Cybersecurity PR in Action: How Medium-Sized Brands Are Leading the Charge

As cyber threats become more frequent and sophisticated, the ability to effectively communicate a brand’s cybersecurity efforts is essential. In this digital-first world, every organization—regardless of size—faces the risk of a security breach. While large corporations often have deep pockets to handle cybersecurity communications, medium-sized brands have to be more creative and strategic in managing public relations around cybersecurity.

Interestingly, some of the most successful cybersecurity PR campaigns today are coming from medium-sized companies that understand the delicate balance between proactive communication, transparency, and customer trust. These companies recognize that cybersecurity is not just an IT issue; it’s a business-critical concern that can define brand reputation.

In this op-ed, we’ll explore how medium-sized brands have succeeded in cybersecurity PR, establishing themselves as leaders in both technology and customer care.

1. Acme FinTech: Building Trust Through Transparency

Acme FinTech, a rapidly growing provider of software solutions for small and medium-sized financial services firms, has established itself as a true leader in cybersecurity communication. The company’s commitment to cybersecurity extends beyond compliance and protection protocols; they’ve made it a central theme of their public relations efforts.

What sets Acme apart is its transparent approach to communicating its cybersecurity measures. Acme FinTech, despite being a mid-sized player in the highly regulated financial services industry, has gone above and beyond what many larger firms do to maintain open communication with clients about cybersecurity. Instead of keeping security measures behind closed doors, Acme proactively educates its customers and partners about the robust cybersecurity infrastructure it employs.

One of the ways Acme does this is through regular, easily digestible security updates on its website and social media platforms. These updates cover everything from new encryption protocols and the deployment of additional firewalls to external audits and certification processes. For example, in one blog post, Acme’s Chief Security Officer (CSO) detailed the company’s multi-layered approach to cybersecurity, explaining how each layer protects client data. By explaining the ‘why’ and the ‘how,’ Acme builds customer confidence and establishes itself as a thought leader in the space.

Furthermore, Acme FinTech hosts regular webinars with cybersecurity experts where clients can ask questions, share concerns, and learn about emerging threats. These events allow the company to show its commitment to cybersecurity in a more personal, interactive way, while also addressing any client concerns directly. By fostering such an open dialogue with its customer base, Acme FinTech cultivates a strong sense of trust.

Rather than waiting for a breach to force its hand, Acme has created a culture of proactive cybersecurity communication. This strategy has paid off in customer loyalty, with the company seeing a consistent rise in contract renewals and new business growth.

2. Robyn Healthcare: Turning Challenges Into Opportunities

Robyn Healthcare, a mid-sized company providing digital health solutions to private practices and clinics, faced a daunting challenge in 2020: a security incident that compromised user data. While no system is immune from attacks, the way Robyn handled the breach—and communicated about it—set a new standard for medium-sized businesses in the healthcare sector.

Upon discovering the breach, Robyn immediately activated its crisis communication plan. Instead of downplaying the incident or pushing it under the rug, Robyn’s leadership took full responsibility, immediately issuing a public statement outlining the situation and what steps they were taking to secure the system. Within 24 hours, the company notified affected clients and worked closely with external cybersecurity experts to investigate the breach and prevent future incidents.

But where Robyn truly shined was in its transparency and long-term approach to cybersecurity PR. Rather than issuing a generic apology, Robyn’s CEO recorded a personal video message explaining the breach in plain language, emphasizing the company’s dedication to customer security and privacy. This approach humanized the company, building trust with customers who might have otherwise been concerned about the long-term security of their data.

After the breach was resolved, Robyn launched an ongoing cybersecurity education campaign aimed at both existing customers and potential clients. They created a series of informational resources—including guides, videos, and case studies—on how to protect sensitive data and implement best practices in cybersecurity. They also hosted a series of online workshops to help customers strengthen their own cybersecurity postures, with practical advice and live Q&A sessions.

This commitment to post-breach communication, education, and transparency turned a potentially reputation-damaging event into a growth opportunity. Robyn’s handling of the situation demonstrated to its customers that cybersecurity wasn’t just a priority—it was central to its mission as a healthcare provider. Despite the breach, Robyn has continued to see steady growth, with many customers noting that their proactive response strengthened their loyalty.

3. UpCycleTech: Using Cybersecurity as a Selling Point

UpCycleTech, a mid-sized tech company specializing in sustainable electronic products, has cleverly used its commitment to cybersecurity as a key differentiator in a crowded marketplace. The company recognized early on that as a business selling products online, it was vital to protect both customer and operational data. But rather than viewing cybersecurity as a mere protective measure, UpCycleTech turned it into an integral part of its brand story.

Cybersecurity was one of the primary pillars in UpCycleTech’s marketing materials. Instead of just discussing their eco-friendly products and sustainability efforts, the company also emphasized its investment in data security. On their website, they have a dedicated cybersecurity page that provides an overview of the security measures they have in place to protect customer data—particularly payment and shipping information.

But what truly distinguishes UpCycleTech is how they’ve integrated cybersecurity into their product offerings. In their product descriptions, they highlight the secure payment gateway options and the multi-layered security protocols implemented in their smart devices. For example, in the case of their eco-friendly smart thermostats, the company specifically calls out the use of encrypted communications between devices to prevent hackers from gaining unauthorized access.

UpCycleTech’s approach goes beyond traditional PR by offering its customers peace of mind with every purchase. The company also runs a quarterly cybersecurity audit, which it makes public, along with a summary of the results. This ongoing openness helps solidify UpCycleTech’s reputation as a brand that takes security seriously—an essential trait for building trust with a customer base that values both technology and ethical business practices.

Moreover, UpCycleTech has built a security-first culture that extends to its employees and partners. Regular training sessions on recognizing phishing attempts, social engineering attacks, and data security protocols are mandatory for everyone in the company. This ensures that the company is not just secure from a technical standpoint but also well-prepared to address human vulnerabilities, which are often the most significant threat in any organization.

UpCycleTech has effectively communicated to its customers that cybersecurity isn’t a cost or an afterthought—it’s integral to the entire brand experience. This has created a strong brand loyalty and set the company apart as a cybersecurity-conscious, customer-first business.

Key Takeaways for Medium-Sized Brands

The success stories of Acme FinTech, Robyn Healthcare, and UpCycleTech demonstrate the power of thoughtful, strategic cybersecurity PR in medium-sized companies. These businesses have shown that even with limited resources, effective cybersecurity communication is not only possible but can also act as a major differentiator in the market.

For medium-sized brands looking to implement or refine their cybersecurity PR strategies, here are a few key takeaways:

1. Transparency is Key: Customers are more likely to trust companies that are open about their cybersecurity efforts. Whether it’s through regular updates, blog posts, or detailed security pages, transparency helps build credibility and trust.
2. Leverage Crisis Communication: If an incident does occur, treat it as an opportunity to demonstrate leadership. A swift, clear, and transparent response can transform a potentially damaging situation into a testament to your company’s commitment to security and customer care.
3. Educate Your Customers: A proactive cybersecurity education campaign—through guides, webinars, or resources—can empower your customers and foster trust. When customers know you’re invested in their security, they’ll be more likely to stick around.
4. Integrate Cybersecurity Into Your Brand Story: Cybersecurity shouldn’t be an afterthought. Make it an integral part of your brand message, and emphasize your commitment to security in your marketing and communications. This helps build a long-term relationship with customers.
5. Security First, Always: Keep in mind that cybersecurity is not just about technology; it’s about people and processes as well. Regular employee training, awareness programs, and third-party audits are essential to maintaining a culture of security throughout your company.

By making cybersecurity a core part of their brand identity, these medium-sized companies have not only protected their data but have also used their security measures to strengthen their relationships with customers and create new opportunities for growth. In an age where trust is more important than ever, companies that prioritize cybersecurity in their PR efforts will continue to thrive in an increasingly complex digital landscape.