Each year, the RSA Conference (RSAC) draws thousands of cybersecurity professionals, industry leaders, and reporters from around the world to dig into the latest trends shaping the future of security. For media, the conference is a whirlwind of briefings, keynotes, announcements, and endless opportunities, making it a critical time for cybersecurity organizations to drum up as much noise as possible to not be drowned out by the crowded space.
I sat down with Chris Burgess, a veteran cybersecurity reporter who is also a speaker, advisor, consultant, and advocate for effective security strategies. Chris has been writing for almost 20 years and has shared his expertise across major media outlets, including Bloomberg, i24, CNN, China-TV, BBC, NBC, ABC, and CBS, covering topics like national security, online safety, security, espionage, information security, and travel security.
In our conversation, Chris shared how he selects the stories he pursues at RSAC, manages a packed schedule, and advises companies hoping to connect with reporters at the conference.
Alex: What trends or topics are you particularly excited to explore at this year’s RSA Conference?
Chris: We are focused on outcomes — strategy, tactics, modus operandi, nation-state activities, and erudite research — with emphasis on what the CISO/CSO/CIO/CEO needs to know; the prevalence of espionage, the ever-present insider risk management, and of course the machinations of Russia, China, Iran, and North Korea.
Alex: How important are the keynote speakers and panel discussions in shaping your coverage?
Chris: We review the subject matter and, as a team, attempt to attend those that touch on our areas of interest. The interviews are more material than the presentations, which we can get on demand.
Alex: How do you balance reporting on the big companies vs. the smaller startups attending RSAC?
Chris: Proactive outreach by PR and marketing teams is really valuable, but they have to be thoughtful. Each year for RSAC, we field over 200 pitches. Most are boilerplate blasts that we tend to ignore. My recommendation: Take the time to shape the pitch to the writer. We also do our part by sharing our focus when we ask for an executive’s time and knowledge. The difference between a staff writer and freelance writer is often lost on PR teams.
Alex:.What’s your strategy for keeping up with so many announcements and developments during a packed event like RSAC?
Chris: Old-fashioned Excel spreadsheets — what topics are we interested in; who has knowledge; how many hours in the day to interview; schedule 20 minutes (no more); put questions together (if time allows, shoot them over to the interviewee) and get it done. It is very much a machine-type approach during the conference itself.
Covering RSAC requires precision, speed, and a sharp focus on what truly matters to cybersecurity leadership and teams. For reporters, thoughtful PR outreach, meaningful insights, and tight scheduling are key ingredients to making the most of this fast-paced event.
Whether you’re a startup looking for media attention or an executive hoping to share your perspective, understanding the reporter’s mindset can help your message break through the noise.
Learn more about how Inkhouse can help your company build trust and credibility in today’s complex and competitive cybersecurity landscape.
