Going to RSAC in San Francisco? Remember your comfy footwear

By Pat Southwell:

This will be the first time Lynsey and I have attended RSAC, the cybersecurity conference in San Francisco. Despite working with businesses in the sector for years, we’ve never made the trip before.

So, Lynsey asked one of our clients, an RSAC veteran, for some advice ahead of the event in March.

His response? Bring comfy footwear.

Why? Because it’s huge.

What began in 1991 as a small cryptography gathering now attracts tens of thousands of security leaders, engineers, vendors, researchers and policymakers from across the globe.

This year’s big themes include AI in security (where isn’t AI a huge agenda point?), emerging threat trends and the ongoing skills gap.

We’ll be there to support clients and meet our US partner agency, W2. We work with them specifically on cybersecurity briefs, offering a single, seamless PR team spanning the UK and US. You can read about it here.

And while we’re hitting the booths, attending fringe events and making ourselves useful, we’ll also be listening… for complexity. There’s likely to be plenty of it. The industry is full of jargon and in-language.

That’s where we come in.

We’re often appointed when UK PR becomes overly complicated. When companies need to simplify what they’re saying, without dumbing it down. This usually happens once a business has scaled, messaging has evolved quickly, and the narrative has become very US-centric.

So, if you’ve ever started a sentence with, “We have UK PR, but…” or you feel your story has become complex and the message isn’t cutting through like it should, let’s meet.

We’ll make sure your brand is as well known in the UK as it is in the US.

We already work with Armis, having helped prepare it for its sale to ServiceNow. You can read our case study here. We’re also raising awareness in the UK for Netskope. They’re just two of the cybersecurity clients we’ve supported over the years.

Perhaps we can help you too.

And our first piece of advice? Bring comfy shoes to RSAC. It’s huge.