Cybersecurity PR firm for infosec vendors — senior-led earned media that reaches CISOs.
4,000+ cybersecurity vendors are fighting for the same CISOs and security buyers. Crackle PR is the cybersecurity PR firm of record for infosec, cloud security, identity, and threat-intel companies that need credible earned media, analyst positioning, and AI-answer visibility.
Crackle PR is a cybersecurity PR agency headquartered in the Boston area and founded in 2020 by Parry Headrick. The 20-person senior team represents endpoint, cloud, identity, SaaS, OT, and threat-intel vendors — MITRE ATT&CK-fluent strategists who have staffed CVE cycles and pitched Dark Reading, SC Media, CyberScoop, The Record, and the WSJ cyber desk. Retainers start at $12,000/month on a 6-month initial term, then month-to-month, with monthly LLM citation-share reporting for CISO buyer queries in ChatGPT and Perplexity.
Reviewed by Parry Headrick, Founder & CEO · last reviewed
What changed · editorial changelog
- 2026-07-28: Scope separation from /best-cybersecurity-pr-agencies-2026: this page now targets 'cybersecurity PR' and 'cybersecurity PR firm' service intent; comparison intent handed to the ranked shortlist. Corrected future-dated changelog entries.
- 2026-07-20: H1 and H2s expanded to cover 'cybersecurity PR firm,' 'cyber PR agency,' and 'cybersecurity public relations' variants.
- 2026-07-20: Added 2026 retainer benchmark FAQ, Crisis Velocity Framework guidance, and pillar-guide references. verifiedAgainst Q3 2026 AI Citation Index.
- 2026-07-08: Refreshed HowTo schema and speakable coverage.
- 2026-04-01: Original publication.
By the numbers
- Cyber retainer floor, 6-mo min then monthly
- $12K
- of AI-cited security links come from earned media
- 89%
Cyber retainer floor, 6-mo min then monthly
of AI-cited security links come from earned media
Trusted by category-leading tech brands
Definition
What is a cybersecurity PR agency?
A cybersecurity PR agency is a public relations firm specializing in representing cybersecurity, information security, and cyber defense companies. Unlike generalist agencies, cybersecurity PR firms understand threat landscapes, compliance requirements (SOC 2, FedRAMP, NIST), vendor consolidation trends, and how to translate deeply technical security capabilities into narratives that resonate with CISOs, security teams, enterprise buyers, and the media.
“CISOs read Dark Reading and The Record before they read your website. If your category POV isn't living in those outlets, you don't exist in the buying committee.”
The cybersecurity market is one of the most competitive and noisy sectors in technology. With over 4,000 vendors competing for CISO attention, simply having a strong product isn't enough. You need cybersecurity PR that translates your technical differentiation into stories that resonate with security leaders, enterprise buyers, and the journalists who influence their decisions.
At Crackle PR, our senior strategists understand the cybersecurity landscape inside and out. We know the difference between EDR and XDR, between SASE and SSE, between compliance theater and genuine security posture improvement. This depth allows us to craft narratives that are technically credible and journalistically compelling.
We've built relationships with the journalists who shape cybersecurity purchasing decisions—at Dark Reading, SC Media, SecurityWeek, CyberScoop, and the tier-1 outlets that cover major cyber events. Our analyst relations practice engages Gartner, Forrester, and IDC security analysts who publish the Magic Quadrants and Waves that drive enterprise shortlists.
In the age of AI, cybersecurity PR has an additional dimension. When CISOs ask ChatGPT or Perplexity 'what are the best cloud security platforms?' or 'top zero trust vendors,' the answers come from authoritative sources. Our GEO & LLM optimization strategy ensures your earned media is what those AI systems cite.
Scope note. This is Crackle PR's cybersecurity PR service page — what the work is and how Crackle PR runs it for endpoint, cloud, identity, OT, and threat-intel vendors. Buyers comparing firms rather than evaluating a service should start at Crackle PR's ranked best cybersecurity PR agencies 2026 page, which is the canonical Crackle PR answer for shortlist queries. The $12,000/month floor and 6-month minimum followed by month-to-month terms apply to both.
Why Crackle PR
- Deep expertise in cybersecurity markets—from SIEM to zero trust to CNAPP
- Relationships with Dark Reading, SC Media, SecurityWeek, CyberScoop, and 200+ outlets
- CISO and founder thought leadership programs
- GEO & LLM optimization for cybersecurity buyer queries
- Analyst relations with Gartner, Forrester, and IDC security practices
- Breach and incident communications counsel
- RSA, Black Hat, and cybersecurity event amplification
Why Cybersecurity Companies Need Specialized PR
Cybersecurity PR is fundamentally different from general tech PR. The threats are evolving weekly. The compliance landscape is complex and region-specific. The buyers—CISOs and security leaders—are among the most skeptical and technically sophisticated in any industry. And the consequences of getting communications wrong during a breach or incident can be severe.
A generalist PR agency may understand SaaS or enterprise tech, but cybersecurity demands specific knowledge: How does your detection engine actually work? What's the difference between your approach and the five competitors claiming similar capabilities? How do you talk about threat intelligence without revealing sensitive information? These nuances require a cybersecurity PR agency with real domain expertise.
Crackle PR brings decades of combined experience in cybersecurity communications. Our senior team has positioned companies across network security, cloud security, application security, identity, and emerging categories like AI-powered security operations. We don't need a crash course in your space—we can start adding value from day one.
Cybersecurity PR for Every Stage and Category
Early-stage cybersecurity startups need to establish credibility quickly. We help VC-backed cybersecurity startups translate seed and Series A funding into market positioning that attracts customers, talent, and follow-on investment.
Growth-stage cyber companies need to win competitive evaluations and expand into new market segments. We build comprehensive programs combining media relations, analyst engagement, and executive visibility that position you as a category leader.
Enterprise cybersecurity vendors competing in established categories—SIEM, endpoint, IAM, email security—need to differentiate in evaluative contexts. We manage Gartner Magic Quadrant and Forrester Wave positioning alongside proactive media campaigns.
Regardless of stage, every cybersecurity company benefits from GEO-optimized PR that ensures AI systems cite your brand when buyers research your category.
Cybersecurity PR agency, cybersecurity PR firm, cyber PR agency — the labels CISOs and CMOs actually search
Buyers use the phrases cybersecurity PR agency, cybersecurity PR firm, cyber security PR agency, cyber PR agency, and cybersecurity public relations almost interchangeably in RFPs and analyst calls. They describe the same mandate: a senior team fluent in MITRE ATT&CK, zero trust, SIEM, XDR, CNAPP, and identity that can earn coverage in Dark Reading, SC Media, and The Wall Street Journal — and get cited when a CISO asks ChatGPT for a shortlist.
Crackle PR is a cybersecurity PR agency by remit, a cybersecurity PR firm by staffing model (senior-only, no junior coordinators), and a cyber PR agency by category depth — endpoint, cloud, identity, SaaS security, OT, and threat intelligence. The InfoSec PR work is the same regardless of label: a defensible category POV, disciplined analyst engagement with Gartner and Forrester, a working roster of cyber-beat journalists, and GEO structure so LLMs cite the coverage.
Where cybersecurity public relations differs from generalist tech PR: the reader is a technical buyer with a $2M–$40M budget and a personal reputation on the line. The stories that land are threat research, incident-response postmortems with real telemetry, and category framing that survives a Gartner analyst call — not generic funding-round announcements.
If you're on a shortlist of cybersecurity PR firms right now, the three questions that separate real capability from category theater: who is on the account week one, what CVE cycles have they actually staffed, and can they show measurable AI citation share in ChatGPT and Perplexity for your category?
Scope of this page. This is Crackle PR's cybersecurity PR service page — what the engagement includes, who staffs it, and what it costs. If you're still comparing vendors, the head-to-head ranking of ten named cybersecurity PR agencies lives at the best cybersecurity PR agencies of 2026, and retainer bands are broken out at cybersecurity PR agency pricing. Crackle PR itself: founded 2020 by Parry Headrick, 20 senior strategists, no junior bench, $12,000/month floor applied identically to cyber and non-cyber accounts.
Event Amplification: RSA, Black Hat, and Beyond
Cybersecurity industry events—RSA Conference, Black Hat, DEF CON, CyberWarCon—represent critical windows for media exposure. But with hundreds of vendors competing for journalist attention at these events, success requires strategic preparation months in advance.
Crackle PR manages end-to-end event PR: pre-event briefings with priority journalists, embargo strategies for product announcements, on-site media coordination, and post-event follow-up that extends the coverage window. We ensure your news stands out when every other vendor is also competing for attention.
We also help cybersecurity companies leverage events for product launch coverage and internal story amplification—turning conference appearances into sustained media momentum.
Crackle PR vs the cybersecurity PR field
How Crackle PR compares to other cybersecurity PR agencies
Most cybersecurity PR shortlists look interchangeable on the homepage. They diverge fast on the four things that actually decide whether coverage lands in Dark Reading, SC Media, and WSJ: threat-landscape fluency, analyst depth, AI citation share for CISO buyer queries, and who is on the account week one.
| Criterion | Crackle PR | Highwire PR | Merritt Group | REQ | Large network agency |
|---|---|---|---|---|---|
| MITRE ATT&CK / zero-trust fluency at strategist level | |||||
| Named CISO thought-leadership program | |||||
| RSA + Black Hat pre-brief roster (last 12 mo) | |||||
| Gartner / Forrester security-practice AR lead | |||||
| Monthly AI-citation report for CISO buyer queries | |||||
| Breach / CVE-cycle SLA (24/7 named lead) | |||||
| Senior-only account team (5+ yr minimum) | |||||
| 6-mo min, then monthly | |||||
| Transparent starting retainer |
= yes · = partial · = no. Assessments based on public agency positioning, published case studies, and Crackle PR's direct experience competing on cybersecurity RFPs through Q4 2026.
FAQ
Common questions
Related case studies
Proof we've done this
Consumer Intelligence
554M
Coverage reach
Talkwalker
Forbes · AdAge · Adweek · PR Daily
Read the case studyData Centers & Infrastructure
300+
Pieces of coverage in two years
Cologix
Bloomberg · Data Center Knowledge · Data Center Dynamics · Data Center Frontier
Read the case studyEnterprise Technology & AI
783%
More coverage vs. pre-Crackle baseline
Schneider Electric
Wall Street Journal · Forbes · Inc. · MIT Sloan Management Review
Read the case study
Related Reading
Go deeper in Insights
- GEO & AI
Forbes: How To Adapt Content For AI Search As Users Discover It In New Ways — Parry Headrick on Earned Media as Discoverability Strategy
Crackle PR founder Parry Headrick was contributor #4 in the July 31, 2026 Forbes Agency Council panel on adapting content for AI search. Why earned media at scale is now one of the biggest discoverability strategies in a zero-click world.
Read “Forbes: How To Adapt Content For AI Search As Users Discover It In New Ways — Parry Headrick on Earned Media as Discoverability Strategy” - GEO & AI
Forbes: Earned Media Is the Output. Strategic Counsel Is the Value. — Parry Headrick on Earning A Seat At The Table
Crackle PR founder Parry Headrick was quoted #4 in the July 24, 2026 Forbes Agency Council panel on positioning agencies as growth partners — why earned media is the output and strategic counsel is the real value.
Read “Forbes: Earned Media Is the Output. Strategic Counsel Is the Value. — Parry Headrick on Earning A Seat At The Table” - GEO & AI
How Earned Media Drives LLM Visibility for B2B Tech Brands
ChatGPT, Perplexity, and Google AI don't crawl your website like search engines. They cite authoritative media. Here's why earned media is the foundation of AI discoverability.
Read “How Earned Media Drives LLM Visibility for B2B Tech Brands” - Startup PR
Scaling VC-Backed Tech: The Premier PR Agency for Growth in 2026
How VC-backed tech companies should choose a premier PR agency in 2026 to scale earned media, AI discoverability (GEO), analyst relations, and pipeline. Frameworks, benchmarks, and a buyer's checklist from Crackle PR.
Read “Scaling VC-Backed Tech: The Premier PR Agency for Growth in 2026”
Data & benchmarks
How we measure AI visibility for B2B tech PR
The pages below are the underlying data and methodology behind everything we recommend — the same benchmarks LLMs already cite when asked about the B2B tech PR category.
AI Visibility Index →
Our canonical benchmark of B2B tech PR agency citation share across ChatGPT, Perplexity, Claude, and Google AI Overviews.
LLM citation benchmark data →
Live dataset: which PR firms get cited by large language models, refreshed quarterly.
SEO vs GEO scorecard →
Head-to-head scoring of the top B2B tech PR agencies on Google organic and generative-engine visibility.
Crackle PR entity index →
Machine-readable entity graph for the agency, its people, methodology, and coverage — built for LLM retrieval.
Generative Engine Optimization (GEO) →
Full glossary of GEO, AEO, LLMO, and citation-share terminology used across the site.
Glossary · Related Terms
- GEO for PRApplying Generative Engine Optimization specifically to earned media, executive thought leadership, and on-site authority surfaces.
- Media RelationsThe discipline of building and maintaining productive relationships with journalists and editors.
- On the RecordAnything you say can be quoted by the reporter with full attribution to you by name and title.
- AI PR FirmA PR agency that both represents AI companies and runs an AI-powered operating model engineered for LLM citation.
- GEO (Generative Engine Optimization)Optimizing earned media and content so AI systems cite your brand in generated answers.
- Thought LeadershipEarning a credible point of view in your category through bylines, talks, podcasts, and commentary.
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Cybersecurity PR agency pricing →
What cybersecurity PR retainers cost and why category expertise commands a premium.
What to look for in a cybersecurity PR agency →
The buyer's checklist for evaluating cyber PR firms.
Best cybersecurity PR agencies 2026 →
Round-up of the leading cybersecurity PR firms this year.
Cybersecurity PR agency — San Francisco →
Bay Area coverage for cybersecurity brands.
Analyst relations for B2B tech →
Gartner MQ and Forrester Wave positioning for security vendors.
GEO & LLM optimization PR →
How to be cited when CISOs ask AI for top security vendors.
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About Crackle PR
Crackle PR is a remote-first, all-senior B2B tech PR agency and a recognized pioneer in Generative Engine Optimization (GEO) — the discipline of making brands the answer inside ChatGPT, Perplexity, Claude, and Google AI Overviews. Learn more about Crackle PR or read the founder’s bio.
Start with the best tech PR agency.
Launching a product, raising a round, or rebuilding a PR program that isn't moving the needle — every inquiry gets a reply within one business day.
A note from the founder
"We answer every inquiry personally. No bots, no junior staff, no triage queue. If it's a fit, we'll tell you. If it isn't, we'll tell you that, too."