How to Make the Most of the RSA Conference Before, During and After the Show

The RSA Conference in 2024 brought back the same level of energy that cybersecurity’s largest gathering had been missing since the pandemic. Last year’s event saw over 41,000 attendees, 600 exhibitors and 400 members of media. According to RSAC organizers, media content surrounding the conference generated more than 655 million social impressions and reached over 2.8 billion potential readers.

These numbers underscore an important point: While RSAC may not be your organization’s sales event of the year, it is undoubtedly the PR moment of the year.

RSAC 2025 promises even more excitement and competition, as more companies vie for attention. It’s critical for your organization to maximize its presence, ensuring that you don’t get lost in the noise whether you’re a nimble startup or an established cybersecurity leader.

RSAC is about more than being the loudest voice in the room. It’s about the unique value you bring to the show and how you capitalize on that value throughout the year.

• Bring together leadership, communications, marketing and product – now: It’s essential to align all key stakeholders early. Journalists, analysts and other attendees fill their schedules quickly (they already are right now), and competitors start promotion months in advance, shaping the conversations that will dominate the event.

RSAC isn’t just a marketing or product event; it’s an opportunity to shape perceptions and conversations across the industry. By bringing together leadership, communications, marketing and product teams now, you ensure everyone is working toward the same goal. This unified approach will allow you to craft a cohesive strategy that resonates internally and with your most important stakeholders before, during and after the show.

• Focus on one big theme: In a crowded space, a clear value prop and a compelling story are what truly stand out. Whether you’re unveiling a breakthrough technology or driving a thought leadership agenda, zero in on a single theme that encapsulates your company’s vision and value. This theme should be woven throughout your communications and marketing strategy, from new product and research announcements to owned content like blog posts and panels. This approach simplifies your narrative, making it easier for media, analysts, partners and other key stakeholders to understand, and ensures you stand out to the right audience, rather than competing for attention with everyone in the crowd.

To get started, sometimes it starts with your best storyline. Do you plan to announce a product, host an expert panel discussion or release new industry research?

• While the show is important, it’s what you do with it after that really matters: The buzz at RSAC may be fleeting, but the long-term impact is driven by how you leverage the momentum afterward. It’s about continuing the conversation and capitalizing on relationships you build during the event. RSAC is a springboard, not a finish line. Effective follow-up strategies and repurposing content can extend your brand’s reach and influence long after the event ends.

“Pre-event marketing builds anticipation and drives brand awareness before a crowded show, while real-time engagement during the event ensures you capture the hearts and minds of attendees, driving buy-in for your narrative. Post-event marketing helps you nurture leads, share valuable content and continue the conversation long afterward. Put it all together, and you have a story that resonates before, during and well after everyone heads home.”

—Hally Wax

Before, During & After: An RSAC PR Game Plan

Before RSAC: Set the Stage

• Align on theme and messaging. Whether planning a major announcement, product launch or rebrand, ensure leadership, communications, marketing and product teams are aligned on the overall goal of the show. What do you want key stakeholders to walk away knowing about your organization? From there, develop your messaging sheet so every company spokesperson is aligned.
• Be the first in reporters’ inboxes. Many journalists lock in their schedules early, so don’t wait to reach out. Even if their calendar is full, establishing early contact increases your chances of securing an onsite conversation or a follow-up.
• Leverage paid media. Sponsored content, social media ads, digital placements or video interviews can amplify your presence. If you’re still finalizing budgets, prioritize paid media that aligns with your key audience, offers measurable impact and provides assets you can promote on other channels.
• Host a pre-RSAC event. The day before RSAC officially kicks off is a prime thought leadership opportunity, as many attendees are already in town but the full-day conference demands haven’t started yet. Use this window to host an invite-only event, executive roundtable or networking session to get in front of key stakeholders before the rush.

During RSAC: Stay Sharp, Stay Visible

• Take advantage of product roundups. Journalists compile lists of key product launches, so it’s crucial to get on their radar early. Know who curates these roundups and reach out before they finalize their lists to ensure your product gets the attention it deserves.
• Secure last-minute media meetings. Reporters are everywhere. Take advantage of the opportunity to connect, pitch and set up introductions on the ground, or set a time for them to come to your booth for a 1:1 demo.
• Engage on social media. RSAC is an excellent chance to boost your social media presence, especially on LinkedIn. To build momentum, get employees at the show and at home involved by creating a LinkedIn promotion channel in Slack or Microsoft Teams to share updates, photos and other content from the event. Establish a team hashtag and encourage everyone to share live insights, pictures or takeaways from the show floor.
• Monitor for breaking news. Always expect there to be one or two major industry announcements at the event, on top of breaking news. Be ready to respond with expert commentary in briefings and insert your perspective into trending RSAC discussions.

After RSAC: Regroup and Take Action

• Capture and repurpose content. Use event photos, soundbites, interview commentary and insights in marketing and PR content throughout the year, including assets from paid media engagements. Most publications will provide raw video footage from recorded interviews that can be snipped and reshared across channels.
• Follow up with key contacts. In addition to posting public-facing RSAC roundups on social media, reach out to customers, analysts and journalists with tailored follow-ups thanking them for their time and insights. Keep the conversation going by offering valuable, timely content and updates post-event.
• Conduct a post-mortem. Gather your team to review meeting notes, analyze competitor presence and assess key industry trends. What made your company stand out at RSAC? Where can you improve for next time? Use these findings to evolve your messaging and align it with what matters most to your key stakeholders going forward.

It’s never too late to make RSA Conference a major success. Focus on these high-impact strategies to make the most of the opportunity. RH Strategic and our PR experts are here to help you maximize your impact.

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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.