How Cybersecurity Companies Can Get Top Tier Media Coverage

In this report we share insights on cybersecurity PR strategies for Wiz, Cato Networks, Claroty, Cyera, Island, and Snyk.

We zoom in on each company’s PR wins through media coverage, industry recognition, and other ways they net results.

Topline takeaways:

• Wiz PR wins come easy when it comes to financial news, considering the obvious interest piqued by its acquisition by Google. Outside of financial stories, Wiz PR focuses on developing original reports that net coverage in trade publications and tech outlets. Reports provide potential customers and partners with valuable data-based insights and build credibility with reporters. The buzzy startup also earned credibility through awards and list submissions, ranging from the highly prestigious CNBC Disruptor award to lists published by CRN, the favored channel technology publication.

• By working in tandem with the comms team, even Wiz's initial rejection of Google’s original acquisition offer played into the company’s PR narrative. 

• Wiz invested in sponsored content including ebooks in relevant trade publications and webinars as a way to promote its messaging to potential customers.

• Wiz only put out two press releases on the wires over the 12 months. Nearly 2,000 reporter articles mentioned Wiz so they didn’t need to rely on releases to increase share of voice. They were selective in how and where to spend budget on press releases.

• While Share of Voice is a quantitative measure, media monitoring platforms can artificially inflate numbers as they don’t differentiate between earned media, press releases, and pickups, or weight online references based on quality or impact.

• PR for Island and Cyera achieved the fewest hits. However, the numbers don’t tell the full story because the results are not weighted by impact, influence, readership, or prestige. For example, the raw data doesn’t reflect the huge win Island achieved landing a customer story in The Wall Street Journal (details within).

• Share of Voice (SoV) alone is data without context. Coverage needs to be analyzed thoroughly to provide an accurate portrayal of brand resonance. 

• Shrewd business leaders understand that PR can play a critical role in overall business strategy and deliver massive impact, as illustrated by Wiz’ activities.

• Cato Networks demonstrates how having a prominent industry figurehead for your company will generally work in your favor for PR.

• Claroty's PR strategy involves a steady stream of research and commentary on safeguarding critical infrastructure, which contributes to a significantly higher number of earned non-financial articles than any other of the vendors featured.

• Producing insightful research and commentary to cybersecurity reporters is a surefire strategy to build rapport with reporters.

For more key insights and top tips including how to succeed in newsjacking and what’s needed to land top tier coverage, read the full report.