By Conor Heslin, senior account executive at Eskenzi PR


As someone working at a PR agency who are deeply embedded in the cybersecurity sector, I’ve been provided with a window into an industry which, for the large part is hidden from public view. When the general public think of cybersecurity, a good portion of them still think of unsuspecting companies being targeted by hackers in hoodies in darkened rooms. What they don’t think of are the teams of dedicated security professionals who aren’t stealing credentials, or hacking into networks, but are stopping the bad guys from doing so! So, if you’re a young graduate in a STEM subject reading this, and don’t know a lot about cybersecurity career opportunities, this should help to explain why it’s such an interesting career choice.

  1. It’s well paid!

One of the most important things to consider when starting any new job is of course the salary. According to graduate jobs and work experience website Prospects, starting salaries for cybersecurity analysts start between £25-35,000. Within several years, the salary can be expected to rise to £50,000, with leadership and management roles receiving in excess of £75,000. Not half bad!

  1. There’s plenty of jobs to go around

As it stands, the cybersecurity industry is desperate for talented employees to fill all of the necessary positions. As more and more companies, organisations and even nations begin to take cybersecurity more seriously, the need for staff continues to go through the roof. An estimated 3.5 million security jobs will be unfilled by 2021 according to one prediction. While this is bad news for employers, it’s good news for potential employees!

  1. The industry is incredibly accepting of neurodiversity

While this is not a reason that will apply to everyone, it’s still an incredibly important one. Neurodiverse individuals, particularly those on the autistic spectrum often struggle to find any kind of work, let alone work which celebrates their differences; this is not the case in the cybersecurity world. According to the Disability Horizons website, people with a forensically keen eye for detail (such as those across the autistic spectrum) and those who have the ability for hours of intense focus are perfectly suited to careers in cyber.

  1. You’re on the front-line of a brave (and sometimes terrifying) new world

Cybersecurity seems to be gaining more and more influence over our lives by the day. Whether it’s phishing or malware leading to the mega data breaches we’ve seen over the last few years, connected devices expanding at an alarming rate, or hostile governments engaging in campaigns of fake news, cybersecurity exerts a significant amount of influence on life in 2018. Working in the sector allows you for a chance to be at the coal face of this seismically important industry!

For more information on some of the fantastic companies who operate in the cybersecurity space, please visit


Melanie Johnson, Account Director – Eskenzi PR

The whole communications industry is changing at a rapid rate, and for a long time now the PR industry has debated whether the traditional press release is dead.

In today’s fast paced world, people are consuming news in a different way, and this is the same for how journalists pick-up stories. Nobody has time to read through a page and half press release about a product announcement or company update, so as an industry we need to look at how we are sending that news out and how people are consuming stories.

Content, content, content


Content is king, that is a very cliché saying but it’s true. What you write in your press release has to be of interest to the journalist, their readers and the industry. Just talking about the new features or widgets of your company’s latest product won’t get covered in those top tier publications (unless you’re Apple),but talking about the challenges and issues it helps the end user resolve will. People want to know why they should buy that specific product and how it will support them in their drive to be successful.

Think about unique research too. To support your story, try and compile some industry research that offers knowledge to the reader. For example, stats on industry issues, how many people are targeted by hackers or how much money is lost etc. It creates a talking point and then you can follow with how your company can help with those issues.

We all know momentum releases are there to keep shareholders happy, but bear in mind, people don’t like reading a story about a company blowing its own trumpet. So, make sure you have a good story to tell, and not just that you’re opening another office in San Francisco.

Tailor news


One thing that will get your news noticed by journalists is if you tailor the news to the publication and its readers. For example, a financial title will want to know numbers, so make sure you have these if pitching your press release to the FT.

Also, take time to get to know the journalists you’re pitching to. Read what they write, follow them on social media to see what makes them tick, and try to find out what will get their attention. Unfortunately, in today’s world a one press release fits all approach no longer works. In fact, some journalists like pitches via Twitter which means you only have a few characters to get your pitch across. And that point leads me nicely onto…

Different platforms


The rise of social media now means you have to split your press release up to different formats for Twitter, LinkedIn, Instagram and Facebook. Also, it means that your target to get your news our there may no longer be just journalists, but ‘influencers’ too. Always prepare these social media updates along with the press release to make sure you get them right. You could look at creating a blog/article for LinkedIn rather than just pasting you press release.

Be controversial


Why not be a little ‘out there’. Say something different in the press release that will get people talking, but not too controversial to cause issues.

So, is the press release dead? I think not, but the way the communications industry approaches drafting that release and the way it is shared must change.

It is still a vital tool to make sure the company, its spokespeople and press targets understand key messages around an announcement, but once it has been finalised, it does need to be broken down into various forms to spread the news and gain interest.

As we all know PR is changing and so must the traditional tools we used.

By Yvonne Eskenzi, co-founder and director of Eskenzi PR


Three years ago, I thought it would be a great idea to run a week totally dedicated to cyber-security awareness as part of European Cyber Security Awareness Month.  Since then, Security Serious Week has developed into a series of fun, entertaining, informative events that get the industry together and, at the same time, educate those that aren’t necessarily from our industry but want to learn how to become more security savvy.


This year, it kicked off on 1st October with a flash mob in Trinity Square Gardens which had over 70 companies offering their one-liner tip on how to become more security savvy in 10 words or less.  Canon UK, who is a great supporter of the Week, printed each slogan on a huge canvas for each company to hold up as part of the flash mob. We had a whole wealth of supporters from Government departments such as the Department of Culture,  Media and Sport, ActionFraud and The Home Office through to Police constabularies from Bedfordshire to the City of London. Companies such as Publicis Groupe and Channel 4 attended with lawyers from Cordery and Cooley, as well as representatives from large cyber-security vendors from the very biggest to the very smallest.  Mimecast then kindly invited everyone to the pub for pizza where there was more pizza than we could ever have eaten in a week – so we all ended up eating it for days after; and let me tell you, heated up pizza in a frying pan is something else!!


What scares me is, like a mad woman, I then decided to hold our third Security Serious Unsung Heroes Awards on Wednesday 3rd, where we ended up having queues of people waiting to get into our “piss up in a brewery” party – with over 200 people attending.  Eskenzi does love to hold a party, especially if it means loads of wonderful food and drink; and this really was a party to be remembered. What’s more, everyone got to circulate, meet new contacts and do business at a very high level.  I’m a true believer that’s how business is done, over mini fish and chips, pork sausages and a gin and tonic.  Honestly, the real reason for holding these awards was in protest to all those horrid award ceremonies I’ve been subjected to over the years where I’ve had to pay exorbitant amounts to sit next to dreadfully boring people and clap unwillingly for vendors who have paid to win.  We all know what a farce they are, so the idea of these awards is to celebrate the very people who do the work at the coalface, not products but people who work tirelessly behind the scenes protecting our systems and workforce.


The awards were over in 30 minutes and (pretty self-deprecating), with a little heckling with wine or beer on tap so no one got bored. There is nothing more wonderful than presenting the winners and runner-ups with huge silver trophies (that they can keep) and watching them come onto the stage with great pride and joy!! Now that’s what these awards are all about. The winners’ names can be found at


As if two events aren’t enough to keep us busy during the week – we then decided to issue our Hacker Tales – Bedtime Stories – a series of short fictional stories to make your hair stand on end, to scare you into taking security seriously.  They’re like a wake-up call to do something about your own security with over a dozen short stories and helpful hints and tips at the end.  The book is free to download from  If you would like to contribute to the next edition which will be coming out in January, then all you need to do is submit up to 1500 words on a scary scenario and make it riveting and exciting.  Send it to


We’ll be doing Security Serious Week again next October and always looking for fun ideas to get the industry together, so if you have any just let me know or if you would like to sponsor the awards we’d be delighted to have you on board.

By Lara Lackie, Account Director at Eskenzi PR


One of our main goals as a PR professional is to secure press coverage for our clients, but reporters are busier than ever before thanks to the never-ending news cycle.

Since the dawning of the social media age, consumers expect news in real-time, which means journalists are inundated with emails, press releases and phone calls all day, every day. With so many people vying for their attention, you need to build strong relationships with the media and make sure your pitches are on point, as well as crafting attention-grabbing email headers to make them want to even open your email in the first place!

I’ve lost count of how many pitches I’ve sent to reporters over the years, but you learn pretty darn quickly that blanket emails or non-relevant pitches won’t get you anywhere. Here are a few tips and tricks for pitching media, which will not only help secure meaningful coverage for your clients but will also help cement a great working relationship with reporters.

Research is Key


Before even thinking about drafting your pitch, it’s worth refining a media list and working out which reporters will be interested in your story. A good way to do this is by conducting some desk research using a tool such as Meltwater. You can run an influencer search using keywords, which will help you discover reporters who have written on a specific topic. You can then tailor your pitch exclusively for them.

Keep in mind the type of media outlet you’re contacting. National newspaper journalists are often up against very hard deadlines, so think carefully about how and when to reach out to them.

Speaking to a reporter on the phone gives you more leverage to be persuasive and sell in your story. However, it seems to be that more and more journalists don’t want to be called by PR folks, so find out how the reporters you’re pitching like to be contacted. Resources such as Cision will flag whether a journalist prefers emailed pitches vs. being called on the phone. Some even specify contacting them on Twitter, so you then need to contend with condensing your pitch into 240 characters or less!

Make it Personal


Never take a one-size-fits-all approach to media pitching and sending out a mass email is a big no-no. Spend time developing different angles for different reporters.

Once you’ve determined the angle for each outlet or journalist, it’s time to put the research you compiled to work to further personalise your pitch. Let them know why you’re reaching out to them specifically. This is a great time to reference works they’ve published that led you to believe they’d be interested in your story. You’ve committed time to do research — make that clear to them.

Make it Easy for Them


As previously mentioned, journalists are very busy, so you need to make sure that your story is an easy win for them. This comes back to doing your research beforehand. If you’ve narrowed down your pitching pool, consider offering your story as an exclusive to the outlet that would be the most interested in your news.

Cultivate and Maintain Your Relationships


Contacting the journalists and influencers you already know well (and that already like you) is much easier than going in cold, which is why it’s so important you get to know the reporters that make sense for your clients. If you only reach out when you want coverage, that will be obvious, and they’ll probably start to ignore you.

Remember to not hassle them! Send your pitch once and, if you think your story is strong, try them again. If they haven’t responded after two rounds of communication, they’re likely not interested and pinging them a third time is a no-no.

Feed these relationships by staying in contact, and when you do receive coverage, always post them across your social media channels, mentioning the reporter in your post.

Do the journalists you’re trying to reach take time out of the office for meetings with CEOs or other spokespeople? Possibly not. But it’s important to know and cultivate those that do.

As a PR person, you can offer to take journalists out for coffee or lunch – this will give you a great opportunity to quiz them about what they’re working on over the next few months.

A well-crafted pitch requires hard work on your end, but the resulting coverage you secure will speak volumes. By doing your homework, being thorough and taking a personalised approach, the media will appreciate your efforts.

Even if your pitches don’t always land, you’ll develop stronger media relationships that will help you secure quality media placements down the road.

By Melanie Johnson, account director at Eskenzi PR


Video is a much more convenient medium to absorb a message. Nowadays, people lack the time to sit down and read articles on the way to work or at lunch, but you regularly see commuters on a busy train watching a video.

Rather than ploughing through 500 words or more of mundane content, people want a short snappy video that clearly demonstrates what the ‘brand’ or company is wanting to say or trying to portray to the potential customer or even an engaged user without much effort. Video also allows the viewer to see the product or service being used in a real-life situation or an environment they are familiar with.

Done right, creating a video can have a massive impact on engagement from costumers and potential clients, plus separate a company from its competitors, but how does one go around creating an effective and engaging video? Below are some top tips for getting that video right:

Start strong


Your video needs to grab the attention of someone when they are scrolling through Twitter or browsing LinkedIn quickly. This means you need to start strong. Make sure your video opens with a breath-taking moving image or provocative statement, one that takes the viewer back to keep their attention and wanting to see more. This could be taking a look at the challenges your customers are facing and creating a question asking them if they’ve experienced that problem or creating a video of that situation they can relate to. Grab the viewer straight away and tell them why they should care.

Make it aesthetically pleasing

This is one of my favourite phrases and probably one I repeat too much, but people like to watch things that are pleasing to the eye. Visual story telling helps people to grasp concepts and data far more easily than just words. Add graphics, infographics, footage of real people and customers so they can relate to what you’re trying to tell them.

Keep it short


No one has time for a 15-minute video, or event two-minute one at times. Keep your video short and snappy and keep it flowing with rhyme and pace. Find some music with a steady beat, and why not speed up and change the pace of slow parts of the video. If you feel the video is still too long, why not break it down into a short series. This will not only create shorter videos but more content that can be shared over a longer period of time.

Get them thinking and wanting more


If the viewer has lasted to the end of the video, you’ve got them hooked but how do you keep them engaged for the next video? This is there you need to drive home that part about ‘why they care’.

You could simply create a summary of what you have said or ask them a question to continue thinking about the issue or challenge. For example, “Is ethical hacking actually ethical?” and ask them to leave a comment or share your video. Also, make sure you tell them what the next video will be about, when it will be available and where to find it. Always have a call to action at the end.

Have fun!


I think my last point is just to have fun when you’re making videos. No one is going to watch a video where the presenter, interviewee or subject looks bored or totally unengaged. The only way to overcome this is to make sure everyone involved in the project (or video) is having fun, I mean, if you believe in what you’re talking about, plan well and everyone feels comfortable in what is being produced the ‘fun’ will come across to the viewer. The worst videos out there are of awkward CEOs, CISOs and other board members not enjoying being videoed in front of a company logo.

By Conor Heslin, Senior Account Executive at Eskenzi PR


For years, the PR industry remained largely unchanged. Social media has now moved the goalposts for brands hoping to bolster awareness.

The challenge for PR


In decades gone by, PR was a much more regimented industry. Agencies and PR departments would send out press releases by post to news organisations in the hope that they would find the subject sufficiently interesting to cover. They would chase journalists on the phone, schmooze them over lunch and build relationships the old-fashioned way; face to face. The advent of the Internet and emails changed all of that. Gone were the days of sending out releases in the post, and a new era of instant communication with journalists (and people in general) began. While this changed the tools we use, the aim of PR remained the same – get the journalist’s attention and get the client coverage in the (now-expanded) media.

This all changed in Mark Zuckerberg’s student dorm in Harvard. When Facebook spearheaded the social media revolution, the PR industry was caught at a crossroads. How could they react to the changing media landscape, when the traditional gatekeepers of news (print, broadcast and traditional online mediums) had lost their monopoly, and were now competing with the likes of Facebook, Twitter and LinkedIn. It was in this more crowded marketplace where the PR industry now had to operate, and it is still in the process of figuring out how to do so effectively.

The challenge for cybersecurity


Much like the PR industry, cybersecurity companies are also figuring out how to get ahead in a hugely saturated market. As use of the Internet exploded, and data of all kinds became central to a functioning economy, the cybersecurity market swelled to an unprecedented size, and continues to swell. Spending on information security reached $75 million in 2015, and is reported to reach $170 billion by 2020. This means there are more companies competing for customers on the market than ever before: More reports, more whitepapers, more blogs and more research, all fighting to be heard. How can an up-and-coming cybersecurity company ensure that their voice cuts above the noise?

The solution: Eskenzi Digital

eskenzi digital

Since our inception 23 years ago, Eskenzi PR has prided itself on creating dynamic, creative content for traditional PR campaigns. Contributed articles, blogs and other forms of thought leadership have always been a part of how we bring our client’s stories to the forefront of the industry. It is this degree that has set us apart; content when done badly for traditional PR campaigns ends up lost in the noise, and the same can be said for social content.

Eskenzi’s recently launched Eskenzi Digital initiative aims to help cybersecurity companies cut through the noise. By offering a comprehensive programme of unique, engaging shareable social content, Eskenzi Digital can help emerging and established cybersecurity companies to bolster their social media presence and allowing you to engage with potential customers away from traditional media routes. Podcasts, videos, infographics and blogs can really help to build a brand’s presence online, creating a wealth of instantly recognisable creative content to go alongside traditional marketing and PR strategies. It’s a much noisier world out there these days, but we hope we can help you to be the loudest voice!

To find out more about Eskenzi Digital, visit or email


Rapid Response is an integral part of the PR process and done right, can be a guaranteed coverage provider and share of voice booster. Here’s how you can maximise your efforts and help your client shine above their competitors.

  1. Use the right tools


A great habit is scouting relevant news outlets for breaking news, to make sure you are up to date with all the latest stories. Then, follow this by trawling through social media as the majority of journalists and businesses use these platforms to post requests for comments, new stories or interesting research.

Furthermore, setting up Google Alerts is another great monitoring tool to help notify yourself when certain content hits the internet.

But sometimes the story comes to you. Tools like Response Source are a brilliant way to connect with journalists, publications and other PR people. Journalists using this platform will send out their media requests to anyone connected through this database and at the touch of a button you can instantly interact with them.

It doesn’t matter if it’s a major data breach or a new vulnerability has been discovered, being able see the news breaking as early as possible gives you the best chance to stay ahead of the game.

  1. Identify the Story


Once you have found a relevant story, ensure that you understand it to the best of your ability and recognise why it would be suitable for your client to provide commentary. It’s always great to get a story which is aligned to your client’s areas of focus, however you should also try to pursue the stories which you know will attract a lot of attention, for instance the breach of a well-known retailer, as this is a great way to generate mainstream coverage.

It is also extremely beneficial then to nail down the key topics your client is comfortable speaking on and the areas of expertise of each of their spokesperson – this makes everything more efficient and less time consuming.

  1. Speed is key


If you do receive specific questions from journalists, make sure they are answered in a short, concise manner and are straight to the point. Journalists have a deadline, so they are looking for soundbites that they can easily slot into their article. You can include company messaging where relevant but be aware that there is a chance that it won’t be included in the final piece.

Furthermore, rapid responses must be rapid. It’s in the name. So, unless specified, writing out a 500-word answer should be avoided at all cost as this slows down the process. As a rule of thumb, responses should be no more than 150 words. The sooner your client understands this, the better your chances are of beating the competition and getting the comment published.

If, however, there are no questions, and the story was sent to your client proactively, then ask your spokesperson to identify a gap in the story or a unique angle that may have been missed to help enhance the story.

In terms of speed, unless a journalist has specified, always work to the deadline: ASAP. It’s all about the quick turnaround, especially if it involves a breaking story.

  1. Proofread

25793708 - the phrase always check for spelling errors on a cork notice board

When you receive a comment, don’t get trigger happy and send out to the world, especially without reading it.

Spending a while proofreading the comment will save you hours if not days of having to beg journalists to make edits to their story. This is a sure way of annoying both them and the client so always double check – even if it means getting a third pair of eyes from a member of your team to make sure everything makes sense.

Remember, you are an extension of the client’s PR team and a representative of the company. Lastly, check who will be receiving the comment as there are some journalists that loath rapid responses. Therefore, taking the time to research which journalists prefer this method is paramount. They will greatly appreciate the fact you are not constantly spamming them.

  1. Rolling in the coverage


Getting the above right will go a long way in helping build a positive relationship between the client, the journalists and yourself.

The journalists will begin to trust you and use you as a credible source for commentary. In addition, if your client continuously provides engaging content, their name will become imprinted within the industry which will open the door for further requests.

As a final point, be sure to flag any pieces of coverage to the client to show it is working. They will love you for it!

By James Montague, Account Executive at Eskenzi PR


I started my new role as an Account Executive with Eskenzi PR just over six weeks ago. In that short time, my self-assuredness and understanding of the PR industry and cybersecurity landscape have improved infinitely, and while I could write a duly endless list of things that I have learned and skills that I have developed, for the sake of succinctness (and a catchy title), I thought I’d distil my experience through these six key points.

1.Organisation is key


I’ve always considered myself to be logistically proficient. However, in an unfamiliar professional environment that requires you to meet deadlines and juggle tasks from a variety of clients, being organised and learning how to prioritise effectively can take some getting used to. I have learned that the best way to manage my time effectively, and complete each task to a high standard, is by using and managing desktop Sticky Notes. Establishing a general daily routine has also helped me to optimise and organise my time. A mundane and menial aspect of professional life to some, but vitally important to an Account Executive starting out in PR!

2. Be inquisitive- ask questions and ask for help!


Following the interview process, which involved speaking to Yvonne, Neil and several other members of staff, it became clear that I would be joining a company with inquisitiveness, learning and innovation at its core. To learn about the industry, and quickly assimilate into my role and into the company, I recognised the need to be unabashedly inquisitorial myself. Asking questions and learning about a topic like cybersecurity, which is in constant state of flux and growth, is essential.

3. There’s always something to learn about cybersecurity


This is one of the things that makes working in the field of cybersecurity so interesting. As a burgeoning industry that is having an increasingly effectual and real impact on our world, I’m glad to be in a position that requires me to understand, appreciate and learn about it on a daily basis. Concepts like artificial intelligence and fintech, that were once ostensibly dystopian, abstract and surreal to me, have become concrete, intelligible (most of the time…) and genuinely intriguing.

4. Monitoring the media


In the cybersec PR game, it’s all about monitoring and reacting to breaking stories such as data breaches and supply-chain attacks quickly and astutely so that clients’ opinions, and advice for affected parties, can be disseminated via the right platforms. To be really “on the ball,” monitoring Twitter and checking emails before and after work is a good habit to get into. It also gives me a good incentive to use my commute productively.

5. Time flies when you’re having fun


I was concerned that working in an office environment would lead me to incessant clock- watching and bouts of restlessness from sitting in a chair all day. After six weeks however- the halfway point of my probationary period- I have discovered the opposite to be true. With such a varied and consistent workload, I find that I’m always busy and stimulated, particularly when learning new things. This always reinforces the need to manage time and prioritise effectively. Dare I say it- I wish the working week would slow down a bit…

6. The Eskenzi Culture


As I’ve already alluded to, innovation, evolution and development are built into Eskenzi’s genetic makeup. This pushes the company, our clients, myself and my colleagues to constantly improve and stay ahead of the game. This is epitomised by our most recent venture, Eskenzi Digital, which aims to refresh and modernise online cyber-security content. Tantamount to this is the company’s collaborative culture, which encourages each employee to share creative and strategic ideas and be proactive and conscientious in generating coverage for their clients. As a company with a relatively small number of employees, each of our contributions is vital and measurable. These factors make for a demanding and fulfilling working environment in which development and learning are essential.

I’ve also learned how to write digestible blog content, so I won’t waffle on any longer! Here’s to the next six weeks, which hopefully won’t fly past so quickly…

Let’s face it cyber-security content online isn’t the most imaginative or creative – we’re all sick to death of the stock images of the hoodies and binary pictures – it’s tired, it’s boring and time to shake things up a bit.

So, at Eskenzi Digital we’ve employed Kej Kamani, fresh from Sony Music and before that at the BBC on Radio One producing some crazy stuff for almost a decade.  He’s bringing all that experience to the cyber-security industry to provide some creative content to help companies appear exciting, compelling and most importantly engaging.

To really win in social media it’s got to be on message, sharp, clever, different and varied – at Eskenzi Digital we’re doing this through our KingMaker programme which will make your people stand out amongst the community.

Together we will create true experts in their field that customers, press and stakeholders turn to for pioneering insight, perspective and opinion!

This programme will …

  1. Develop a coherent online presence across all social platforms.
  2. Create shareable, unique and engaging content that projects your company persona.
  3. Build company profiles and personalities through blogs, videos and podcasts.
  4. Grow your online followers and customer engagement.
  5. Make you “THE” company that attracts the best talent out there.
  6. Generate clear monthly reporting showing you the value of the Kingmaker program.


Triumph in the Security Kingdom with our Kingmaker Programme!

If you want more information please contact or call +44 207 1832 832



Jenny Radcliffe – the human lie detector and great friend quoted us in her podcast last week as the company that throws the best parties!!

It’s true we love to hold a party, so when we were asked to host the European Cyber-Security Blogger’s Awards during Infosecurity this year we jumped at the opportunity.  It turned into a crazy, fun-filled, drink fest as people rolled out of the first day of Infosecurity straight into the pub where we were hosting the awards.

There were over 10 awards given to everyone from Troy Hunt, Javvad Malik, Smashing Security, Gossi the Dog and others!  We got the legendary Jack Daniel and Brian Honan who organised most of the awards on stage and basically had a laugh – or should I say a piss up in a brewery!  I’m not sure why we agreed to do the Awards as we also had on that day a press lunch for all our clients and arranged almost 115 press interviews – what were we thinking!  However, it all turned out okay in the end, like I said we love to hold a good party – so if you’d like to get involved next year in the Bloggers awards either nominating the blog you love or get involved as a sponsor we’d love to hear from you.