Essential PR Tips for Security Tech Companies
In 2024, the number of major cyberattacks in Italy increased by 15% according to a report by Clusit. 2024 also saw the return of malware as the primary cybersecurity threat in the country.
The causes of this vulnerability are linked to low levels of investment in cybersecurity, the fragmentation of the Italian economic fabric (with a strong prevalence of poorly protected SMEs), and the growing complexity of digital threats, often facilitated by artificial intelligence.
The sectors most affected in 2024 were: government, military, and law enforcement: 13.3% of attacks and healthcare: 13.3% of attacks.
The Italian market then is open to security technology companies, but they need to get the basics right first time. The market comes with its own unique dynamics—especially when it comes to public relations and communications. Based on real-world experience, here are several practical PR tips for security tech companies from Simona Labianca, founder of Shin Communication, our member agency for Italy, to help tech businesses establish a strong presence and gain media traction in Italy.
Target the right industries
As the Clusit report highlights, Italy’s public sector—including government, public administration, and healthcare—is a major target for cybersecurity solutions. However, it’s a tough space to break into. Most opportunities require formal tender processes, and successful suppliers often have entire teams dedicated to responding to public bids.
For newer security entrants, targeting Italian SMEs (small and medium-sized enterprises) may be more fruitful. Again, the Clusit report highlights this market as needing urgent protection. SMEs are often more open to innovation and willing to work with new providers—but they often lack the knowledge of where to find the right tech partners in the first place. That’s where PR and marketing become crucial.
Campaign messaging should focus on investment and not problems
It’s common for customers – banks, government organisations, etc – to shy away from discussing their security measures publicly. But transparency is powerful—end users want to know their data is being handled responsibly. Tech companies should encourage their customers to speak up about their security investments.
Investing in security today should be seen as a proactive, positive decision—not something to be hidden. Security companies must emphasise that spending on security now helps prevent much larger costs in the future. It’s important to frame this as an “investment,” not just an expense.
Be prepared before entering the market
Tech security companies entering Italy—whether from China, India, the Nordics, or other regions—need to come prepared. Success in Italy depends on several foundational steps:
- Understand the language or have local native speakers on the ground
- Define a clear budget
- Learn the local culture and business etiquette
- Build an internal structure to support PR efforts
- Be ready to collaborate with local partners who know the market
- Understand that PR works best when integrated with other marketing disciplines. A well-structured case study, for example, can be placed in the media, then shared via LinkedIn, used as a blog post, or adapted into marketing collateral. With the right preparation and strategic approach, these activities can deliver significant results.
Security is a hot topic across all media
Security is no longer just the domain of IT-focused publications. Today, it resonates across multiple industries, and even mainstream national newspapers now cover cybersecurity stories. Tech companies should keep this in mind when crafting communications—security affects everyone, and media outlets are eager for compelling, accessible stories in this space.
Media placements work—but interviews still happen
In Italy, many editorial departments are small—sometimes just one or two people and this, understandably, restricts the time they have available to conduct interviews or produce original articles. That’s why pre-written articles and thought leadership pieces are so effective (and so helpful to the editorial teams).
If well-prepared, this type of content can be placed across multiple verticals. For example, a security-focused article can be pitched to healthcare, manufacturing, or plastics industry publications if it’s relevant to their readers.
Alternatively, offering an exclusive to one media outlet can also be a strong approach, depending on your goals. Ultimately, it comes down to whether your business is prioritising visibility or targeting high-value, quality placements.
Case studies are powerful tools
Case studies are one of the most effective PR tools—across all sectors, not just security. They’re especially impactful in Italy when offered as exclusives to specific publications. Once published, we can then repackage the case study into a shorter version for wider distribution, such as by a press release or blog post.
This dual-use strategy maximises return on the effort invested in developing the story. However, it’s important to recognise that security-related case studies can be particularly hard to get approved by customers, given the sensitivity of the topic!
Exhibitions are big business in Italy
Despite the rise of digital marketing, exhibitions remain an important channel in Italy and across Europe. Events are still places where professionals network, discuss deals, and build real relationships.
Compared to email campaigns or digital-only strategies, exhibitions offer a more personal connection—and they still lead to meaningful business outcomes.
PR Tips for Security Tech Companies
PR Tips for Security Tech Companies – Italy is a nuanced, exciting market for security tech companies—but it requires thoughtful, localised communication strategies. From security stories and case studies to exhibitions and SME outreach, there are many effective paths to visibility and growth. By investing in strong PR and listening to local expertise, tech brands can make a lasting impact.
You can learn more about Shin in our 3-minute Coffee With interview. Alternatively, if you are a tech company and need help working with Italian media, please do get in touch and signup to our newsletter.
