In cybersecurity, especially for API security and bot management companies, media isn’t one-size-fits-all. Each channel—trade, business, and broadcast—serves a distinct purpose and speaks to a different audience. Trade outlets validate your expertise with the people who live and breathe security. Business press elevates your executives into thought leaders who can weigh in on market-shaping issues. And broadcast brings your brand into living rooms and news feeds, building broad awareness you can’t buy with ads.
The companies that win don’t just dabble in each. They layer them strategically. A smart media mix builds a foundation of credibility, expands executive influence, and amplifies the brand’s relevance well beyond the cybersecurity echo chamber.
Trade Media: The Bread and Butter of Cybersecurity Coverage
For API security and bot management companies, trade outlets like Dark Reading, The Record, and InformationWeek are where credibility is built. This isn’t splashy brand awareness. It’s the core coverage that security buyers, analysts, and partners read. Trade media is where you demonstrate expertise, shape industry conversations, and lay the foundation for bigger business and broadcast opportunities.
Winning here takes a sharp strategy. Companies that thrive in trade outlets tie their commentary to what’s happening now, from major breaches to regulatory changes, while offering unique, data-backed insights that cut through the noise. These stories don’t just sit on a website either. They drive meaningful traffic back to company sites, with vertical-specific outlets often sending highly qualified readers directly to learn more. For example, we helped land this PYMNTS piece on Scattered Spider’s social engineering scams through commentary, which connected a timely threat to clear, actionable insights for payment providers.
What keeps companies top of mind is offering insights reporters can actually use — the kind that turn a headline into a story worth writing. When The Record covered the resurgence of the Anatsa Android banking malware, we connected them with an SME who explained not just what happened, but why it mattered for U.S. and EU financial institutions
The payoff is lasting influence. Strong trade coverage not only builds category leadership, but it also creates a halo effect. Once you’re a go-to source for these publications, reporters keep coming back, and that credibility ripples outward to business press, broadcast, and the analyst community.
Business Press: Elevating the Executive Voice
Business outlets like Forbes, Fortune, and Bloomberg aren’t where you dissect attack chains. They’re where you frame the big-picture conversation. Reporters here want a CISO, CTO, or CEO who can translate technical issues into leadership insights: how emerging threats affect industries, economies, and even consumer confidence.
The key to success? Responsiveness and relatability. Business journalists move fast. They need SMEs who can jump on quick calls, offer clean, quotable insights, and weave in personal narratives that humanize the story. A strong example: we placed CISO commentary in Forbes on an Android malware campaign, translating the issue into clear takeaways for banks, ATMs, and everyday users rather than leaning on technical jargon. That’s the kind of commentary that resonates. Instead of talking solely about APIs or botnets, the most valuable insights connect cyber risk to boardroom priorities, regulatory shifts, or how AI adoption is reshaping security strategy.
The value of business coverage is undeniable: it positions your company and executives as industry leaders, not just technical experts. It builds visibility with investors, partners, and decision-makers, and creates a platform for bigger conversations, whether it’s about AI, emerging regulations, or the next wave of cyber risk, that competitors will wish they owned.
Broadcast: Building Brand Visibility and Everyday Relevance
Broadcast might not be the first channel API security and bot management companies think of, but it delivers something harder to buy than leads: instant credibility and brand recognition. The key is positioning a trusted SME — like a CISO or CTO — as the “voice of reason” who can translate complex cyber issues into simple, relatable advice. Instead of pitching product talk, broadcast wins come from hooks like holiday shopping scams, romance fraud, or high-profile breaches, which let experts tie consumer-level stories back to broader company messaging.
A smart broadcast strategy leans on timely, seasonal, and headline-driven topics. For example, we landed a Valentine’s Day segment on NBC Bay Area featuring a CISO explaining how romance scams work and how viewers could protect themselves, framing the issue in a way that was helpful, relatable, and subtly tied back to broader cybersecurity best practices. Stations are always looking for quick, accessible explainers, and companies that can supply them become go-to sources across markets. Once you’ve landed one segment, producers remember experts who deliver clear, trustworthy soundbites, making it easier to get invited back in key DMAs that are tech hubs like San Francisco or Austin.
No, you won’t generate dozens of leads from a two-minute NBC Bay Area interview. But you will get invaluable visibility in top markets, clips that can be shared across social and sales channels, and the kind of “as seen on TV” credibility that competitors notice. Broadcast isn’t about direct pipeline. It’s about building a public profile that sticks.
Pulling It All Together: Turning Media into a Growth Engine
Mastering these three lanes of coverage turns media from a scattershot effort into a strategic growth engine. Trade media builds your foundation of credibility, business press elevates your executive voice, and broadcast creates the kind of mainstream visibility that money can’t buy. Together, they don’t just generate headlines. They position your company as the name competitors can’t ignore.
For a deeper look at how broadcast can fuel that visibility, check out our case study on a leading API security company’s success landing segments across top markets.