Whitepapers and Webinars

Introducing: The Cybersecurity Media Trends Barometer – Outlook & Opportunities 2024

Introducing: The Cybersecurity Media Trends Barometer – Outlook & Opportunities 2024 

2023 was a year in which cybersecurity marketing and PR professionals saw the landscape change dramatically. Economic turbulence resulted in budgets being squeezed, sadly leading to redundancies and the closure of several key technology and cybersecurity publications. However, 2023 also saw sizable fundraises and acquisitions, alongside unprecedented media interest in cybersecurity-related topics. From our unique vantage point as a dedicated cybersecurity communications agency with a presence in both the UK and US, Eskenzi PR wanted to examine this landscape, and understand how economic headwinds and an evolving media agenda were impacting comms strategies.

The resulting whitepaper encompasses both an examination of cybersecurity’s relationship to the media and a survey of 30 of the world’s most senior cybersecurity PR, Comms, and Marketing professionals. Our findings uncovered some interesting trends, including:

  • In the UK and US, national titles have significantly increased their coverage of cybersecurity. In the US, for example, coverage of cybersecurity topics increased by a huge 76% in national and business titles, demonstrating clear opportunity for vendors looking to elevate their profile in mainstream media
  • However, the volume of Tier 1 trade magazine opportunities has declined, meaning space in the remaining Tier 1 security and technology publications is more competitive than ever
  • Thought leadership activity remains key: Over 70% of respondents identified thought leadership-driven activity as a key part of their media strategy, showing increasing recognition in the value of brand awareness building. 
  •  Traditional lead generation activities are high on the list of marketeers’ priorities: Content marketing was the most useful to 56.7% of respondents, and SEO was the most useful to half (50%).
  • Speaking slots remain hugely important and coveted, identified as important by 76% of respondents as more important than awards.
  • Over a quarter (27%) of cybersecurity companies are facing cuts to their PR budget – but 23% are increasing budgets! This presents an opportunity for those investing to gain significant ground over competitors, which could result in startups increasing their share of voice against more established players. 

For the full report, and to discover Eskenzi’s conclusions on 2023, and predictions for the year ahead, click here