PR News | Cybersecurity PR in the Age of Generative Search

Nate Hawthorne

The state of cybersecurity PR has shifted more in the past two years than in the five prior. Historically, the sector was somewhat insulated from the broader disruption reshaping the media landscape. Despite the shrinking number of reporters and outlets, the constant stream of breaches, vulnerabilities and high-profile hacks kept the news cycle rolling. Unlike other verticals, there was never a shortage of stories to pursue.

That steady drumbeat did something interesting: it raised the profile of the entire cybersecurity industry. As public interest spiked, so did the perceived value of cybersecurity products and services. What was once a niche, highly technical category became broadly recognizable, even to non-technical audiences. This increased visibility has helped stabilize funding, marketing budgets and sustained media attention for cybersecurity-focused coverage.

The Playbook That Held Up for Years

Because cybersecurity remained insulated longer than other verticals, the best PR people could stick to a tried-and-true playbook that had worked for a decade or more. Success came from execution and timing, not reinvention. Take the long-standing belief against announcing product news at the RSA Conference and instead doing it a week or two before the conference due to media noise. In practicality, the big conferences like RSA or Black Hat are often the smartest time to drop product news. Timed correctly, inclusion in “best of show” roundups, trend pieces or on-site coverage can amplify the message, turning noise into leverage.

AI Forced Us to Rethink The Playbook

Over the last few years, the name of the game has changed. Executives, buyers, investors and even journalists now turn to their AI tool(s) of choice (ChatGPT, Gemini, Claude, etc.) for research and context, often bypassing traditional web search entirely. While AI searches skyrocket, website traffic has plummeted. As a result, brand visibility within AI…

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