PR for cybersecurity
Cybersecurity PR: getting security companies quoted and covered
Cybersecurity PR is driven by the news cycle: every breach, vulnerability and new regulation creates demand for expert voices. Security reporters are technical and sceptical, so vendors earn trust with original threat research, honest commentary and researchers who can speak in plain language. Fear-based pitches rarely get far.
Story angles that work for cybersecurity
Journalists do not cover companies, they cover stories. These are the angles that most often earn cybersecurity coverage:
- Original threat research with indicators and data
- Rapid expert comment on a breach or vulnerability in the news
- Annual reports on attack trends in a specific industry
- Regulatory explainers when new security rules take effect
How to run cybersecurity PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered cybersecurity recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Lead with what changed for users, not the feature list. Tech reporters see hundreds of launches a week.
- Offer data the reporter cannot get anywhere else: usage numbers, a survey, or benchmark results.
Mistakes to avoid
- Pitching your product in response to another company's breach.
- Fear-driven language without evidence.
Who covers cybersecurity
InsightFuse lists 467 journalists, editors and producers whose role or outlet points to cybersecurity coverage, across 51 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Social Security Administration
- CNN
- Cybermedia
- PT Kompas Cyber Media
- Cyberlaws
- Whacked Out ® Media Pte. Ltd.
- Thomson Reuters
- Insidesecure
- Global Privacy Advisors
- Information Security Media Group, Corp. (Ismg)
- Hacker Noon
- Politico
| Country | Journalists |
|---|---|
| United States | 213 |
| India | 40 |
| United Kingdom | 39 |
| South Africa | 15 |
| Canada | 11 |
| Indonesia | 11 |
| Philippines | 10 |
| China | 10 |
| Role | Journalists |
|---|---|
| Editors | 144 |
| Writers | 109 |
| Producers | 79 |
| Journalists | 32 |
| Reporters | 29 |
| Section and senior editors | 21 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
Related guides
Frequently asked questions
How do cybersecurity companies get media coverage?
Publish original threat research, make technical researchers available for fast comment on breaking incidents, and build relationships with reporters on the security beat.
What is cyber PR?
Cyber PR can mean public relations for cybersecurity companies, or online PR in general. For security vendors it focuses on research, expert commentary and trust.
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