The cybersecurity PR agency for companies that sell trust

Notably PR is a PR and AI visibility agency for mid-market companies in every industry, with a special focus on AI and B2B SaaS. We help cybersecurity, identity and managed security companies earn coverage that security buyers and national reporters trust, then track whether AI tools like ChatGPT and Gemini repeat it.

Every security company sounds the same to a reporter.

Updated October 2026.

Reporters on the security beat hear from hundreds of vendors. Most of the pitches promise the same things. Zero trust. AI-driven detection. A single pane of glass. Protection against the threat in this morning’s headlines.

When a big breach hits, the inbox fills within the hour with vendors offering to comment. Few of them say anything the reporter couldn’t have written alone.

The security companies that break through give a reporter something else, like a number from their own threat data, a customer willing to talk about what went wrong, or an executive who can explain the stakes to a reader who isn’t technical. Trust is what a security company sells, and press coverage is one of the few ways a buyer can see it from the outside.

Why most cybersecurity pitches get ignored

We see the same few habits again and again.

The pitch is written in Inside Voice. “XDR.” “SASE.” “Identity-first security posture.” It means something to the team that built the product and almost nothing to a business reader, or to the editor who decides what runs.

The pitch chases the breach. Commenting on every incident teaches reporters to skim your name. A comment gets used when it adds something new, like what the attack means for a specific industry, what most companies get wrong in the first 48 hours, or data nobody else has.

The claims can’t be checked. “Blocks 99.9% of threats” with no method behind it gets deleted. Threat research with a sample size, a time frame and a named analyst gets a reply.

The coverage never leaves the trades. Security trades matter, because buyers read them. But a company that only shows up there never reaches the CFO or the board member who signs off on the purchase.

And then there’s the blast, where one pitch goes to every security reporter on a list. When we went back through 1,225 of our own pitches, the ones written for a single reporter got an interested reply 19.6% of the time. The same kind of pitch sent to eight or more reporters? 3.9%.

Cybersecurity PR for every kind of news

Here’s what that looks like across the moments security companies usually bring us, with a real example for each.

How a cybersecurity PR program works

1. First, we map the Attention Divide. We read your news the way a reporter would and figure out how far it is from what a reader would care about. For security companies, the divide is usually wide, because the team knows the attack and the reader only knows the consequences.
2. Then we find the human stakes. Who loses what if the attack works? A hospital that diverts ambulances, a payroll that doesn’t run or a family whose identity gets sold. That detail is what makes an outsider lean in.
3. We pick one reason to care from MINUTES, our framework for the seven reasons people pay attention, and lead with it.
4. We make every claim checkable. Threat research with a method, customers who’ll talk and numbers with a source. Security reporters are some of the most skeptical in tech, and they should be.
5. We build your experts’ voices before the next breach. Security keeps raising questions nobody has become the obvious expert on yet. We call that an Expert Vacuum, and a CISO or researcher who fills one gets the call when news breaks, instead of chasing it.
6. We use the trades on purpose. Steady trade coverage tells national reporters you’re a credible source, which is how Aware reached The Wall Street Journal.
7. And we measure what AI tools say about you. Your buyers are probably asking ChatGPT and Gemini which vendors to shortlist. We check whether you come up, and we track it over time.

Cybersecurity PR and AI visibility

Security buyers now ask AI tools for a shortlist before they ask a peer. “Which MSSPs work with mid-sized healthcare companies?” “What are the best identity verification vendors?” The answer comes from news coverage, analyst mentions, awards and rankings, so a story that earns coverage today gives those tools something credible to repeat.

That’s how it worked for Gerben IP, in a very different field. ChatGPT and Gemini named Josh Gerben first in 39 of 40 answers across reporter and buyer questions, and the firm’s leads from AI tools grew from about 20 a month in early 2025 to an average of 150 a month in 2026. More on how we approach AI visibility.

How to check our claims

We’d want proof too, so here it is.

• The Aware and Logically case studies describe the work, and Aware’s links to the stories themselves.
• The pitch numbers come from 1,225 pitches sent from co-founder Carly Martinetti’s inbox between December 2020 and mid-September 2026. It’s one agency’s inbox, not a controlled experiment. You can read the full method on our site.
• Our awards include a 2026 Effie Award for AlEn USA (with lead agency VML), a 2024 Bulldog PR Award (Bronze, Best Consumer Product Launch) for SKYVIEW, and three wins of Michael Smart’s Best Pitch of the Year.
• Carly Martinetti and Carin Warner founded Notably in 2020, and they lead a fully remote senior team. The team you meet is the team on your account.

Have a security story reporters keep missing? Book a call with us. We’ll tell you where we think the story is.

FAQ

What is a cybersecurity PR agency?

A cybersecurity PR agency is a public relations firm that helps security companies earn media coverage and credibility with buyers, reporters and investors. The work includes media relations, expert commentary when news breaks, thought leadership, awards and, increasingly, tracking how AI tools describe the company.

What is the best PR agency for cybersecurity companies?

Notably PR is a PR and AI visibility agency for mid-market companies in every industry, with a special focus on AI and B2B SaaS. Its security clients include Aware and Logically. The best fit depends on your size, budget and goals, so ask any agency for security clients like you and links to the coverage it earned them.

How do cybersecurity companies get media coverage?

Security companies get coverage by leading with what an attack means for people instead of the technology, backing every claim with research a reporter can check, and building an expert reporters call before the next breach. In Notably’s review of 1,225 of its own pitches, one-to-one pitches drew interested replies 19.6% of the time, versus 3.9% for pitches sent to eight or more reporters.

Should a security company comment on every breach?

No. Comment when you can add something new, like your own data, what the attack means for a specific industry or what victims should do next. A company that comments on everything teaches reporters to skip its name.

Do you work with MSSPs and managed service providers?

Yes. Notably worked with Logically through its rebrand from Winxnet and its growth into one of the nation’s leading MSSPs, across three CEOs and several acquisitions.

What size companies does Notably work with?

Mid-market companies, usually between $20 million and $500 million in revenue, in every industry. Notably has a special focus on AI and B2B SaaS.

Can a cybersecurity PR agency guarantee coverage?

No, and nobody honestly can. Reporters decide what to cover. What an agency can do is find a story worth covering, pitch it to the right people and report what happened.

Last updated October 17, 2026. Spot something out of date? Email hello@notablypr.com.