In 2024, global cybersecurity spending was projected to reach $184 billion, marking a 13% increase from the previous year. This surge reflects both the escalating sophistication of cyber threats and the growing demand for robust security measures. In fact, more and more entrepreneurs are entering this market, making it increasingly competitive.
This presents a challenge for everyone, especially newcomers: How can they stand out in such a crowded industry and attract clients? Strategic public relations can solve this puzzle.
Importance of Trust
The first thing to understand is this: Trust is everything. Cybersecurity companies handle incredibly sensitive data, and clients won’t just hand over their information to the new kid on the block without rock-solid assurance. So, how do you earn that trust? First and foremost, a company has to deliver excellent results for its current clients, ensuring they become the brand's biggest advocates. Positive reviews on social media, testimonials on the website and good old-fashioned word-of-mouth recommendations within industry circles can do wonders for the newcomer’s reputation.
Proof of Expertise
But that’s just the tip of the iceberg. The company needs to actively showcase its expertise to a wider audience. Publishing case studies, writing thought leadership pieces for reputable industry publications and joining podcast interviews are all powerful ways to go. The more a potential client’s CTO or company founder sees your name in industry sources like Cybernews, Time or Wall Street Journal, the sooner they’ll reach out about a partnership.
Find Industry Discussions
Be agile: you have to be a professional who not only knows their way around traditional media but can also think outside the box. That can be engaging with tech communities on platforms like Reddit, among other things. Offering insights, and participating in industry discussions on those forums, can organically boost the brand’s visibility and cement its authority in the field. It may help to discover interesting topics for future content, too.
Niche Approach – an Advantage
But credibility doesn’t come from trying to be an expert in everything. Specialization is key. While many cybersecurity firms attempt to offer a broad range of services, newcomers should focus on a niche. Whether it’s DDoS mitigation, ransomware protection or cloud security, becoming the go-to expert in one area is far easier than trying to dominate every sector at once.
This also streamlines content creation—your team can direct its resources toward developing thought leadership materials within a specific domain. Over time, after publishing a dozen or so insightful articles on a single topic, journalists will start reaching out to you for your brand’s expert opinions. Once that happens, client interest naturally follows the company.
Go Pro Bono
Another often-overlooked strategy for building credibility is launching informational campaigns and pro bono initiatives. Many cybersecurity companies focus solely on profit-driven marketing, but those that showcase a broader mission—beyond financial gain—connect with clients on a deeper level. A well-crafted initiative can enhance brand reputation and generate goodwill.
Here’s an example from outside the tech world that illustrates this concept. Recently, I purchased a pair of shoes from an Australian brand, and after checkout, I was given the option to donate a portion of my purchase to either an education initiative for children in the Global South or a campaign to save coral reefs. That simple act made me feel more connected to the brand because it signaled that they cared about more than just revenue.
PR pros at cybersecurity firms can take a similar approach. Imagine launching a free, temporary AI-powered chatbot that provides security advice to small businesses. Or partnering with universities to create a webinar series designed to educate employees of small and mid-sized enterprises on essential cybersecurity practices. These initiatives don’t just boost brand recognition; they also highlight a company’s commitment to making the digital landscape safer for everyone. And that definitely sells.
Evgenia Zaslavskaya is the founder and CEO at Zecomms Agency.