Highwire's deep media intelligence and reporter insights shape the conversations our clients have onsite at RSAC every year. The 2025 event, kicking off April 28, is no exception. The theme of “Many Voices: One Community” is especially striking when you consider that collaboration across the cybersecurity industry has never been more critical. Whether we’re facing nation-state threats, the weaponization of AI agents or fallout from staffing cuts at the federal level, RSAC offers a watering hole for leaders across the industry to come together and align on how we can work together to tackle common adversaries.
Four hundred+ media and analysts attended RSAC last year; 245 reporters, analysts and content creators have registered for this year’s event so far. With over 600 companies on-site vying for press attention, learning what reporters are looking for and offering the insights that align with their coverage is what it takes to make sure YOU are the one getting journalists' time. Preparing ahead of time and taking a strategic approach to engaging with media that matter the most to your business is critical to standing out in the crowd.
Meet the Shifting Media Landscape
Tightened purse strings for newsrooms have resulted in reporters looking to do more with the little time they have at the show. There’s a higher bar for coverage overall, as many journos are looking to book meetings with senior-level executives, specifically CEOs — appointments they’re increasingly likely to schedule at the final hour. This year, we’ve also seen more publications offering pay-for-play sponsored opportunities, a shift away from the predominantly earned opportunities that used to drive media attention on-site. Fewer reporters are expected to attend overall, which means there’s a smaller margin to get the meeting(s) you want.
What’s more, many media contacts have stepped away from the traditional newsroom and broken out on their own, i.e. by launching a Substack, podcast, YouTube channel, or all of the above (we recommend checking out Alex Konrad’s Upstarts newsletter, or Alex Kantrowitz’ Big Technology Substack). Engaging with these “new media” reporters can look a bit different, but as with traditional media, it's important to approach them in a way that will resonate with them and their audience. For example, building relationships with new media is vital to understanding not just what they are interested in covering but also their overall goals and vision for their channel. We recently met with Alex Kantrowitz, who shared that while he accepts pitches for his Big Technology channel, he rarely acts on them, and the best way to engage with him for coverage is with timely offers to connect with high-level executives who can provide analysis and speak to the major news of the day.
From our practice’s early touch points with media around their plans for the event, we’ve gathered that one reporter we spoke to is specifically looking to prioritize CEO meetings while onsite, while another is only interested in meeting spokespeople who have unique research to offer. Yet another is specifically focused on exactly how companies are using AI within their business. Partner with PR pros who are having these discussions with media on a daily basis to ensure you’re offering conversations on topics that matter.
Know Your Media, and Bring a Point of View
The best way to catch media attention at RSAC is by offering conversations with subject matter experts who have strong and relevant points of view on topics that reporters want to write about. Executive perspectives must be prepared to hit on key trends that security media care about and are actively covering — e.g. agentic AI security, national security concerns stemming from federal layoffs, and tariffs — and responding directly to media intel their comms team and agency partners secure.
Working with your PR team to ensure you know exactly what is capturing reporter attention and ensuring your company’s thought leaders can come into these conversations and establish themselves as credible and reliable sources is the best way to make these valuable relationship-building touchpoints truly matter.
The in-person nature of RSAC provides a unique opportunity for reporters to build their source bank and immerse themselves in the headspace of the subject matter experts they meet with. Ensuring you are offering them meaningful insight and not marketing speak is critical to making these moments count
Focus on Trends, Not Buzzwords
Many companies struggle to step out of their marketing and product narrative bubbles. Be tactical about prioritizing spokespeople who can and are willing to provide unique and differentiated insight into trends like agentic AI, new threat intelligence, and regulations, as well as commentary on the news of the day. Standalone product announcements no longer move the needle, but more corporate-level announcements and C-suite availability to discuss emerging trends that matter more broadly to businesses can resonate well.
For product announcements and major marketing pushes, tapping into the rising sponsored opportunities at RSAC can be a way to make a splash. Sponsored video content, promotional packages, and written Q&A content can all extend the life of marketing campaigns that are a focus for a company, extending your narrative beyond the booth.
Cut through the Noise
Cutting through the noise at RSA requires a media strategy that meets journalists, influencers, and emerging media outlets where they are. A few final tips:
- Offer exclusive insights to cybersecurity influencers like podcast hosts — thinking beyond traditional media alone can elevate your message and narrative, and be fruitful for post-show content as well.
- Share breaking news or expert commentary with digital-first security media. These reporters are looking for unique insights and experts who can build upon the trends that matter most.
- Engage technical reporters covering vulnerabilities, zero-day threats, and nation-state attacks with relevant, timely pitches — make sure you’re setting them up with the subject matter experts who can show their value beyond just this event to set the stage for a long-lasting relationship.
- Make the most of your time in SF; even if reporters aren’t attending the show itself, tap into the media who are based in the area to identify touchpoints.
If you’re interested in learning more about exactly which Substack journalists we’re looking at, which reporters are focused on CEOs only, and who is looking at how companies are using AI internally, give the #HWCyberSquad a shout here — we’d love to meet you at the show!
