From code to credibility: How to master cybersecurity communications

For cybersecurity companies operating in South Africa’s diverse market, establishing credibility requires more than technical excellence - it demands a sophisticated approach to communications that bridges complex security concepts with practical business value.

“The cybersecurity sector presents unique communications challenges,” explains Ronelle Bester, founder and account director at Red Ribbon Communications. “Companies must show a deep technical expertise while making complex security concepts accessible to business leaders who ultimately make the purchasing decisions.”

This balance becomes particularly crucial for international cybersecurity companies entering the South African market. While global expertise provides a firm foundation, success often hinges on understanding local market dynamics and communication preferences.

“We’ve observed that successful cybersecurity companies in South Africa excel at translating their technical capabilities into meaningful business outcomes,” notes Bester. “This requires carefully crafted content that resonates across diverse audience segments, from IT professionals to C-suite executives. Additionally, it's important to consider local nuances and tailor the content to specific regional or cultural contexts.”

Strategic content development

Effective cybersecurity communication extends beyond traditional PR tactics. Through strategic content development, including white papers, research reports, and thought leadership pieces, security providers can establish themselves as authoritative voices in the sector.

“LinkedIn has emerged as a critical platform for cybersecurity leaders,” Bester points out. “We’ve seen executives significantly enhance their market presence through strategic content sharing and meaningful engagement with industry stakeholders. This proves valuable for international companies establishing their presence in South Africa.”

Crisis management capabilities

Crisis management capabilities remain paramount in the cybersecurity sector. “When security incidents occur, swift and transparent communication becomes essential,” explains Bester. “We help our clients develop comprehensive crisis communication frameworks that address both technical incidents and broader market challenges while maintaining stakeholder trust.”

For cybersecurity companies expanding into African markets, establishing a strong regional presence proves essential. This includes adapting messaging for different African markets while maintaining consistent brand positioning.

“Success in cybersecurity PR isn’t measured solely through coverage metrics,” Bester emphasises. “The real measure lies in meaningful business impact—enhanced market presence, increased stakeholder trust, and strengthened industry authority.”

The agency’s experience suggests that the most effective partnerships combine deep industry knowledge with proven PR capabilities, ensuring security providers can communicate their value proposition effectively across diverse audience segments.

“Whether expanding into African markets or strengthening local market presence, cybersecurity companies need more than just technical excellence,” Bester concludes. “They need strategic communications partners who understand both the technical complexity of their solutions and the nuanced communication requirements of the South African market.”