Every summer, thousands of security researchers, hackers, government officials, and CISOs descend on Mandalay Bay in Las Vegas for Black Hat, one of the industry’s most storied and influential events. As cyber PR pros, this is one of your best opportunities to roll the dice and score big with key decision-makers, influential reporters, and new media.
While it may close the annual cybersecurity conference circuit alongside RSA, Black Hat stands in sharp contrast to its San Francisco counterpart. Where RSA leans into policy, industry collaborations, and vendor showcases, Black Hat is where the real technical deep-dives happen, and where zero-day exploits often make their public debut.
If you're heading to Black Hat this year, here are some useful tips for maximizing your presence, hitting the jackpot with your strategy, and making a meaningful impact at the show.
Your Press Pass to the Strip: Who’s Covering Black Hat
Black Hat focuses heavily on new research, emerging threats, groundbreaking AI developments, nation-state actors, and zero-day vulnerabilities. As such, journalists in attendance tend to prioritize writing for technical, trade, or niche publications aimed at security leaders seeking deep, research-driven insights or timely stories on vulnerabilities, new tools, and threats. Security-focused journalists from top business publications also occasionally attend, but they focus more on covering any net new research from the event.
For example, Bob McMillan of The Wall Street Journal is a frequent attendee of Black Hat, as his reporting often digs into in-depth research and groundbreaking intel. In contrast, James Rundle, also of The Wall Street Journal, typically does not attend, as his coverage focuses more on the business side of cybersecurity and less on the latest hack.
Having that understanding of the types of reporters who attend Black Hat is key when deciding which spokespeople to send. In our experience, journalists attending Black Hat tend to prioritize discussions with CISOs, CTOs, security researchers, or others who can provide genuine expertise on the trends discussed on the show floor. While there is still an appetite for CEO-level conversations on the business side of security — technical research is king.
Playing the turn at DEF CON
DEF CON, held immediately after Black Hat in Vegas, is a key part of the Black Hat strategy puzzle, as some reporters skip the earlier part of the week to focus on DEF CON instead. That said, media outlets that focus on DEF CON tend to have a strong interest in hacking culture and ethics. DEF CON is not the time or place to launch a new product or marketing campaign, and efforts to connect with media on those topics will fall flat.
Yes, many reporters who attend Black Hat also visit DEF CON, but in recent years, reporters, like Sam Sabin of Axios, prefer attending DEF CON. With reporters in Vegas at different times throughout the week, it's crucial to plan your executive’s schedule strategically to align with these moving variables.
Strengthening Media Relationships at Black Hat
Events like Black Hat are a great chance to build meaningful, long-term relationships with your priority media. But to make it count, you’ll need ample preparation, a strong strategy, and spokespeople who align with what journalists care about.
- Understand the Media’s Focus Areas
To get the most out of your limited time with a reporter, make sure you're speaking their language. Send thought leaders ready to discuss the hottest industry trends or provide new data relevant to the broader landscape. For instance, Sean Michael Kerner prioritizes opportunities to dive into the nitty gritty about the industry’s latest research versus hosting vendor conversations. A handful of trends that are top of mind for reporters on-site this year include the double-edged sword of AI, national policy, and threat modeling.
- Think Critically About Product Launches
Just because there's a conference doesn't mean it's the right time to announce a new product. Instead of pushing product news and playing marketing buzzword bingo, release threat research that hits on trending topics in the industry to move the needle. Give reporters a heads up on what you have to say by providing narrative previews — they’ll appreciate the chance to review it before they’re bogged down with news during the show. Many reporters are open to previewing keynote presentations in advance, such as Arielle Waldman at Dark Reading, who is actively scheduling meetings now. Others are willing to meet virtually beforehand to make their schedules at the show more manageable.
- Thinking Beyond the Show Floor
Many of the most meaningful conversations at Black Hat happen at the sidelines of the show floor at lounges, parties, or even over casual coffee chats. Think beyond the event to host more authentic conversations that provide a break from the chaotic trade show environment. Meet reporters where they are, rather than expecting them to come to you, and be flexible to their needs.
Dialing Up Your New Media Engagement
Thinking beyond the traditional security trades and business publications of the world, it’s also important to prioritize on-site opportunities with new forms of media, such as podcasts, live streams, and influencers.. While traditional outlets remain influential, new and emerging formats can provide your business with the opportunity to amplify its reach, connecting you to new audiences that might otherwise not engage with traditional news outlets.
Sure, having podcasters and influencers at the show isn’t exactly “new,” but as PR pros, you may not have considered them “new media” until now. The popularity of these channels has increased exponentially in recent years, and the ways your target audiences consume media have evolved.
For example, several podcast hosts like Robert Vamosi from the Error Code Podcast, Joel Witts from Expert Insights, G Mark Hardy from CISO Tradecraft, and Shilpi Bhattacharjee from the Cloud Security Podcast will be on the ground at the conference. They’ll even have recording booths set up, ready to facilitate dynamic conversations with experts and share them with a larger audience. Robert is actively accepting meetings with spokespeople who can discuss security within our critical infrastructures, with the option to record via Zoom in advance of the conference or on-site.
The convenience, accessibility, and often low barrier to entry of these “new” media opportunities signify that you should not discount their impact or relevance in your media strategies ahead of Black Hat.
Insights into Action
A bold, strategic, and creative communications approach is key to standing out at cybersecurity trade shows like Black Hat. We’ll help elevate your brand, strengthen your media relations, and drive business growth with a strategy built for success. Let’s make it happen.
Contact us today to explore our personalized, results-driven approach.
