Choosing a cybersecurity PR agency isn’t just about who they know. It’s about how they think. With the cybersecurity landscape shifting daily and vendor competition fiercer than ever, your marketing partner must bring more than a Rolodex to the table. Whether you’re a startup preparing to launch or an established player entering a new market, here are five critical questions to ask before you sign that agency agreement.
1. Does the agency have a dedicated cybersecurity team?
Cybersecurity isn’t a sideline. It’s a specialized, fast-moving space that demands full-time focus. Agency teams juggling clients across healthcare, fintech, consumer tech, and security may struggle to track the threats, trends, and technologies shaping this industry. Even worse, they’ll struggle to act FAST. The best tech PR agencies embed themselves in the security ecosystem, attending events like RSAC, following cybercriminal tactics, and translating complex narratives into media-ready stories. Don’t settle for a generalist when your audience expects expert-level insight.
2. Will they act like part of your team? Or toss work over the fence?
Transparency is key. Ask what a typical engagement looks like. Does the agency deliver weekly updates, strategic counsel, and real-time input on announcements? Or do they vanish between deliverables? Top cybersecurity PR agencies work as extensions of your team. They’ll proactively identify trends, flag media opportunities, and collaborate on content that drives real outcomes. If you’re not getting visibility into program traction or editorial feedback, it’s time to ask why.
4. Can they pitch more than just “who they know”?
“Who do you know?” is an outdated question. Our Senior Media Strategist, Jordan Tewell, covered Why Driving Quality Media Coverage Takes More Than Just Good Reporter Relationships las week and you should absolutely check that out.
Yes, relationships matter, but even the strongest ones won’t earn coverage if your pitch lacks substance. Instead, ask for case studies where the agency placed cybersecurity stories in top-tier business press and what it took to get there. Look for a team that can shape narrative, uncover data, and position your experts to offer commentary that journalists want.
5. Is the agency data-driven in strategy and execution?
Great cybersecurity marketing starts with intelligence. Your agency should understand your space – your competitors, your differentiators, and your buyers – before making a single recommendation. From there, programs should be built around measurable goals: earned media KPIs, content engagement, website traffic, and more. A data-led partner doesn’t just execute; they prove value and adapt fast.
6. Are they optimizing for sales impact or presenting vanity metrics?
A strong cybersecurity marketing agency doesn’t just count coverage, they analyze impact and value. Are they measuring engagement, share of voice in your niche, and how your content supports the sales cycle? The best agencies focus on quality over quantity: executive coverage that supports ABM campaigns, thought leadership that tackles customer pain points, and social media that fuels organic demand gen, not just filler.
Bottom Line: Hiring a cybersecurity PR agency is one of the most strategic choices a security company can make. Ask the tough questions. Look beyond the surface. And choose a partner who understands your market, amplifies your message, and delivers results that move the needle.
Ready to elevate your cybersecurity brand? Let’s talk about how 10Fold can help you turn insight into impact.