PR Basics: What Is PR & Why Does It Matter?
What does a PR agency do for a company?
A public relations (PR) agency helps companies build credibility, increase brand awareness, and establish authority within their industry. Unlike advertising, where businesses pay for visibility, PR earns attention through newsworthy stories, expert commentary, thought leadership, and media coverage.
For businesses operating in competitive sectors such as cybersecurity, technology and SaaS, a strategic PR programme helps position the company as a trusted expert while supporting lead generation, recruitment, investor confidence and long-term business growth.
Why is PR important?
Good PR ensures that the right people know who you are and why your business matters.
Think of it as having a shop on a busy high street. A well-designed storefront attracts visitors, encourages trust and makes people want to come inside. PR works in much the same way by making your business visible, credible and memorable.
A successful PR strategy helps you:
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Increase brand awareness.
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Build trust and credibility.
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Establish thought leadership.
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Reach new customers and markets.
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Generate qualified leads.
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Support sales and marketing activity.
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Strengthen your reputation with customers, investors and industry analysts.
What benefit does PR bring to your company?
PR helps your company build visibility, credibility and trust with the audiences that matter most. For cybersecurity businesses, this means getting your expertise, messaging and point of view in front of potential customers, industry partners, investors, analysts and the media outlets they already trust.
A comprehensive PR strategy can increase your share of voice vs. competitors, strengthen your reputation and position your company as an authority in your market. This can be achieved through media coverage, thought leadership articles, expert commentary, research reports, awards, podcasts, speaking opportunities and strategic storytelling.
For cybersecurity companies in particular, PR is valuable because trust is central to buying decisions. By appearing in respected technology, business and cybersecurity publications, your company can demonstrate expertise, explain complex issues clearly and stand out from competitors.
Effective PR also supports lead generation, brand awareness and long-term business growth. It ensures your company is visible in the right conversations, associated with the right topics and recognised as a credible choice when customers are researching cybersecurity solutions.
What’s the difference between marketing and PR?
While PR and marketing work best when aligned, they serve different purposes.
PR focuses on building credibility, trust and reputation through earned media. This includes securing media coverage, providing expert commentary, developing thought leadership, speaking opportunities, awards and other activities that help position a company and its leaders as trusted voices in their industry. Because coverage is earned rather than paid for, it often carries greater third-party credibility.
Marketing, on the other hand, is primarily focused on promoting products, services and brand messages through channels that a company controls or pays for. This can include advertising, social media campaigns, email marketing, content marketing, paid search and sponsorships.
In simple terms, marketing helps you reach your target audience with messages you control and you need to pay for it – so you choose what you say and how you say it, while PR helps build trust and awareness through independent third-party validation and you don’t pay for it as you earn it on the quality and newsworthiness of what you produce. The most effective organisations use both together to support business growth and strengthen their brand.
How does PR build company reputation?
Reputation is one of a company’s most valuable assets.Consistent media coverage helps businesses become recognised voices within their sector. It demonstrates expertise, showcases innovation and reinforces credibility over time.
For many growing companies, effective PR can make them appear significantly larger and more established than their size might suggest. Regular coverage in respected publications gives confidence to:
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Prospective customers.
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Existing clients.
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Investors.
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Industry analysts.
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Partners.
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Future employees.
What does successful PR look like?
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Increased brand awareness.
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Regular media coverage.
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Improved search visibility.
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Higher-quality inbound leads.
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Greater engagement from customers.
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Future employees.
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Stronger relationships with journalists and analysts.
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Increased confidence among investors and partners.
What does excellent PR look like?
Excellent PR creates momentum and ultimately the press are coming to you for commentary. Customers already know who you are before the first sales meeting. Analysts recognise your business. Investors understand your market position. Prospective employees want to work for your company. At this stage, PR becomes a genuine competitive advantage rather than simply a marketing activity.
Why do cybersecurity companies need PR?
The cybersecurity industry has grown substantially in recent years, becoming increasingly competitive and crowded. With new vendors, technologies and solutions entering the market every day, it can be challenging for cybersecurity companies to stand out, build trust and establish credibility with their target audiences. PR plays a critical role in helping cybersecurity companies increase brand awareness, differentiate themselves from competitors and build a strong reputation among key stakeholders, including customers, prospects, investors, partners and industry analysts.
A strategic cybersecurity PR programme helps companies communicate their expertise, showcase their solutions, secure valuable media coverage and position their leaders as trusted voices on important industry issues. This is particularly important in cybersecurity, where trust and credibility are often key factors in buying decisions.
Beyond generating awareness, effective PR can support wider business goals by improving search visibility, strengthening thought leadership, supporting demand generation and helping organisations become recognised as influential players within the cybersecurity market.
In an increasingly saturated industry, PR is no longer just about securing coverage — it is about building authority, creating trust and ensuring your cybersecurity brand is visible to the audiences that matter most.
What does a cybersecurity PR agency do?
A cybersecurity PR agency helps cybersecurity companies build visibility, credibility and trust by communicating their expertise, achievements and industry insights to the right audiences. Unlike general PR agencies, a specialist cybersecurity PR agency understands the technical nature of the industry, the challenges security teams face and the media landscape needed to effectively position cybersecurity brands.
A cybersecurity PR agency typically supports companies through a range of activities, including securing media coverage, developing thought leadership content, creating research-led campaigns, managing press relationships, supporting product announcements, identifying speaking opportunities and positioning company executives as trusted industry experts.
A key role of a cybersecurity PR agency is translating complex security topics into clear, engaging stories that resonate with journalists, customers, prospects, investors and industry analysts. This helps cybersecurity companies differentiate themselves in a crowded market, strengthen their reputation and become recognised as authorities in their field.
Beyond generating awareness, cybersecurity PR can support wider business objectives by improving brand visibility, increasing website traffic, supporting demand generation and helping organisations build trust with potential buyers.
At Eskenzi PR, we specialise in cybersecurity PR, working with technology companies to develop strategic campaigns that showcase their expertise, generate meaningful media coverage and establish them as influential voices within the cybersecurity industry.
What is the difference between B2B PR and B2C PR?
The key difference between B2B PR and B2C PR is the audience being targeted. B2B (business-to-business) PR focuses on reaching decision-makers within organisations, such as CISOs, IT leaders, security teams, procurement teams and industry influencers. B2C (business-to-consumer) PR focuses on reaching individual consumers and building awareness among the general public.
B2B PR typically focuses on building credibility, demonstrating expertise and influencing longer, more complex buying decisions. This often involves thought leadership, industry commentary, research-led campaigns, analyst engagement and coverage in specialist business and technology publications.
B2C PR is usually more focused on brand awareness, emotional engagement and reaching a much broader consumer audience through mainstream media, social channels, influencers and consumer-focused campaigns.
Some companies may benefit from a combination of both B2B and B2C PR, depending on their target audiences, products and business objectives. However, many cybersecurity companies primarily focus on B2B PR, as their solutions are often aimed at organisations and security decision-makers rather than individual consumers.
PR for Startups & Growing Companies
How does PR benefit a startup and when are we big enough to take on a PR agency?
PR can play a vital role in helping startups build awareness, credibility and trust in the market. For early-stage companies, securing media coverage, sharing expert insights and establishing thought leadership can help attract customers, investors, partners and talent. In competitive sectors such as cybersecurity, PR can also help differentiate a start-up from more established players and position its leadership team as industry experts.
Many founders assume they need to wait until they reach a certain size before investing in PR, but there is no fixed threshold. The best time to engage a PR agency is when you have a clear business objective to support, such as launching a product, raising investment, entering a new market, recruiting talent or building brand awareness.
It’s important to recognise that PR is a long-term investment rather than a quick fix. Building relationships with journalists and establishing credibility takes time, and the most successful PR programmes work as a consistent, ongoing effort. While results may start gradually, sustained media engagement helps create momentum, making it easier to secure coverage, raise your profile and support business growth as your company scales.
How do I know I’m ready for PR?
There is no set company size or revenue threshold for PR, but there are a few indicators that suggest you’re ready to make the most of it.
You are likely to be ready for PR if you have a clear story to tell, defined business objectives and experts who can consistently contribute valuable insights to industry conversations. The organisations that see the greatest success from PR are those that view it as an ongoing commitment rather than a one-off activity and are prepared to invest time in building relationships with journalists and industry influencers.
One factor that can determine the success of a PR programme is having knowledgeable spokespeople who can engage with the media. Journalists often seek expert commentary on breaking news, industry trends and emerging challenges, so having executives or subject-matter experts available to provide timely insights can significantly increase your chances of securing coverage.
It’s also important to consider where your spokespeople are based. If you’re targeting media in a specific region, such as the UK or the US, having experts available during local business hours makes it much easier to respond quickly to journalist requests and participate in interviews, podcasts, events and other media opportunities.
How do I justify PR to my superiors?
The best way to justify PR to senior leadership is to connect it directly to business outcomes. PR should not be seen as a standalone marketing activity, but as a strategic function that supports brand awareness, credibility, lead generation, investor confidence, recruitment and long-term growth.
For cybersecurity companies, PR is especially valuable because trust is a major factor in buying decisions. Decision-makers need confidence that a vendor understands the threat landscape, can explain complex security issues clearly and is recognised by credible third parties. Media coverage, thought leadership, analyst commentary, research campaigns, awards and speaking opportunities all help build that trust.
PR can also be measured. Useful metrics include share of voice, quality and relevance of media coverage, website referral traffic, backlinks, search visibility, message pull-through, audience reach, engagement, inbound enquiries and influence on the sales pipeline. These metrics help show how PR contributes to commercial goals, not just publicity.
When presenting PR internally, focus on what leadership cares about: market visibility, competitive differentiation, customer trust, sales enablement and reputation protection. A strong cybersecurity PR programme helps ensure your company is seen in the right places, associated with the right issues and considered credible when potential customers are researching solutions.
One of the easiest ways to justify PR is to think about your own buying habits. If someone recommends a company you’ve never heard of, you don’t buy immediately. You look them up. You search for independent reviews, media coverage, awards, expert commentary and evidence that they’re credible. Cybersecurity buyers are no different, except the stakes are far higher. Before engaging with a vendor, they’re researching whether the company is trusted, recognised and shaping the industry conversation. PR provides that independent validation. It builds the trust that marketing and sales depend on, ensuring that when prospects go looking, they find credible evidence that your business is one worth doing business with.
What makes the perfect PR client?
The strongest client-agency relationships are collaborative and understand the PR process, so they respond rapidly and authorise content quickly.
The best results come from companies that:
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Share business objectives openly.
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Provide regular access to subject matter experts.
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Respond quickly to media opportunities.
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Invest in creating original research and insights.
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Trust strategic advice and allow you free reign to a certain extend.
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Commit to PR as a long-term investment rather than a one-off campaign and recognise that it can take time to get results.
How can a cybersecurity company build brand awareness?
Building brand awareness is essential for cybersecurity companies looking to stand out in an increasingly competitive market. As the industry continues to grow, companies need to ensure they are visible, credible and recognised by the audiences that matter most, including security leaders, potential customers, partners, investors and industry analysts.
A strong cybersecurity brand awareness strategy combines multiple activities, including PR, thought leadership, content marketing, social media, industry events, analyst engagement and customer advocacy.
PR plays a key role by helping cybersecurity companies secure media coverage, share expert insights and contribute to important industry conversations. Consistent visibility in relevant cybersecurity, technology and business publications helps build trust and positions companies as credible voices in the market.
Thought leadership is another effective way to increase brand awareness. By sharing expertise on emerging threats, industry trends, regulations and security challenges, cybersecurity companies can demonstrate their knowledge and provide value to their target audiences.
Other activities, such as publishing original research, speaking at industry events, engaging with analysts, optimising content for search engines and maintaining an active digital presence, can further strengthen visibility and authority.
The most successful cybersecurity brands focus on building recognition over time. By consistently sharing valuable insights and appearing in the right places, companies can increase awareness, establish trust and become the names customers think of when they need cybersecurity solutions.
How can PR help cybersecurity companies compete with larger brands?
PR can help smaller cybersecurity companies compete with larger, more established brands by increasing visibility, building credibility and ensuring they are part of the wider industry conversation.
In a crowded cybersecurity market, brand awareness is often a key differentiator. Through strategic media coverage, thought leadership, expert commentary and research-led campaigns, PR can help smaller companies showcase their expertise and position themselves alongside larger competitors.
By consistently appearing in relevant industry publications and contributing to important cybersecurity conversations, smaller brands can build recognition among key audiences, including potential customers, partners, investors and analysts. Over time, this increased visibility helps establish trust and authority, making it more likely that prospects will recognise the brand when they are looking for solutions.
Effective cybersecurity PR is not about competing with larger companies on size or budget, it is about creating a strong, credible voice, highlighting areas of expertise and building a reputation that attracts new opportunities.
As brand recognition grows, PR can also support wider business goals by generating inbound opportunities, strengthening relationships with customers and helping cybersecurity companies become recognised as trusted players within the market.
Choosing the Right PR Agency
What are the pros and cons of going with a boutique versus a generalist agency?
A boutique cybersecurity PR agency brings specialist knowledge of the cybersecurity market, including emerging threats, industry trends, regulations and the wider technology landscape. Most importantly they will have contacts that go beyond just the journalist and blogger community but have influence deep within the industry amongst CEOs, educators, government, analysts and other influencers such as distributors and resellers, consultants and other service providers. This expertise enables them to quickly identify relevant media opportunities, develop credible thought leadership and secure coverage in the publications your target audience reads.
Generalist agencies can offer broader media reach and experience across multiple sectors, which may be beneficial for businesses targeting mainstream or consumer audiences. However, they often lack the in-depth understanding needed to effectively communicate complex cybersecurity topics and may not have the same network of specialist media contacts.
For most cybersecurity companies, a specialist cybersecurity PR agency provides the industry knowledge, media relationships and technical understanding needed to build credibility and reach the audiences that matter most.
What does an average retainer cost in cybersecurity PR and what do we get for that spend?
Cybersecurity PR is highly specialised and typically commands higher retainers than general consumer PR because it requires deep technical understanding and established relationships with technology journalists.
Retainers vary depending on the scope of work, markets covered and campaign objectives.
A typical monthly programme may include:
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Media relations.
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Rapid responses
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Press office support.
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News generation.
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Thought leadership.
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Award submissions.
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Speaking opportunities.
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Analyst relations.
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Content creation.
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Crisis communications.
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Strategic PR consultancy.
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Performance reporting.
How do I choose the right PR agency for my business?
Choosing the right PR agency is an important decision, and there is no one-size-fits-all approach. The best agency for your business will depend on your industry, objectives, target audience, budget and what you want to achieve from PR.
One of the first things to consider is the relationship and chemistry between both parties. This can often be established during the initial discovery call. A successful PR partnership relies on strong communication, trust and having both teams aligned on goals, expectations and ways of working.
It is also important to choose a PR agency that understands your industry and has experience reaching your target audiences. For cybersecurity and technology companies, working with an agency that understands the market, media landscape and technical subject matter can make a significant difference when creating relevant campaigns and securing meaningful coverage.
Before choosing an agency, consider whether they can:
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Understand your business, customers and key differentiators
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Develop a PR strategy aligned with your wider business goals
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Demonstrate relevant experience and proven results
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Provide clear communication, reporting and measurement
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Offer the expertise and resources needed to support your ambitions
The right PR agency should feel like an extension of your team, not just a supplier. They should understand what success looks like for your business, provide strategic guidance and have the skills and relationships needed to increase your visibility, credibility and reputation. Ultimately, choosing a PR agency comes down to finding a partner that combines industry expertise, a strong cultural fit and the ability to deliver measurable results.
What questions should I ask a PR agency before signing?
Choosing the right PR agency is an important decision, as the relationship can have a significant impact on your brand visibility, reputation and business growth. Before signing with a PR agency, it is important to ask the right questions to ensure they understand your industry, your objectives and what success looks like for your organisation.
Key questions to ask a PR agency include:
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Do you have experience working with companies in our industry?
A specialist agency with relevant sector knowledge will better understand your audience, competitors, media landscape and the challenges your business faces.
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What results have you achieved for similar clients?
Ask for examples of previous campaigns, media coverage secured, business outcomes achieved and how the agency measures success.
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Who will be working on our account?
Understanding the team structure, level of experience and who you will be working with day-to-day is important for building a successful partnership.
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How do you measure PR success?
A good agency should look beyond the volume of coverage and consider factors such as quality of publications, audience relevance, share of voice, brand awareness, website impact and contribution to wider business goals.
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How do you approach media outreach?
Understanding how an agency identifies opportunities, builds journalist relationships and creates targeted pitches will help you assess whether their approach aligns with your goals.
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How will you understand our business and messaging?
The best PR campaigns are built on a strong understanding of your company, customers, competitors and market positioning
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How often will we receive updates and reports?
Clear communication and transparency are essential for a successful agency relationship.
PR Strategy: Campaigns, Content & Thought Leadership
How do we use PR if we want to launch a product?
PR plays a critical role in creating awareness, credibility and momentum around a product launch. A successful launch is about more than simply announcing a product; it is about crafting a compelling story that explains why the product matters and why the market should care.
The first step is to develop a strong PR strategy, which typically includes creating a press release, identifying key messages and crafting a newsworthy angle that resonates with journalists and your target audience. This could include highlighting the problem the product solves, the market need, customer impact, industry trends or expert insights from company spokespeople.
A well-planned PR campaign can help generate media coverage, build credibility through third-party validation, support demand generation and position company leaders as experts in their field. The most successful product launches combine timely outreach, strong storytelling, and proactive engagement with relevant media contacts to ensure the announcement reaches the audiences that matter most.
How can we go about doing research to get good PR?
Research is a vital way of gaining strong PR opportunities for your business. Journalists are much more likely to engage with research, which can lead to a large jump in share of voice, as well as subsequent interviews and customer interest. However, there is definitely an art to conducting the research and asking the right questions of respondents in a way that will pique media interest.
The first step is to identify a topic that connects your company’s expertise with an issue your target audience cares about. For cybersecurity businesses, this could include threat intelligence, ransomware trends, cloud security, AI security, identity and access management, or anything in between.
Your research should be original, relevant and easy to understand. This might involve analysing your own platform data, surveying CISOs or IT decision-makers, reviewing public breach data, studying threat trends or commissioning independent research. The strongest campaigns usually reveal something new or challenge an assumption in order to gain interest.
The research needs a clear headline, strong statistics and a compelling narrative. However, the work isn’t done there. Rather than simply publishing a report, cyber vendors should identify the most newsworthy headlines, distribute press releases and create expert commentary to generate as much interest as possible from the press.
A strong research-led PR campaign can generate media coverage, backlinks, analyst interest, social media engagement, sales enablement content and thought leadership opportunities.
How do you become a good thought leader?
To become a good thought leader, you need to offer useful, credible and original insight on the issues your audience cares about. A strong cybersecurity thought leader should have a clear area of expertise. This could include ransomware, threat intelligence, cloud security, AI security, identity, compliance, cyber resilience, data protection, supply chain risk or security leadership. The more focused your point of view, the easier it is for the market to understand what you stand for.
Good thought leadership also requires consistency. This can include expert commentary, bylined articles, research reports, media interviews, podcasts, webinars, conference speaking engagements, LinkedIn posts, and analyst briefings. Over time, regular, high-quality insights help build trust, increase visibility, and position your company as a credible voice in the cybersecurity industry.
The best thought leaders are clear, timely and helpful. They respond to current cyber threats and industry trends, explain what they mean in plain English and provide practical advice rather than generic opinions. Strong thought leadership should add something new to the conversation, whether that is a data-backed perspective, a contrarian view, a prediction or a practical framework.
For cybersecurity businesses, becoming a recognised thought leader can support PR, brand awareness, media coverage, search visibility, customer trust and sales conversations.
What makes a creative PR campaign?
Creativity is at the heart of everything we do at Eskenzi PR. As competition in the cybersecurity industry continues to grow, companies need creative PR campaigns to increase brand awareness, build credibility and differentiate themselves from competitors.
A creative PR campaign looks beyond traditional announcements and general press releases, instead identifying the stories, insights and ideas that will resonate with journalists, customers and the wider industry. It’s about getting into the minds of the target audience and thinking as them, not for them.
For us, creativity is not about being different for the sake of it. It is about combining strategic thinking, industry expertise and fresh ideas to create campaigns that deliver real results and make a difference.
How can cybersecurity founders get featured in the media?
Getting featured in the media requires more than having a great product or company story. Journalists are looking for expert insights, unique perspectives and relevant commentary that will be valuable to their audience. For cybersecurity founders, the key is turning their knowledge and experience into compelling stories that resonate with the media.
Working with a specialist cybersecurity PR agency can significantly improve a founder’s chances of securing media coverage. An experienced agency will have established relationships with journalists, understand what different publications are looking for and know how to position a founder’s expertise in a way that is newsworthy and engaging.
Cybersecurity founders can increase their media visibility by:
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Sharing expert commentary on emerging threats, trends and industry developments.
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Contributing thought leadership articles and opinion pieces.
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Participating in research-led campaigns and industry discussions.
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Being available to provide rapid response commentary on breaking cybersecurity news.
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Thought leadership.
For UK-based founders, there can be additional opportunities within the UK media landscape, particularly around funding announcements, business growth stories and innovation. Journalists are often interested in covering the success of growing UK technology and cybersecurity companies, especially when there is a strong local angle or wider industry relevance.
Media coverage is built on credibility, expertise and storytelling. By consistently sharing valuable insights and working with PR professionals who know how to translate technical knowledge into compelling narratives, cybersecurity founders can raise their profile, build trust and become recognised voices within the industry.
Measuring PR Success & ROI
Which PR measurement tools should we use?
As an agency with over 30 years of experience in the PR industry, we’ve evaluated many media monitoring and measurement platforms, and at Eskenzi PR we’ve landed on a core set after a fair amount of trial and error. The right tools are essential for understanding PR performance, tracking media coverage and measuring the true impact of campaigns.
For media monitoring and reporting, we rate Meltwater highly, it’s one of the strongest platforms available and helps us track coverage, monitor brand mentions, analyse media reach and identify trends across relevant publications and channels.
For media outreach and distribution, we use Muck Rack to identify relevant journalists across verticals and nationals, manage media relationships and support targeted, well-tailored pitching as this is essential for shaping a story to meet each journalist’s specific requirements.
Beyond these two, the right tools ultimately depend on your objectives, but a well-rounded measurement stack commonly includes:
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Coverage monitoring platforms
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Media database and journalist engagement tools
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Google Analytics
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Google Search Console
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SEO platforms such as Ahrefs or Semrush
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Brand monitoring tools
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AI visibility tracking tools, as GEO continues to evolve
However, successful PR measurement goes beyond the tools themselves. We look at a range of metrics including the quality of coverage, relevance of publications, share of voice, message penetration, audience reach, and the contribution of PR activity to wider business goals such as brand awareness, credibility and lead generation.
The most valuable reports combine media coverage with website performance, search visibility and lead generation data to demonstrate real commercial impact, pairing the right technology with expert analysis to show not just how much coverage was achieved, but the value it actually delivered.
How can I measure PR results?
Modern PR is highly measurable. Rather than simply counting media coverage, businesses should focus on outcomes that contribute to commercial objectives. Key performance indicators include:
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Media coverage in target publications.
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Tier-one national and industry media placements.
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Share of voice compared with competitors.
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Website traffic generated from coverage.
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Referral traffic.
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High-quality backlinks.
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Search engine visibility.
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AI search mentions and citations.
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Lead generation.
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Speaking invitations.
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Awards and industry recognition.
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Analyst engagement.
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Social media engagement.
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Domain authority improvements.
How much coverage can we expect?
There is no guaranteed number of articles because PR relies on earning editorial coverage rather than buying advertising space. The amount of coverage depends on factors including:
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The quality of your news.
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Availability of expert spokespeople.
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Speed of media responses.
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Market trends.
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Product launches.
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Research and data.
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Awards and events.
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Thought leadership opportunities.
How does PR generate leads?
PR is about much more than publicity. Every article, interview, opinion piece or media mention increases the number of places where potential customers can discover your business. When your expertise appears in the publications your buyers already read, you reach decision-makers at the moment they are researching solutions. This creates:
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More inbound enquiries.
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Better-qualified leads.
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Increased website traffic.
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Higher brand recognition.
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Greater trust before the sales conversation even begins.
PR works best when combined with content marketing, SEO and social media to create multiple touchpoints throughout the customer journey.
How do you measure PR ROI?
PR ROI is measured by evaluating how PR activity contributes to business goals such as brand awareness, website traffic, lead generation, search visibility and revenue growth. Key metrics include media coverage, share of voice, audience reach, website referrals, keyword rankings, backlinks and conversions.
The most effective PR measurement combines quantitative data with qualitative insights to demonstrate not just the volume of coverage secured, but its impact on brand reputation, credibility and business growth.
What KPIs should businesses set for PR?
PR KPIs should be aligned to what a business is trying to achieve. Common PR metrics include the number and quality of media placements, coverage in target publications, spokesperson opportunities, audience reach, share of voice and engagement with key messages.
Rather than focusing solely on coverage volume, businesses should set KPIs that reflect their strategic objectives, whether that is increasing brand awareness, building industry authority, supporting product launches or reaching new audiences.
How long does it take to see results from PR?
PR is a long-term investment and while some activities, such as news announcements or reactive media opportunities, can generate immediate coverage, building brand awareness, credibility and recognition takes time.
PR is often a drip-feed process, where each piece of coverage, media interaction and thought leadership opportunity contributes to a company’s reputation over time. The more consistently a brand engages with journalists, contributes expert insights and appears in relevant publications, the more likely it is to become recognised as a trusted voice within its industry.
Most businesses begin to see momentum within the first few months of a PR programme, but the strongest results are typically achieved through sustained activity over six to twelve months. PR is about building long-term visibility and trust, with each media opportunity helping to strengthen your brand and support future business growth.
Does PR directly generate sales?
PR does not generate sales directly, it plays a crucial role in influencing buying decisions. By increasing brand awareness, building credibility and positioning a company as a trusted expert, PR helps create the trust and visibility that prospects need before making a purchase.
Effective PR can support lead generation by driving website traffic, increasing brand recognition, strengthening search visibility and ensuring your business is featured in the publications and conversations your target audience follows. While PR is rarely the final step in the sales process, it is often a key factor in creating demand and opening the door to new business opportunities.
PR, SEO, GEO & Digital Visibility
How does PR support SEO and GEO?
Today’s search landscape has changed significantly. Traditional search engine optimisation (SEO) remains important, but Generative Engine Optimisation (GEO) is becoming equally valuable as AI-powered search tools such as ChatGPT, Google AI Overviews, Gemini and Perplexity increasingly shape how people discover information. High-quality PR contributes to both. When your company is featured in respected industry publications, those articles become trusted sources that search engines and AI systems reference. Unlike paid advertising, editorial coverage is earned through genuinely newsworthy stories and expert insight.
Strong media coverage can help:
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Improve search visibility.
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Increase authority signals.
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Generate high-quality backlinks.
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Build trust with AI search engines.
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Improve the likelihood of your brand being cited in AI-generated answers.
As AI search becomes more influential, original expert content published by authoritative media outlets is becoming one of the strongest indicators of credibility.
Does PR help improve Google rankings?
PR can support Google rankings by increasing brand visibility, driving website traffic and earning high-quality backlinks from reputable publications. While PR alone does not directly improve rankings, consistent media coverage can strengthen a website’s authority and complement wider SEO efforts.
When combined with SEO, PR can help businesses increase their online presence, improve search visibility and attract more organic traffic from potential customers.
How do backlinks from media coverage impact SEO?
Backlinks from trusted media outlets can have a positive impact on SEO by signalling to search engines that your website is credible and authoritative. Coverage in relevant publications can help strengthen your domain authority, improve search visibility and drive referral traffic to your website.
Not every media mention will include a backlink, but earning links from high-quality publications remains one of the most valuable ways PR can support long-term SEO performance.
International PR & Expanding Into New Markets
Which regions do you recommend starting in and which should we avoid?
For most cybersecurity companies, starting in the UK can be a strong jumping point, particularly for building early credibility, securing industry recognition and establishing a foundation for wider international growth. The UK has a mature cybersecurity market, an influential media landscape, major industry events, active analyst communities and strong demand for trusted security vendors.
The US should absolutely be part of most cybersecurity companies’ long-term roadmap, given the size of the market, enterprise opportunity and influence of its security ecosystem. However, it can be more challenging to break into straight away. Success in the US often requires a strong local presence, including people on the ground, customer references, relevant spokespeople and an understanding of the market’s media and buyer landscape.
Once a company has established credibility in the UK, expanding into Europe can often be a more achievable next step. Markets such as Germany, the Netherlands, the Nordics and Switzerland can offer strong opportunities, particularly for B2B and enterprise security companies, although local market knowledge and language support can be important depending on the region.
We would avoid launching PR across too many regions at once without the right internal support. Every market requires tailored messaging, relevant media relationships, local proof points and spokespeople who can engage with that audience.
The strongest approach is to prioritise the regions that align with your commercial goals, build credibility and brand recognition there first, then expand into new markets once you have a clear local story to tell.
Do I need local PR support when expanding internationally?
Local PR support can be highly valuable when expanding into new international markets. While a strong global PR strategy provides consistency, local expertise helps ensure messaging is relevant, culturally appropriate and aligned with what matters to audiences in each market.
PR agencies with in-country knowledge understand the local media landscape, journalist expectations and industry conversations, making it easier to identify the right opportunities and build meaningful relationships with relevant publications.
For some markets, particularly those where language, business culture and media preferences differ significantly, having local PR support can be essential. However, the right approach depends on your objectives, resources and level of existing brand awareness in that region.
The most successful international PR programmes combine a consistent brand story with local market expertise, ensuring companies can maintain their global positioning while effectively engaging regional audiences.
What are the biggest mistakes companies make when entering new markets?
One of the biggest mistakes companies make when expanding internationally is trying to enter too many markets at once. Without the right resources, local knowledge and market understanding, PR activity can become diluted and less effective.
Other common mistakes include using the same messaging across every country, underestimating cultural differences, lacking local customer proof points and expecting immediate results. What resonates with audiences and journalists in one market may not have the same impact elsewhere.
Companies should also consider whether they have the right internal support in place, including local spokespeople, sales presence and a clear understanding of their target audience in each region.
The most successful international PR strategies focus on building credibility in priority markets first, creating a strong foundation before expanding further. By taking a targeted approach and adapting messaging for each audience, companies can maximise their chances of long-term success.
PR for Events, Tradeshows & Industry Visibility
What trade shows should we attend to grow our brand?
There are too many trade shows in the UK, USA and globally to count, so choosing the best one for your company is a tough task, especially when you are parting with your cash to exhibit or attend. Two of the most important are the RSA Conference in the USA and Infosecurity Europe in the UK.
The RSA Conference is one of the leading cybersecurity events globally and is particularly valuable for companies seeking to increase visibility among enterprise buyers, CISOs, security teams, investors, partners, analysts, and international media. For cybersecurity vendors targeting the US market, RSA can be a major opportunity to launch research, brief journalists, meet prospects and strengthen industry credibility.
Infosecurity Europe is a must-attend event for cybersecurity companies looking to grow their presence in the UK and European markets. It attracts security professionals, technology buyers, industry experts and media from across the cybersecurity ecosystem, making it a strong platform for brand building, thought leadership, networking and lead generation.
Another crucial trade show to mark in calendars is the International Cyber Expo based in London. This is another must-attend for vendors looking to grow or consolidate their presence in EMEA. It provides one of the best opportunities for networking, expert talks and more
Other valuable cybersecurity and technology events can include Black Hat USA, DEF CON, Gartner Security & Risk Management Summit, BSides events, CyberUK, UK Cyber Week, Cloud & Cyber Security Expo, IT-SA in Germany, and sector-specific events focused on areas such as cloud security, identity, risk, compliance, threat intelligence, managed security and critical infrastructure.
Should we announce news at a tradeshow?
Although it can be tempting to announce major company news during an event, we typically recommend announcing it either before the show or pre-briefing journalists during the event and releasing the news afterwards. This is mainly because trade shows are incredibly noisy environments. Thousands of companies are competing for attention with product launches, partnerships, funding announcements and keynote sessions, making it difficult for any single story to stand out. Even genuinely significant news can struggle to gain the visibility it deserves when journalists are juggling packed schedules and dozens of competing announcements.
By announcing before the event, you can secure coverage ahead of the rush and use the show to build on that momentum through meetings and conversations. Alternatively, pre-pitching journalists at the event and releasing the news afterwards allows you to take advantage of face-to-face engagement while avoiding the peak news congestion. In most cases, this approach delivers stronger coverage, greater visibility and a longer-lasting impact than announcing during the event itself.
How do we get journalists to attend our event?
To get journalists to attend your event, you need to give them a strong editorial reason to be there. Journalists are unlikely to attend a standard company event unless it offers access, insight or a story they cannot easily get elsewhere.
For cybersecurity companies, this could mean providing exclusive research, new threat intelligence, access to security labs, live demonstrations, expert briefings or insight into a timely industry issue. The event should be built around something newsworthy, not just a brand announcement.
Location and format also matter. If you want to attract media attention, consider hosting the event somewhere genuinely interesting or relevant. This could include a security operations centre, a research lab, a cyber range, a major industry event, or a day event in another country that gives journalists access to people, places or stories they would not normally see.
A strong media event should also be convenient and well planned. Give journalists clear reasons to attend, offer exclusive interviews with senior spokespeople or researchers, provide useful data and make the agenda worth their time. Small, focused briefings often work better than large generic events.
PR support is essential before, during and after the event. A good cybersecurity PR agency can help shape the media hook, invite the right journalists, prepare spokespeople, create press materials and follow up with coverage opportunities.
How can we stand out at crowded cybersecurity events?
Standing out at a crowded cybersecurity event is no longer about having the biggest stand or the loudest branding. With hundreds of vendors competing for attention, the companies that generate the most interest are those that create memorable experiences and meaningful conversations. Whether it’s an interactive activity, a unique networking event, original research, or a thought-provoking panel discussion, the goal should be to give attendees something worth talking about and sharing.
The most successful event strategies combine strong messaging with creativity. A memorable experience not only drives footfall on the day, but also generates social media engagement, media opportunities and follow-up conversations long after the event has ended. Side events, executive roundtables and informal networking sessions can often be just as valuable as the exhibition floor itself, helping brands build stronger relationships with customers, journalists, analysts and industry influencers. Ultimately, the companies that stand out are those that focus on creating genuine human connections rather than simply promoting products.
This answer also subtly reinforces a broader trend: cybersecurity buyers are increasingly influenced by trust, relationships and memorable brand experiences, not just technical features and product demonstrations.
PR for Funding, Acquisitions & IPOs
How does PR support funding, acquisitions and IPOs?
PR can play an important role during periods of business growth. Companies preparing for investment, acquisition or an IPO benefit from having an established market presence before major announcements take place. A strong reputation makes it easier for investors, analysts and potential buyers to understand your business, recognise your leadership and appreciate your market position. Over the years, Eskenzi has helped cybersecurity companies grow from relatively unknown businesses into recognised industry leaders through strategic media relations, thought leadership and consistent brand positioning. The result is increased visibility, stronger market credibility and greater commercial value.
How should startups use PR before raising investment?
Cybersecurity startups should use PR before raising investment to build market visibility, investor credibility and industry authority. In a crowded security market, PR helps startups show that they understand a real customer problem, have a clear point of view and are gaining momentum before a funding round.
PR can help position a startup as an emerging leader through consistent media engagement, thought leadership, expert commentary, research, founder profiling and high-value coverage in trusted cybersecurity, technology and business publications. This helps keep the brand front-of-mind with investors, analysts, industry stakeholders, customers and strategic partners.
Before a funding round, PR should support the wider investment story. That means clearly communicating the problem the startup solves, why the market opportunity matters, what makes the company different and why the team is credible. Strong media coverage and share of voice can help demonstrate momentum, market validation and category leadership.
PR does not guarantee investment, but it can make a cybersecurity startup more visible, more trusted and easier to evaluate. When used well, PR can support fundraising, strengthen investor confidence and increase the company’s appeal to potential acquirers.
How can PR increase company valuation?
PR can help increase company valuation by building the visibility, credibility and market authority that investors, customers and potential acquirers look for. For cybersecurity companies, strong PR can make the business appear more established, trusted and commercially relevant in a competitive market.
A consistent PR strategy can support valuation by increasing brand awareness, improving share of voice, generating high-quality media coverage and positioning the company as a leader in its category. This is especially important before fundraising, acquisition discussions or major growth milestones, when external perception can influence investor confidence.
PR also helps communicate the company’s market opportunity, product differentiation, customer value and leadership expertise. Thought leadership, research campaigns, founder profiling, awards, analyst engagement and coverage in respected cybersecurity, technology and business publications can all strengthen the company’s reputation.
While PR does not directly set a company’s valuation, it can support the factors that influence it. A cybersecurity company with strong media visibility, clear positioning, trusted spokespeople and a credible market presence is often better placed to attract investors, reassure stakeholders and create competitive tension during funding or acquisition conversations.
How do you prepare a company for an acquisition announcement?
Preparing for an acquisition announcement starts long before the deal is made public. The most successful companies spend years building a strong brand, establishing credibility and creating market awareness through a strategic PR programme. This includes securing consistent media coverage, developing thought leadership, building relationships with industry analysts and creating advocates among customers and partners. By the time an acquisition is announced, stakeholders should already understand the company’s value proposition, market position and growth story.
As the transaction approaches, PR teams work closely with leadership, legal and investor relations teams to develop clear messaging, prepare spokespersons and coordinate communications across employees, customers, investors and the media. A well-executed acquisition communications strategy helps minimise uncertainty, protect reputation and generate positive coverage that reinforces the strategic value of the deal and the opportunities it creates for the future.
What role does PR play during an IPO?
PR plays a critical role in supporting a successful IPO by building the visibility, credibility and momentum needed to attract investor confidence and market interest. In the years leading up to an IPO, PR helps establish the company as a recognised leader through media coverage, executive profiling, thought leadership, customer advocacy and analyst engagement. This sustained visibility helps create trust in the company, its leadership team and its long-term vision.
As an IPO approaches, investor relations teams typically take a more prominent role in communications, but the reputation built through years of PR activity provides the foundation for success. Strong analyst relationships, positive media coverage and a clear market narrative can all help demonstrate a company’s growth, differentiation and market relevance. Following the IPO, organisations should continue investing in communications to maintain visibility, support shareholder confidence and sustain the momentum that helped bring them to market in the first place.
