the W Hotel often attract investors and senior executives. But it’s always worth finding quieter spots nearby if you actually want to talk.”

Yvonne even shared a few personal favorites. “One of my secrets is the café at the San Francisco Museum of Modern Art. Hardly anyone goes there, so it’s actually a great place to hold a meeting.”

And then there are the famous RSA parties. There can be dozens of networking events every night, which offer opportunities to meet potential partners, analysts, and customers in a more relaxed setting.

“You can easily end up going to five or six events in one evening,” Yvonne mentions, “But our advice is simple: don’t overdo it. The cocktails are strong and you still have a full day of meetings ahead of you.”

Messaging Matters More Than Ever

For vendors hoping to gain visibility with media and analysts at RSA, having the right messaging is essential. Neil stresses the importance of clarity.

“You need to be really clear about the problem you solve and how you solve it,” he says. “Too many companies hide behind jargon and acronyms. Explain what you do in plain language.”

Yvonne calls this the “holy trinity” of messaging for cybersecurity vendors:

How does your product reduce risk?
How does it improve efficiency for security teams?
How does it integrate with existing security stacks?

“If you can answer those three things clearly, you’re already ahead of many companies on the show floor,” she says.

Building Visibility Before the Event

Another key takeaway from the webinar was that RSA is not the moment to start telling your story; it’s the moment to amplify it.

“Don’t launch a brand-new product during RSA,” Yvonne advises. “Everyone is competing for attention. Instead, announce it beforehand and use the conference to reinforce the message.”

Social media, especially LinkedIn, also plays a huge role.

“Share what you’re doing while you’re at the show,” Neil adds. “Post photos, comment on sessions, and keep the conversation going. It helps people see you’re active and engaged.”

Relationships Are the Real ROI

Finally, both Yvonne and Neil emphasized that RSA isn’t just about immediate results. Many conversations will lead to future opportunities rather than instant coverage or deals.

“Even if a journalist or analyst doesn’t write about you straight away, it’s still valuable,” Yvonne says. “RSA is about building relationships.”

With the right preparation, messaging, and mindset, the conference can be one of the most productive weeks of the year.

Or as Neil puts it: “Treat it like a marathon, not a sprint and you’ll come away with far more than just sore feet.”

Want more tips on making trade shows actually work for your business? Take a look at our other blogs on how to exhibit successfully and get the most from your trade show activity:

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.