Cybersecurity’s loudest week didn’t just bring the noise. It revealed what actually matters in today’s cybersecurity conversations.

The buzz started long before the conference kicked off. RSAC delivered on the hype, packing the Moscone Center with wall-to-wall energy, headliners like Magic Johnson and Bruce Schneier, and no shortage of spectacle: monster trucks, Formula 1 race cars and yes, even literal puppies. But beyond the flash and fanfare, timely insights took center stage. Even now, LinkedIn is still buzzing with reactions to former CISA Director Chris Kreb’s keynote on the growing tension around government investment in cybersecurity.

Our RH Strategic team was on the ground level for all of it—hosting media and analyst meetings, joining exclusive events with security decision-makers and having conversations across the show floor. Here’s what we’re taking with us into the next year—and into the moments that shape narratives, strategies and security decisions along the way.

Three Conversations that Defined RSAC 2025

  1. AI is Here with Purpose, Not Just Buzz: Agentic AI was the dominant thread across nearly every panel and conversation. The focus on AI has shifted from initial buzz to real-world impact and solidified perspectives. CISOs and vendors alike showed applications for AI in identity, automation and threat intelligence. They also had strong convictions on the benefits and risks of AI, including rising infrastructure costs and ethical gray areas in autonomous decision-making. This year, identity was at the center of almost every conversation about AI. Whether it’s being used as a control plane or shaping identity-first security strategies, the overlap between AI and IAM is changing the way vendors talk about their products.
  2. Government Pullback Puts Pressure on Cybersecurity Vendors to Fill the Gap: The absence of the NSA, CISA and other government agencies was widely noted. Chris Krebs didn’t mince words in his keynote, calling out the growing gaps in government cybersecurity investment and coordination. There was an almost eerie vacuum where federal messaging used to be. That, however, has left space for vendors to fill the leadership void. This shift signals a new era of security collaboration where enterprises and third-party researchers must lead the charge. Cybersecurity brands that can frame themselves as partners in building resilience and standard-setting, rather than just solution providers, will have greater influence.
  3. Critical Infrastructure is Still a Frontline Topic: Despite the regulatory pullback, infrastructure conversations didn’t disappear. Panels on OT security, ICS/SCADA vulnerabilities and cross-sector risk management emphasized that critical infrastructure resilience remains a priority. The key difference this year was that the industry is driving these conversations without waiting for government cues. That independence makes their actions and brand messages even more powerful.

Three Insights for Brand Marketers + Communicators

  1. Substack, Social and the New Media Ecosystem: Traditional media was present, but influencers, Substack authors and LinkedIn creators also carried the conversation— before, during and after the event. These voices are gaining trust and shaping brand perception. For communicators, this means expanding outreach strategies to reach these groups. Building relationships with independent journalists and practitioner- influencers is becoming just as important as pitching top-tier press.
  2. Traditional PR Alone Doesn’t Cut It Anymore: The days of relying on a press release and a few media hits are over. RSAC 2025 reinforced the need for integrated communications and marketing strategies that deliver a consistent, evolving story across every channel. The most effective programs were built on a unified message carried through earned media, owned content, social, paid activations and in-person experiences. Messaging wasn’t static. Instead, it adapted to the platform and the audience, to later be reinforced beyond the show.
  3. Telling Stories through Collectibles: CrowdStrike’s collectibles have become a case study in storytelling. Each year, they build anticipation, connect to timely threats like ransomware gangs or nation-state actors and visually reinforce the company’s position. But these collectibles are just one touchpoint in a broader, integrated content strategy that spans social, earned media and customer engagement. This is now the gold standard. PR, marketing and brand must align around a unified narrative— one that can evolve and be reinforced in every format, from speaking sessions to swag.

Three Ways to Drive Stickiness in Your Marketing

  1. Early Activations and Knowing When To Step Outside: Some of the most effective brand moments happened before RSAC officially kicked off. Monday sessions, early briefings and invite-only community and partnered events helped companies set the narrative before the noise peaked. But what stood out even more were the brands that knew when to step outside of Moscone. By pulling key audiences into quieter, more curated spaces like offsite lounges, private roundtable discussions, or adjacent venues and pop-ups offering free food, refreshments and lattes, these brands created room for deeper conversations and cut through the clutter.
  2. Meet Real Needs, Not Just Flash: Those refreshments did more than create conversation. Branded coffee and water, phone chargers and yes, mental health support puppies (and baby goats!) met attendees where they were. It wasn’t just the presence of these items that worked; it was their thoughtful branding and execution. Simple comforts done right became high-traffic, high-recall moments.
  3. Speaking Opportunities Still Reign Supreme: RSAC speaking slots are harder to secure than ever, but they remain one of the most influential tools due to their influence on media coverage. It’s not always about securing the session yourself, when earning a spot for a trusted customer or partner CISO to say your name in a packed session is also valuable. We also saw brands amplifying their sessions in smart ways or hosting pre-RSAC panels featuring customers to draw reporter attention.

Post-Game: Why RSAC Continues To Matter

As the stunts get splashier and the competition for attention grows louder, one question becomes more important: What actually works?

Even with the gimmicks and the blinking booths, RSAC remains the cybersecurity industry’s biggest moment of visibility. It’s still where companies come to refine their narrative, pressure- test their messaging and show up in front of their peers, partners and press.

What really cuts through isn’t flash; it’s focus. The brands that win at RSAC—and long after— are the ones that listen closely, lead with purpose and communicate with clarity.

Did the Right People Pay Attention to Your Story at RSAC?

Whether it’s media strategy, messaging, or how to plan for next year’s conference, our cybersecurity PR team can help turn your RSAC buzz into sustained success. Let’s talk—no obligation, just good conversation.

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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.