How to Hire the Best Cybersecurity PR Agency

If you’re trying to figure out how to hire the best cybersecurity PR agency, there are several factors to consider. Cybersecurity PR requires specialized expertise for successful results. It demands different strategies and tactics than other sectors. This leaves CMOs and CEOs wondering: How do I get coverage like Wiz, Snyk, and other high-growth cyber startups? What PR firms get the best results for cybersecurity companies? What results can I expect from a cybersecurity PR firm?

We’ll answer those questions and share findings from Si14 Global Communications’ report analyzing six high-growth cybersecurity startups—Wiz, Island, Snyk, Cato Networks, Claroty, and Sysdig—and revealing how to net amazing results.

Why Cybersecurity PR is Different (And What Actually Works)

The traditional tech PR playbook just doesn't cut it in this space. Here’s the hard truth: cybersecurity reporters are not interested in the same things as reporters in other sectors. Most of them won’t write about your product launch. There used to be more product coverage, but those days are largely over. Our team at Si14 Global Communications has been driving PR for cybersecurity companies for two decades, and we’ve noticed a significant drop in product coverage over the past five years.

And here’s another kicker: many cybersecurity trade publications don’t cover funding news, which is a popular way for tech companies to secure press. The space is incredibly crowded, with thousands of vendors all claiming to solve similar-sounding problems. This makes it difficult to break through the noise with traditional PR strategies and tactics.

What Actually Gets Coverage in Cybersecurity

So, if product announcements and funding news don’t work, what does? In our experience, there are a few key areas where cybersecurity companies can make a name for themselves:

1. Rapid Response to Breaking News

When a major security incident occurs, there’s a narrow window where reporters need expert commentary. Companies that can respond quickly with educated insights—even when all the facts aren’t available yet—often get great placement. This agility can set you apart in a fast-paced environment.

2. Customer Stories (When You Can Get Them)

Customer stories are incredibly valuable, but they’re tough to secure in cybersecurity. Companies often hesitate to discuss their security gaps. However, when you can make it happen, it’s pure gold. In our Cybersecurity Brand Pulse Report, we examined how Island secured a feature article in The Wall Street Journal by sharing the outcomes of their work with Pfizer. That kind of customer validation is powerful—and rare enough to truly stand out.

3. Original Research and Data

We’ve had fantastic success with clients who can quickly turn around relevant research. For instance, when researchers from our client, Lasso Security, discovered thousands of exposed GitHub repositories accessible through Copilot—even after they were made private—we collaborated to share the findings and landed top-tier coverage. In our Cybersecurity Brand Pulse Report, Wiz really stood out for how they utilize their research department to publish vulnerabilities and provide commentary on attacks. They understand that trade publications are what practitioners read, and they’ve done a great job establishing themselves as a go-to source for breaking cloud security news.

Choosing a Top Cybersecurity PR Agency

Our PR agency was recognized as PR Daily’s Boutique PR Agency of the Year for our impressive achievements in building brand awareness and global name recognition for our high-tech clients. At Si14 Global Communications, our team brings two decades of experience in cybersecurity PR to the table, guiding your strategy and tactics. Our senior PR strategists drive accounts, taking the initiative in developing ideas and strategy.

Interested in Learning More About Working with Si14 Global Communications’ Cybersecurity Team?

here to find out how we can increase your media exposure.

The Bottom Line

Cybersecurity PR is fundamentally about building third-party credibility and validation. Media coverage, analyst recognition, and industry awards—these are all forms of external validation that are often more powerful than anything you can say about yourself. The companies that understand that cybersecurity PR is different and adapt their strategies accordingly are the ones that cut through the noise, even in this incredibly crowded market.

It’s not about having the biggest budget; it’s about understanding what actually works and being strategic in your approach. So, if you’re ready to elevate your cybersecurity PR game, let’s get started!

Remember, the right PR agency can make all the difference.