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Recently, we hosted a cybersecurity edition of our popular Tech Trends Lates series, bringing together industry thought leaders and an engaged audience to discuss the evolving cyber landscape and its future. Hosted by our very own Michael Bartley, the event featured an insightful panel comprising Parmy Olson (Technology Columnist, Bloomberg), Saj Huq (CCO, Plexal), Andrew Rose (CSO, SoSafe), and Jake Moore (Global Security Advisor, ESET). The discussion covered the learnings from major cybersecurity incidents in 2024, predictions for 2025, and how brands can effectively navigate and differentiate themselves in this critical space.
A key focus of the discussion was the learning curve associated with cybersecurity incidents, exemplified by recent breaches, which highlight the fragility of interconnected digital ecosystems. These events disrupt many businesses and underscore the criticality of resilience in cybersecurity strategies. Big incidents also raise important questions about the consolidation of cloud service providers, with dominant players like Microsoft and AWS shaping the broader infrastructure.
The media’s mass coverage of such events this year has fuelled public interest, with the need for clarity in how organisations communicate impacts and solutions being noted by the panel. Transparency and proactivity are essential, as is building resilience in systems and public trust.
Looking ahead, artificial intelligence is poised to both challenge and redefine cybersecurity. While fears about AI-powered attacks remain speculative, its role in phishing and misinformation campaigns is a concrete concern. The panellists highlighted how AI enables cybercriminals to scale attacks, personalising phishing attempts to an unprecedented degree.
Yet AI isn’t just a threat; it also enhances defensive capabilities. Emerging projects, including collaborations between institutions like the National Cyber Security Centre and the Alan Turing Institute, are exploring AI’s dual-edged potential. While AI accelerates certain risks, it also offers opportunities to innovate and outpace adversaries.
Beyond AI, deepfakes are set to play a larger role in cyber deception. With their rapid evolution, managing the use of these technologies will require both technical safeguards and ethical vigilance.
In a saturated market, cybersecurity brands must work harder than ever to distinguish themselves. There is value in offering unique, actionable insights over self-promotion. Journalists prefer concise pitches with clear solutions and evidence-backed claims.
A key message from the discussion was building trust is central to effective communication. Companies that focus on human factors—often the weakest link in cybersecurity — while transparently addressing vulnerabilities can establish a more relatable and trusted presence. Strong storytelling, centred on real-world examples, remains one of the most effective ways to resonate with media and audiences alike.
When incidents occur, public perception hinges on how organisations handle them. The panel shared examples of brands that have turned crises into opportunities for trust-building through honesty and swift action. Transport for London‘s transparent handling of a cybersecurity issue was praised as a case where proactive communication helped maintain public confidence.
Similarly, the debate covered the growing societal tolerance for cybersecurity outages, provided organisations demonstrate accountability and clarity in their responses. By fostering a culture of transparency, brands can mitigate the reputational damage often accompanying breaches.
Heading into 2025, cybersecurity businesses must prioritise clear, transparent, and solution-focused communication to navigate the rapidly evolving landscape. Trust and clarity will define success, with effective messaging critical to building thought leadership and maintaining public confidence.
Rather than merely promoting products, brands should focus on delivering valuable insights and relatable human stories that resonate with media and stakeholders. Transparency during incidents—paired with concise, solution-oriented responses—will help organisations foster trust and stand out in a crowded market.
Proactive PR strategies, including robust crisis plans and consistent media engagement, will ensure brands stay ahead of the narrative. By simplifying complex issues and demonstrating resilience, cybersecurity businesses can position themselves as trusted leaders. In 2025, the ability to communicate effectively will be as crucial as developing innovative solutions in shaping public perception and driving success.
We are consistently working with our clients to navigate the impact of the trends taking shape, helping the brands transforming the world tell unforgettable stories. If you’d like to talk to us about how we can put our BETTER STORIES BIGGER IMPACT approach to work for you, get in touch!
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