The RSA Conference is at the epicenter of security events. It’s where the industry’s sharpest minds, brightest innovations and boldest predictions take a global stage. For cybersecurity companies, it’s not just about being there—it’s about being heard.

Reporters arrive on a mission: to find the stories that matter. For companies seeking media coverage, the key to success lies in understanding a journalist’s interest, sharing what they want and knowing how to get in front of them.

At RH Strategic, we help clients understand the minds of the media. Here’s how you can position your brand and your company to win coverage at RSAC and beyond.

Reading the Newsroom: What Cyber Reporters Are Looking For

Cybersecurity journalists prioritize stories that are timely and relevant. While flashy product launches may spark attention, reporters also seek meaningful context and research to round out their stories. The most impactful pieces go deeper, combining technical details with broader industry implications and real-world impact.

The most effective narratives offer:

  • A top-tier hook: Align your news with current headlines—things like AI threats, geopolitical cyberwarfare, ransomware attacks, IoT vulnerabilities or SEC enforcement actions. If it’s dominating the news cycle, it’s what journalists are eager to explore. (RSAC’s website recently published two blog posts sharing trends from this year’s speaking submissions; worth a scan if you’re looking to align with the moment.)
  • CISO perspectives on emerging threats: Reporters want to hear firsthand accounts about the latest attacks, evolving risks and defense strategies—the things keeping security leaders up at night.
  • C-suite business insights: Beyond technical details, journalists want to understand how cybersecurity challenges may affect business operations, revenue and risk management.
  • A bench of experts: The most impactful stories feature multiple voices. Whether it’s security researchers or corporate leaders, layered perspectives help bring well-roundedness and authority to a piece.

One more thing to keep in mind: RSAC is a one-stop shop where product launches, speaking sessions, keynotes and one-on-one briefings all compete for media attention, and reporters are under pressure to cover a lot in a short time. That makes both the content and the timing of your outreach critical. Pitching products and insights right at the beginning of the conference—ideally on Monday, before journalists have completely filled in their schedules—increases the likelihood of being included in weekly roundups or ongoing industry trend pieces.

Don’t Forget to Play the Long Game

For reporters, RSAC is more than just a conference. It’s also a chance to build a bank of insights, ideas and relationships to fuel future coverage. RSAC compresses months of sourcing and trendspotting into a single week, and reporters leave with storylines that can shape coverage well into the year. This makes RSAC a prime opportunity for companies to not just secure face time with a variety of media, but also build foundations for longer media relationships.

Here’s how to make the most of it:

  • Provide forward-looking insights: Reporters aren’t just looking for what’s happening now; they’re collecting ideas for what’s next. Make your perspective future-focused, trend-aware and durable beyond the news cycle.
  • Follow up with substance: After the conference, reach out with additional commentary, updated data, or availability for deeper conversations. If something you discussed during your briefing becomes news—say, a vulnerability you flagged starts trending—circle back. Many journalists are looking for spokespeople to quote in the weeks and months that follow.
  • Offer evergreen access: Be proactive about letting journalists know when your CISO or threat intel lead is available for future comment. In a crisis-driven field like cybersecurity, fast access to a smart source can turn a background contact into a byline.

RSAC is your chance to open the door. What you do afterward can determine whether you stay in the conversation.

How We Help Clients Get Noticed

At RH Strategic, we specialize in helping clients cut through the noise and secure meaningful media opportunities by tailoring our strategies to what reporters truly want. Our efforts don’t just start when the conference does, but in the months ahead, during the show and long afterward.

Pre-Pitching Research and Insights

Securing media interest starts long before conference doors open. We help clients specifically:

  • Share exclusive research or insights with reporters before the event under embargo.
  • Pitch compelling storylines tied to current events, ensuring relevance.
  • Offer exclusive interviews or demos with key thought leaders to secure interest early.

Face-to-Face Time with Media

During the conference, we secure briefings and interviews for multiple spokespeople, ensuring our clients have sufficient face time with reporters. By securing opportunities with journalists one-on-one, we’re able to maximize their media exposure, establishing our spokespeople as a trusted industry voice for future opportunities.

Offering Value for Journalists

Reporters often appreciate anyone who makes their job easier. We make it easy for reporters by:

  • Offering clear, concise pitches that highlight why our story matters now.
  • Facilitating quick access to subject matter experts.
  • Providing data-backed insights and original commentary that adds credibility and depth.

Are You Ready for the Show?

RSAC is the perfect stage to amplify your company’s voice. Our support at industry events like RSAC means we know what the media wants and how to get our clients in front of them. Whether it’s collaborating to share the perfect story, positioning your executives as industry thought leaders or landing you in key media coverage, our team of cybersecurity PR experts knows how to ensure your voice is heard.

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RH Strategic is a Seattle and D.C.-based PR agency with a nationwide presence and additional global reach via membership in the Worldcom Public Relations Group. We provide strategic public relations for innovators in the technology, government, healthcare, and social and environmental impact markets.