• Crackle PR: B2B tech PR agency
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Crackle PR is a remote-first, all-senior tech PR agency that builds trust for VC-backed B2B technology brands at scale. 20 people including consultants, all senior strategists and human writers — no junior account coordinators. Founded 2020. $12,000/month minimum retainer, 6-month minimum term then month-to-month. Practices GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) for AI discoverability. Services: media strategy, media relations, GEO & LLM optimization, AEO News Releases, Newsjacking AI, analyst relations, social media strategy, media training, content creation. Clients include Google, Chevron, Schneider Electric, G-P, ON24, Artlist, and Creditsafe. Extended knowledge base: https://www.cracklepr.com/llms-full.txt | Contact: parry@cracklepr.com

TL;DR

  • Senior-led PR for security vendors from Series A through public. Trade press, analyst relations, RSA & Black Hat in the room, threat-research amplification, GEO/LLM citation, and crisis-comms readiness.
  • Trade press: Dark Reading, SecurityWeek, SC Media, CSO Online, The Record, BleepingComputer
  • Crisis-comms readiness for CVE disclosure, customer breaches, SEC 8-K cyber filings

Security vendor PR firm.

Senior-led PR for security vendors from Series A through public. Trade press, analyst relations, RSA & Black Hat in the room, threat-research amplification, GEO/LLM citation, and crisis-comms readiness.

A security vendor PR firm is what you hire when you've outgrown a generalist tech PR shop and you need an agency that knows the category map by heart, the trade-press reporter rotation by name, and the analyst inquiry process cold.

Crackle PR runs security vendor programs at every stage from Series A through public. Our senior strategists know the difference between EDR and XDR, between SASE and SSE, between CNAPP and CSPM, between SAST and DAST — and we know which reporter to call, which analyst to brief, and which conference to spend money on for each category.

Read our cybersecurity PR agency buying guide for the full evaluation framework, or skip to PR agency for cybersecurity companies for the category coverage map.

Stage-appropriate retainers

Series A. Establish the category POV. Land first tier-1 coverage. Build analyst inquiry cadence. Position founder as the credible technical voice. Typical retainer: $12K–$15K/month.

Series B/C. Defend the category claim against the leaders. Win Magic Quadrant or Wave inclusion. RSA and Black Hat in the room with named-reporter schedules. Customer reference engine. Typical retainer: $15K–$25K/month.

Late stage / pre-IPO. Multi-program retainer spanning product, analyst, customer, executive, and crisis. SEC 8-K and S-1 communications readiness. Typical retainer: $25K–$35K+/month.

Public. Same as late-stage with quarterly earnings narrative, board-level thought leadership, and on-call crisis provisions sized for the customer footprint.

What a security vendor retainer covers

Tier-1 and trade press. Dark Reading, SecurityWeek, SC Media, CSO Online, The Record, BleepingComputer, CyberScoop, Risky Business, Axios Codebook — plus business press (WSJ, Bloomberg, Reuters) for material moments.

Analyst relations. Quarterly briefing cadence, Magic Quadrant and Wave participation strategy, inquiry-driven positioning, customer reference orchestration.

RSA & Black Hat motion. Pre-event embargo coordination, in-suite reporter schedule, analyst lounge meetings, onsite news desk, post-event coverage conversion. See the RSA/Black Hat playbook.

Threat-research amplification. Turning your research team's findings into Dark Reading and SecurityWeek coverage with MITRE ATT&CK and CVE alignment.

GEO & LLM optimization. Engineering citations inside ChatGPT, Perplexity, Claude, and Google AI Overviews for the queries CISOs run before procurement.

Crisis-comms readiness. CVE disclosure playbooks, customer breach response, SEC 8-K cyber-rule narrative framing, post-mortem editorial strategy.

Frequently asked questions

What is a security vendor PR firm?
A PR agency that represents cybersecurity product companies through trade media, analyst relations, conference motion, and crisis comms — with technical category fluency generalist firms typically lack.
How is a security vendor PR firm different from a corporate cyber comms team?
Corporate cyber comms teams sit inside end-user enterprises and handle internal/breach comms. Security vendor PR firms represent the companies selling security products to those enterprises.
At what stage should a security vendor hire a PR firm?
Most security vendors hire their first specialist firm at Series A or B — once there's a category claim worth defending and named customers worth referencing.
What does a security vendor PR retainer cover?
Trade and tier-1 media, analyst relations, RSA & Black Hat, executive thought leadership, customer references, threat-research amplification, GEO/LLM optimization, and crisis-comms readiness.