Original research
Telemetry or analysis no one else has, published with a transparent method and researcher access. The most reliable route into security trades.
Cybersecurity PR. Series A and later.
Security PR that earns trust, not fear.
For security vendors selling to CISOs and IT leaders. We build programs on original research, disciplined incident commentary, and researchers reporters want to quote, then turn the coverage into authority in search and AI answers.
Client coverage includes
The stakes
Security buyers discount fear. They trust evidence.
CISOs and the reporters who cover them have seen every breach statistic and every "the threat is growing" pitch. What earns coverage, and shortlists, is new, verifiable information and experts who explain it without spin.
Since the SEC adopted its cybersecurity disclosure rules in July 2023, public companies must disclose material cybersecurity incidents on Form 8-K, generally within four business days of determining that an incident is material.
What goes wrong
- Fear-based pitches that security reporters ignore and buyers resent.
- Speculating about a named victim during an active incident.
- Research releases with no methodology, which reporters will not cite.
- Executive quotes about "the threat landscape" instead of researcher access.
- Coverage in general tech press that never reaches the CISO's reading list.
Where cybersecurity stories land
The outlets your buyers actually read.
A starting list. Every program is built from your buyers' reading habits and the reporters who have covered your category in the last two quarters.
| Outlet | Type | What earns a story |
|---|---|---|
| Dark Reading | Security trade | Original research, named vulnerabilities, and technical analysis |
| SecurityWeek | Security trade | Threats, research, and industry moves with technical depth |
| WIRED | Technology press | Exclusive findings and credible expert commentary on major incidents |
| The Register | Technology press | Vulnerabilities, incidents, and vendor accountability |
| CIO | IT leadership | Practical guidance on strategy, budgets, and risk |
| TechCrunch | Startup and venture press | Funding with a thesis and security news with a market angle |
Outlet names link to our media directory profiles, with coverage focus and official routes in.
What earns coverage
Story angles that work in cybersecurity.
Defender-first incident commentary
Detection guidance and context that helps teams act, offered only when you have first-hand information. Never speculation about a victim.
Credible spokespeople
Researchers and practitioners who can go deep with a reporter, prepared so they stay accurate under pressure.
Market and funding stories
Raises and acquisitions framed around what they prove about the market, for business and venture press.
Guardrails
Claims mapped to the rules before a reporter sees them.
Security communications sit under disclosure rules, consumer protection guidance, and the norms of the research community. A starting point, not legal advice:
| Rule | Applies to | What it means for PR |
|---|---|---|
| SEC cybersecurity disclosure rules (Form 8-K) | Public companies, including your customers | Victims disclose material incidents on a legal clock; vendor speculation can complicate their disclosures. |
| FTC data breach response guidance | Businesses responding to a breach | One point of contact, plain-language answers where people can find them, and no misleading statements. |
| FTC Endorsement Guides | All advertisers | Customer and analyst endorsements must reflect real experience, with material connections disclosed. |
How the program runs
Four steps, led by a partner.
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Find the evidence
Inventory your telemetry, research, and customer outcomes, and decide what you can publish with a defensible method.
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Set incident rules
A written test for when and how you comment on incidents, approved by legal before the next breach hits the news.
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Prepare researchers
Media training for the people reporters actually want to talk to, with clear lines on what stays confidential.
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Publish, pitch, and compound
Research briefed to security trades first, tier-one follow-ups, and AEO/GEO so the findings are cited when buyers ask AI assistants.
Go deeper
Resources and selected work.
Engagements
Start with a launch. Build authority with a retainer.
PROJECT
Tier-One Launch
From
$25,000 / project
A launch, a raise, or a major announcement.
See launch detailsRETAINER
Authority Retainer
From
$15,000 / month
Ongoing PR, thought leadership, and AEO/GEO. Six-month minimum.
See retainer detailsNot a fit: pre-product startups, companies without a clear category, one-off press release distribution, or budgets under $15,000 per month or $25,000 per project.
Questions
What cybersecurity teams ask us.
Should we comment on every major breach?
No. Comment only when you have first-hand, verifiable information that helps defenders, and never speculate about a named victim. Restraint is a trust signal to buyers who may be the next victim; we set the rules with your legal team in advance.
Do we need original research to earn coverage?
It is the most reliable route into security trades, but not the only one. Researcher access, defender-first commentary, and market stories around funding and acquisitions also work. We start with what your data can honestly support.
Who should be our spokesperson?
Usually a researcher or practitioner, with the CEO for company and market stories. Security reporters value technical depth over executive talking points, so we prepare the people who can provide it.
What does an engagement cost?
Tier-One Launch campaigns start from $25,000 per project. The Authority Retainer for ongoing PR, thought leadership, and AEO/GEO starts from $15,000 per month with a six-month minimum. Every engagement is led by a partner.
Can you guarantee coverage in a specific outlet?
No. Editors decide coverage, and any agency that guarantees it is selling something else. We commit to the work: a story worth an editor's time, the right reporters, the right timing, and a partner who runs the program.
Related reading
Guides and other industries.
Data-driven PR and original research
Method, packaging, and release plan for research reporters cite.
ReadCrisis communications plan
How to prepare before an incident, not during one.
ReadMedia training for executives
Preparing spokespeople to stay accurate under pressure.
ReadOther industries: Fintech PR, B2B SaaS PR, Healthcare PR, Climate tech PR.