Trust Building and Storytelling: PR Secrets for Cybersecurity Brands

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Security conferences are notorious for their overwhelming noise – hundreds of vendors competing for attention, media rushing between briefings, and an endless stream of press releases hitting inboxes. How do cybersecurity brands actually break through?

My conversation with Ariel from PAN Communications digs into this exact challenge. With 30+ years in the cybersecurity PR space (and Ariel's 14 years with the company), Pan has mastered the delicate art of storytelling in an industry built on technical complexity. Their approach focuses on three critical elements: timing, format, and narrative. Rather than simply pushing client messages, they craft stories that tap into current trends like generative AI while demonstrating real-world impact.

Trust emerges as the central theme throughout our discussion. In cybersecurity's "zero trust" world, establishing credibility is paramount. PAN builds this through concrete data, customer success stories, and amplifying the executives behind the technologies. "People trust people," Ariel notes, highlighting why putting faces to brands drives engagement and demand. This strategy has yielded impressive results – helping one client generate 2,000 leads in six months post-rebrand, doubling site traffic for another, and delivering a 350% jump in conversions during an IPO.

The traditional media landscape continues to evolve, with influencers, podcasters, and platforms like Reddit and Substack gaining influence in cybersecurity circles. PAN adapts by conducting comprehensive audience audits and developing long-term influencer partnerships. Meanwhile, "AI fatigue" is setting in among journalists who now demand stories beyond the buzzwords – they want tangible outcomes and practical applications. As we wrap up with RSAC survival tips (comfortable shoes and portable chargers are non-negotiable), the lesson is clear: in cybersecurity marketing, authentic storytelling wins over hype every time. What story is your company telling?

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