The third-party endorsements you need in your PR strategy
Building trust is absolutely essential in today’s crowded cybersecurity market. Prospective buyers won’t progress to testing and purchasing a solution unless they trust it will be worthwhile.
With so much marketing and sales chatter competing for attention, savvy buyers instead rely on independent trust signals to gauge credibility. PR should do more than just boost your visibility – it amplifies these signals, making it easier for security leaders to trust and choose you.
Here are five key third-party sources you need shouting your praises alongside your PR outreach to help build trust and credibility.
Influencer relations
Influencers are an increasingly prominent part of the cybersecurity ecosystem. They are a collection of respected security experts and researchers helping to shape industry conversations. Because they are typically driven by a genuine passion for the field and work independently, their recommendations feel more authentic than company marketing.
Building long-term engagement with influencers builds credibility, including interacting on social media, referencing their insights in your content, and inviting them to exclusive briefings.
Check out our recent webinar top influencers Matt Johansen and Mike Privette here, as well as some more thoughts on working with influencers here.
Analyst reports
Industry analysts such as Gartner, Forrester, and Frost & Sullivan strongly influence cybersecurity buying decisions. Even a small mention in a report can boost credibility, signalling that your company is a serious player and one to watch.
While the ideal result is inclusion in a sector report, any kind of engagement, such as through briefings, expert commentary, or industry panels keeps you on their radar.
It’s also important to remember it’s a two-way street. Analysts offer valuable market insights, helping refine messaging and positioning. Instead of reaching out only when you want coverage, building a reciprocal relationship raises the chances of future mentions. Here are some tips on pitching and building a connection.
Industry awards
Winning or being shortlisted for industry awards like the SC Awards or Cybersecurity Excellence Awards adds independent validation. Buyers often use these accolades to narrow down their selection of credible vendors. If an enterprise is trying to choose which vulnerability tools to trial, the ones on the shortlist for Best Vulnerability Management at the SC Europe Awards will have a clear advantage.
We recommend focusing on reputable awards that align with your expertise rather than applying for every competition. Crafting a compelling entry that highlights real customer impact increases your chances of recognition. You can find some practical tips on creating award-winning entries here.
Customer success stories
Security leaders always trust real-world proof over marketing claims. Case studies, testimonials, and customer references provide concrete evidence of your product’s impact.
That said, due to cybersecurity’s sensitive nature, many companies hesitate to share their names publicly. Although the times are changing, cyber is often still seen as admitting to having security issues.
If direct attribution isn’t possible, anonymised success stories, peer reference programmes, or independent third-party research can still demonstrate credibility. Award entries are a good way to open the door, as most reputable awards will accept references under NDA.
Channel partners
The channel is an important and growing element of the security industry, and companies increasingly turn to MSSPs, resellers and others for guidance. Being part of a trusted channel network, both lends credibility and expands reach. There is also plenty of opportunity for PR efforts such as co-branded case studies, media interviews, and partner webinars to further reinforce trust.
A strong PR strategy should highlight key partnerships, positioning your company as a valuable part of the security ecosystem. Working with channel publications can be a little different from other industry titles – if it’s a new field for you, check out our advice on pitching to them.
Getting started on building third-party endorsements
Building trust is a continual effort. Every endorsement, from starring roles in analyst reports to brief shoutouts by influencers, feeds into a credibility cycle that builds momentum. By integrating influencers into strategy, you don’t just claim credibility – you prove it.