Launching a new cybersecurity company today might feel a bit like showing up to a party that's already been raging on for hours. The room is already packed with established players who already know everyone and have made connections, while you're left to stand slightly awkwardly in the corner, hoping that someone notices you.
The truth is that the cybersecurity and infosec space is crowded and has been for quite some time now. Threats are growing by the day, and businesses are more willing than ever to fork over portions of their budget to protect their assets. As a result, new cybersecurity ventures are popping up daily to try and cater to this need.
So, while there is plenty of opportunity, and your solution may be revolutionary, but if nobody knows you exist, you will have a hard time capitalizing on it. Because of this, building a media presence isn't just a nice to have. It's essential to both surviving and thriving. Without it, you won't be able to attract and retain customers, users, talent, and even investors. The good news is that even as a newcomer, you can still strategically position yourself as a thought leader and authority. You just need to have the know-how...
Why the Cybersecurity Space Presents A Unique Challenge
As you already know by now, cybersecurity is unlike most other industries. It has a peculiar ecosystem where very technical and complex factors meet with business implications AND even geopolitical factors.
You may need to explain zero-day vulnerabilities to incredibly tech-savvy people one day. On the next, you'll help non-technical users understand the basics of ransomware and malware. Some of the main factors standing in your way include:
Information overload: There's a new "critical" vulnerability, vendor announcement, or breach report popping up practically every day. Breaking through this noise requires something special (usually exceptional timing and relevance)
The hype cycle problem: From AI to blockchain to zero trust, security technologies undergo extreme hype cycles - as do all new technological spaces. The more conscious buyers, investors, and users will be more challenging to win over, and you need to prove you're not just jumping on the bandwagon.
Fear-based marketing fatigue: The industry has conditioned prospects to expect doom-and-gloom messaging. Many decision-makers have developed immunity to security fear tactics, making authentic communication more challenging.
Technical credibility barriers: Unlike many B2B spaces, cybersecurity demands genuine technical expertise. You can't fake your way through conversations with CISOs and security architects - they'll spot superficial knowledge immediately.
All of these factors together show why it's so hard for even the most promising startups to gain traction and connect with their target market. Most of the time, they simply haven't figured out how to overcome these unique challenges and get stuck in limbo. Now, let's take a look at some strategies.
Make Use of Press and Earned Media Strategically
Here's where many cybersecurity startups get it wrong. They blast out generic press releases about funding rounds or product launches and wonder why journalists aren't biting.
Think about it from a reporter's perspective - they likely receive dozens (if not hundreds) of pitches daily from security companies claiming to revolutionize the industry. Why should they care about yours?
Instead, the goal should be to create high-quality cybersecurity press releases that position you and your company as a valuable (and trusted) resource. Some approaches you could try include:
Offer genuine expertise, not promotional content: Instead of pitching your product or introducing new features, offer some interesting commentary on the latest happenings in the infosec space. When the next major breach happens, contact relevant journalists with specific, insightful analyses of cyber news that they can quote.
Build relationships before you need them: Connect with cybersecurity reporters on Twitter/X or LinkedIn. Engage meaningfully with their content. Comment thoughtfully on their articles. Become a familiar name before you pitch.
Develop proprietary research: It's no real secret that reports, and journalists love to get their hands on exclusive data. Use this to your advantage by providing original research about threat landscapes, novel attacks, or industry vulnerabilities. If you can do that, you've created a compelling reason for coverage.
Pitch the right story to the right person: That technical deep-dive about your encryption algorithm? Perfect for a specialized publication covering the cybersecurity space's deep dives. However, this will likely be too in-depth for more general publications like Business Insider. Tailor your pitches accordingly.
Create Content That Actually Provides Value
Now, aside from your press release and cyber news strategy, there is still that temptation to publish generic blog posts and content and hope for the best. But that won't cut it. Your content strategy must reflect your expertise and genuine thought leadership while addressing specific pain points for your target audience. Take the time to create:
Technical breakdowns of recent attacks: When significant breaches happen, publish a breakdown and analysis of your take on what happened and, more importantly, how it can be avoided.
Contrarian perspectives: Is there something you should call out in the industry? Going against the grain can be a good way to set yourself apart from your competitors.
Actionable frameworks: Develop step-by-step guides for addressing specific security challenges based on your team's expertise.
The goal isn't just to create content - it's to demonstrate thought leadership that showcases that you have the expertise you say you do - and how your perspective matters.
Speak Human, Not Jargon
Do you know what most cybersecurity content sounds like? A painful mix of technical jargon, fear-mongering, and marketing speak. It's practically unreadable for anyone outside the security echo chamber - and that's not good if you want to build a wide-ranging media presence.
If you want an opportunity to stand out, the best advice is to...talk like a real person.
Your potential customers - even the technical ones - appreciate clarity and straightforwardness. People don't want complexity just for the sake of complexity. People tend to forget that the job of experts is to simplify and explain complex topics, not make them more challenging to understand.
When you communicate, whether in media interviews or your own content:
- Limit the use of jargon
- Explain complex concepts with relevant analogies
- Focus on business outcomes, not just technical capabilities
- Share stories that illustrate why security matters
- Admit the limitations of technology (including your own)
This human approach not only makes your content more accessible but signals authenticity in an industry often criticized for hype and exaggeration.
Final Word
Building a long-lasting media presence isn't a sprint. It's a marathon. While lying on hype and fear-mongering may work for some, it's far better to connect with your audience on a human level and set yourself apart through your expertise. Let your products and services walk the walk, and in turn, that will allow you to walk the walk.
Provide value with your continent, jump on recent and interesting trends, and ensure your PR efforts are always grounded in reality and substance. The cybersecurity industry has enough noise - your goal should be to cut through it with clarity, not add to the confusion.
