
Cybersecurity Influencers Must Be Part of Your PR Strategy for 2025
Influencers have become an important way to reach cybersecurity practitioners and should now be incorporated into public relations campaigns. The root of this change lies in the growth of video and the steady decline of the written word in how we consume information and news.
If you want proof of this change, consider what people have been doing on the train to work over the last two decades.
Twenty years ago, most people read hard-copy newspapers, books, or magazines. Ten years ago, we saw a transition to using smartphones, but overwhelmingly, people were still reading similar content in digital format and consuming text-based social media.
Today, there has been a shift away from text in any form towards video/visual content. And the younger you are, the more likely you are to favour video as a medium for information.
As the demographic of decision-makers in security purchasing shifts to a new generation, the trend from text to video must be factored into every PR campaign.
Social media is only going to grow as the main channel that security leaders use to gain knowledge about their industry. And trends show that social media platforms that prioritise video and visual content outpace text-based platforms on all fronts.
So why does this mean influencers are important in cybersecurity PR campaigns?
Cybersecurity influencers thrive because they connect with audiences on a personal level, combining technical credibility with communication flair. They blend the trust signals of specialist media with the relatability of a peer advisor.
Video content requires a very different skill set from that of journalists. The rhetoric and performance in front of the camera are as important as the substance of the content. Journalists, on the other hand, are master wordsmiths but tend not to be front and centre in their work.
PR campaigns need to factor this in as a way of augmenting engagement with their target audience, alongside existing outreach with journalists.
The written word will still be an important part of any effort to reach security decision makers in 2025, but the way we tell our stories and the mediums we use are changing. Cybersecurity vendors that embrace this shift and incorporate influencers into their PR strategies will be the most successful in the years ahead.