Cracking the RSAC Code:

How to Maximize Your Presence at Cybersecurity’s Biggest Event

With RSAC 2025 just around the corner, cybersecurity brands and their comms teams are gearing up for their industry’s most high-profile event. But as thousands of vendors, thought leaders, and media professionals descend on San Francisco, one thing is clear: simply showing up isn’t enough.

We brought together a panel of top cybersecurity marketing and PR professionals to share their strategies for standing out, engaging attendees, making a lasting impact—both inside and outside the show floor, and even looking into the potential future of RSAC. Our expert panel comprised:

• Caroline Japic, Chief Marketing Officer at NetSPI
• Meredith Corley, Head of Global Security Communications at Cisco
• Michael Rowinski, Director of Marketing Communications at IBM Security

The Super Bowl of Cybersecurity

Rowinski compared RSAC to both the Super Bowl and CES for cybersecurity professionals. Just like a Super Bowl commercial for a consumer brand, a big presence at RSAC is expensive, but there can be tremendous value in engaging in conversations and forming meaningful connections with the very supportive cybersecurity professional community.

Breaking Through the Noise: Standout Strategies

While RSAC remains a must-attend event for cybersecurity brands, the way companies approach their presence is shifting, according to Japic. With thousands of brands vying for attention, traditional booth strategies may not always cut it. Here are key strategies from the panel on how to rise above the noise:

1. Think Beyond the Booth

A large booth is great—if you have the budget. But as Japic and Corley both pointed out, smaller brands can get creative with their presence outside the Moscone Center.

Key Tactics:

• Host Side Events: Private dinners, cocktail hours, or even wellness lounges can draw high-value attendees.
• Leverage Parallel Conferences: BSides SF, a low-key security conference alternative to the thousand-megawatt RSAC, runs in parallel and attracts top security minds and media.
• Make a Statement with Swag: Don’t forget, RSAC attendees tend to be smart, funny, and always appreciate a clever turn-of-phrase. A witty phrase on the right piece of conference swag can turn attendees into walking billboards.

2. Maximize Speaking Opportunities

RSAC offers 30+ keynotes and paid panels—and those with the right approach can generate significant buzz.

Panel Advice:

• Tell a real story: Avoid security buzzwords and fear-based messaging (aka FUD—Fear, Uncertainty, and Doubt).
• Make it interactive: Bold opinions and diverse panelists drive engagement.
• Think beyond the session: Ensure insights resonate beyond the Moscone Center, and last longer than a week, through digital and influencer marketing.

3. Stunts, Creativity & The Power of Surprise

From mobile coffee carts to space-based two-factor authentication launches, creative activations make brands memorable.

Tactics that Work:

• Leverage the “wow” factor with eye-catching, unexpected activations.
• Engage with humor and wit—engineers and security pros love inside jokes.
• Be part of the conversation, not just a sales pitch.

PR & Media: Securing Coverage at RSAC

The media landscape is changing, and journalists aren’t there to cover your product launch. As IBM’s Rowinski emphasized, just showing up on Day One and expecting reporters to cover your product launch is a strategy destined to fail.

Instead, the panelists recommended:

• Pre-pitch early – Start outreach at least two months in advance before reporters’ schedules fill up.
• Lead with a compelling story – Tie messaging to industry trends, cybersecurity threats, or broader global concerns.
• Use a mix of earned and paid media – Invest in sponsored content and influencer partnerships for greater reach.
• Leverage “Broadcast Alley” – Outlets like Dark Reading and ISMG offer paid media opportunities with high syndication value.

The Future of RSAC: Where is it Headed?

The panel agreed: RSAC isn’t going anywhere, but the way companies participate is evolving.

• Fewer CEOs are attending—many are sending their teams instead.
• More brands are skipping booths in favor of exclusive invite-only experiences.
• The show’s scope is going global, with cybersecurity’s geopolitical impact growing.

Final Takeaways: Winning at RSAC 2025

Whether you’re a cybersecurity giant or an emerging startup, success at RSAC requires a holistic, strategic approach.

Start planning early – Messaging, PR outreach, and campaign integration should begin months in advance.

• Be present in multiple ways – From panels to side events, creativity wins.
• Think beyond the show floor – Some of the best networking and media moments happen offsite.
• Engage with the community – A genuine, two-way conversation is far more powerful than a sales pitch.

RSAC is what you make of it—and those who crack the code will walk away with more than just badge scans.

You can watch the full webinar recording here.

Need help implementing the above tactics and cracking the code at RSAC 2025? There’s still time! Let’s start the conversation.