Cyber security is a conversation that affects us all, and its importance is only set to grow. We help the businesses and leaders at the forefront of the sector to lead the conversation, stay front of mind and cement their authority through impactful PR campaigns.
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Cyber security PR Getting Results
Recent high-profile breaches, from M&S to Jaguar Land Rover, highlight how prevalent cyber security has become in the media and the wider public consciousness. These incidents highlight the opportunity for experts to demonstrate their insight and build a standout media profile while cyber security remains high on the mainstream agenda.
Quick answer
Our work spans various sectors, from cyber risk management and insurance to cyber security training, records management and data protection.
We support these businesses with tailored PR strategies that showcase their expertise and help them to stand out.
Our services include everything from strategic consultancy and leadership training to campaign delivery – from newsjacking to thought leadership and LinkedIn management to industry awards management.
By crafting compelling narratives and securing high-profile media coverage, we help our clients build a strong reputation, establish thought leadership and connect with key stakeholders in a rapidly evolving digital landscape.
We plan and deliver PR campaigns that include: media relations, newsjacking, thought leadership, media training, key message training and awards management.
What is cyber security PR?
Cyber security PR is about managing and communicating your reputation as a trusted expert in a fast-moving sector.
We help bring your expertise, solutions and leadership to life through the channels your audiences rely on – from trade and national media to LinkedIn, industry events, awards, webinars and large language models (LLMs).
A strong PR partner will ensure your business and people are seen, heard and respected in the places that influence your stakeholders.
Who it’s for
We support ambitious cyber security businesses and related industries by helping them raise their profile, demonstrate expertise and engage the audiences that matter.
This includes:
- Cyber security businesses aiming to attract and retain specialist talent while strengthening team morale
- Cyber security vendors looking to showcase senior leadership or position subject matter experts as thought leaders
- Scale-ups preparing for funding or expansion into new markets
- Senior leaders in the sector who want to grow their personal brand and visibility
- The wider industry including: cyber security training providers, credentials management and data protection specialists
- Professional & financial services with cyber propositions
Results you can expect
- A stronger digital footprint, with quality coverage in national, business and security trades and relevant vertical media where applicable.
- More brand mentions, links and stronger digital visibility
- Clearer positioning vs. competitors with greater share of voice
- Breadth and depth of industry commentary, with engaged and mobilised subject matter experts
- Clear and jargon-free messaging
- Tighter connection between PR activity, wider comms and commercial metrics
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Discover
Define
Deliver
Reflect
Our cyber security PR approach
1. Discover
We begin by understanding your business, audiences and objectives. Through insight sessions and stakeholder mapping, we identify your strengths, pain points and opportunities within the cybersecurity landscape. This discovery phase helps us uncover the stories, data and expertise that will position your brand as a trusted authority.
2. Define
Next, we shape a clear PR strategy that connects your expertise with the audiences that matter most. We map the media landscape, pinpoint timely topics and define key messages that align with your commercial goals and regulatory environment. Every plan is built around credibility, precision and measurable impact.
3. Deliver
With the strategy in place, we bring it to life. From thought leadership and newsjacking to digital PR, social and stakeholder engagement, we deliver creative, integrated campaigns that earn attention in the right places and reinforce your reputation for expertise and reliability.
4. Reflect
We track and evaluate results against agreed KPIs, from coverage quality and share of voice to lead generation and brand visibility. Insights from each campaign feed directly into the next, driving continuous improvement and ensuring your PR investment delivers lasting value.
Guarantee
Every cybersecurity client benefits from senior strategic involvement at every stage, ensuring accuracy, compliance and maximum impact.
Example story angles
- How boards should measure cyber resilience
- Supply-chain security: practical steps
- New threat patterns from customer telemetry
Media landscape
We target outlets your buyers and influencers trust. Bespoke media lists and target comms channels will be created as part of the kick off, but likely targets could include The Register, SC Media, Infosecurity, Computing, FT/Tech, national news, plus business and vertical trades (e.g. finance, healthcare, critical infrastructure and others as relevant).
Why us?
We understand the pace, pressure and precision that cyber security demands. We know how to translate complex, technical stories into clear, compelling narratives that build trust and authority. Our experience spans cyber risk management providers, cyber security consultants, cyber insurance carriers, tech law specialists, cyber security training providers and records management and data protection specialists.
This specialism means we have the expertise to help you earn attention and authority, while our breadth of experience across multiple business sectors means our thinking is always fresh – so your campaign cuts through and delivers real impact.
Examples of our work
KYND – raising visibility for a cyber risk innovator
Awareness with insurers, brokers and investors; proof and clear product claims.
Arch Insurance – positioning a cyber leader
Thought leadership and launch support; executive perspectives in a competitive cyber market.
Click here for our case study.
Crucial Academy – talent pipeline for veterans
Veteran-to-cyber pathway, accredited training stories with strong industry recognition.
Crown Records Management – data resilience
Secure information management, digital transformation and resilience.
Click here for our case study.
Howden – cyber team profile and market education
Leveraging Howden’s cyber expertise with thought leadership and executive profiling.
Click here for our case study.
Get in touch”“We have worked with Midnight for several years and they have become an invaluable extension of our in-house marketing team. Midnight has many strings to their bow, not only as a first class PR agency but as a team that brings energy, creativity and strategic thinking to all aspects of marketing. Without exception, everyone at Midnight is a delight to work with. They are friendly, responsive and deliver great results, always with a smile on their faces.”
Matt WardExecutive Director - Marketing, Howden
FAQs
How long does a cybersecurity PR programme take to show results?
You’ll may see early traction from commentary and newsjacking and news in a matter of weeks. Meaningful share-of-voice and reputation gains typically land over three to six months, with momentum really gathering from six months.
We have NDAs and can’t name customers. Can PR still work?
Yes, we can use anonymised case data, aggregated insights, and subject matters expertise to prove value without breaching confidentiality.
How do you measure success?
Our KPIs are aligned to business outcomes where possible, and we encourage our clients to embed shared KPIs with marketing teams too, in line with best practice. Our success metrics could include measurements around coverage quality, reach, share of voice, branded search, referral traffic, demo enquiries, awards outcomes, and more.
What do you need from us to start?
Clear objectives, access to product/subject matter experts, any customer proof, research and validations, and clear approval paths.
Do you guarantee coverage or backlinks?
No – and you should be wary of any agency that claims to. We don’t buy coverage or links. Instead, we earn high-quality placements in trusted, relevant outlets that build authority, improve digital visibility and last.
What’s more important in cybersecurity PR – backlinks or brand mentions?
Both matter, but in this sector brand mentions carry more weight. Being quoted or referenced as an expert source in trusted publications signals credibility to both search engines and stakeholders, helping you appear in more AI and digital search results.
How much time do we need to commit?
We do the heavy lifting. Typically, we’ll need a monthly check-in with your marketing or leadership team, and access to spokespeople for interviews or approvals. We’ll adapt to your team’s preferred workflow and level of involvement.
Key cyber security PR services
PR
In cybersecurity, credibility and timing are everything. We deliver PR campaigns that position your business as a trusted authority on security, risk and resilience. Our team has the specialist knowledge and media relationships to turn technical insight into clear, compelling stories that resonate with decision-makers, boards and the wider public.
Thought leadership
Cybersecurity moves fast, and being part of the conversation means demonstrating consistent insight. We help you build authority through thought leadership campaigns – from expert commentary and long-form articles to research-led content that showcases your expertise and foresight.
Digital PR
We help you stand out online by earning coverage and brand mentions that improve search visibility and authority. Our digital PR programmes are designed to strengthen your reputation in high-authority media and boost your visibility across Google and AI search.
Copywriting and content
Cybersecurity audiences value precision and trust. Our content specialists turn technical topics into credible, engaging copy – whether that’s a blog, whitepaper, thought-leadership article or client success story. Every piece of content is grounded in expertise and written to build confidence with your readers.
Click here for more about our copywriting and content marketing service.
Social media
We help cybersecurity brands make the most of social channels to amplify PR activity, share insight and attract the right audiences – from investors and partners to potential recruits. Our team manages social content that’s authoritative, relevant and consistent with your wider communications goals.
Press office and media relations
Cybersecurity news breaks fast. We act as your press office, responding to media requests, managing journalist relationships and providing expert comment when stories land. Our team knows how to move at the pace of the news cycle while keeping messaging precise and compliant.
Click here for more about our press office and media relations service.
Measurement and evaluation
We make measurement straightforward. From coverage quality and message pull-through to branded search and inbound leads, we report on what matters most to your commercial goals. You’ll always know how PR is performing and where to focus next.
Click here for more about our PR measurement and evaluation service.
Media and key message training
When data breaches or issues arise, confidence matters. We provide tailored training to prepare your spokespeople for media interviews, ensuring they can communicate clearly, responsibly and with authority under pressure.
Certified B Corp
As a certified B Corp PR agency, we’re committed to using communications as a force for good.
If you’re looking for support to build your reputation the right way, get in touch
Five of the Midnight team celebrating its B Corp certification.
