How to Choose a Cybersecurity PR Agency: 7 Questions to Ask (2026)
Security buyers are cautious, so the PR agency you pick matters. Here's how to choose the right type of cybersecurity PR agency, the questions to ask before you sign, and the red flags to avoid.
Full disclosure: this guide is written by Joseph Tannous, founder of Jamco PR, a tech PR agency that works with cybersecurity companies.
Short answer: decide first what the PR has to do (reach CISOs through security trade media, build credibility with investors and enterprise buyers, or respond fast to breaking threats), then choose the agency type built for that, and ask every agency which publications you'll get, by when, and what happens if a placement doesn't run.
Why PR matters more in cybersecurity
Security buyers are cautious and rarely take a chance on an unknown vendor. When a CISO's team shortlists vendors, they search for you, and increasingly ask ChatGPT and Gemini. Coverage on recognised publications is fast third-party proof that a security company is credible.
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Get my free articleThe three types of cybersecurity PR agency
| Type | Best for | Watch out for |
|---|---|---|
| Security specialist | Security trade media, threat research and rapid response, government markets | Higher retainers; less business media reach |
| Tech PR agency with a security practice | Business and tech media for investors, partners and enterprise buyers | Make sure the team knows security buyers |
| Guaranteed-placement agency | Top-tier coverage on a deadline: a raise, a launch or a big deal | Less of the ongoing advisory work a retainer includes |
7 questions to ask before you sign
- Which publications will I actually get, and can you name them?
- How soon will the first article go live?
- What happens if a placement doesn't run?
- Who will work on my account, and do they understand security buyers?
- Can you turn threat research or breaking news into coverage quickly?
- Which security companies have you worked with, and what coverage did they get?
- How will you help us use the coverage in sales, fundraising and AI search?
Red flags
- Vague promises of "exposure" with no named publications
- Long retainers with no results for the first three months
- Reports full of impressions and ad-value numbers instead of real articles
- Pitching your product instead of a story journalists care about
How much does cybersecurity PR cost?
Traditional retainers are billed monthly for the agency team's time, usually without guaranteed results, and few agencies publish their rates (Crackle PR, for example, lists a $12,000 per month minimum). Jamco PR works with guaranteed placements as a package, a monthly program (6-month minimum) or a one-off push, starting at $5,000.
Where Jamco PR fits
Jamco PR guarantees placements on Business Insider, USA Today, Yahoo Finance, AP News and 35+ other publications. The first placement can be live in as little as 24 hours, most clients see their first article within 14 days, and any placement that doesn't go live within 60 days is replaced with another top-tier outlet at no extra cost.
Example: an AI security company got on Business Insider and 3 other outlets in 16 days, then closed a $1M pre-seed round two weeks later.
If you need deep security trade media or government-market experience on an ongoing retainer, a security specialist is the better choice, and our comparison of the best cybersecurity PR agencies lists several.
Recent client results
Real Jamco PR placements you can read today. Most clients see their first article within 14 days.
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Frequently asked questions
How do I choose a cybersecurity PR agency?
Decide what the PR must achieve (security trade media, investor and enterprise credibility, or rapid response), pick the agency type built for that, and ask each agency which publications you'll get, by when, and what happens if a placement doesn't run.
Which PR agencies specialize in cybersecurity?
See our comparison of the 10 best cybersecurity PR agencies, including Jamco PR, Merritt Group, Eskenzi PR, Matter Communications and Bluetext, with who each one fits best.
Can PR help a cybersecurity startup raise money?
Yes. Coverage on recognised publications gives investors third-party proof before they reply. One AI security company got on Business Insider and 3 other outlets in 16 days, then closed a $1M pre-seed round two weeks later.
Why is PR important for cybersecurity companies?
Security buyers are cautious and rarely take a chance on an unknown vendor. Coverage on recognised publications is fast third-party proof that a security company is credible.
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