Cybersecurity communication: Why trust is just as important as technology
Marketing
Posted 02 Oct 2025
“Our servers are located in Germany!”, “Data compliant with EU standards!” or “Cybersecurity through resilience!” These and other supposed quality features demonstrate that trust in IT security is more than just a phrase. IT security is more than just a product. Providers can only succeed in the market in the long term if they are perceived as particularly trustworthy. In an industry that introduces new technologies almost daily, building this trust is difficult – which is why solid and sustainable customer communication is so important. But how can trust be built in the field of cybersecurity? Which topics should be prioritized in this industry to ensure that your customers consider you to be the best fit for their respective challenges?
Cybersecurity is often considered to be a purely technical issue. Firewalls, zero-trust architectures and endpoint protection are all undoubtedly crucial. In practice, however, the right approach is also important, as well as technical functionality. Technical buyers and decision-makers are people too, after all, and it is essential for them that trust in the respective brand is established, and that solutions are communicated in a comprehensible and credible manner, as well as technical issues being clarified. Stakeholders expect guidance and clarity in both day-to-day operations and strategic issues.
This is precisely the area in which communications agencies such as HBI excel. For over forty years, we have been helping companies to make complex technologies more accessible and to communicate their added value in a way that builds trust. From international market leaders to specialized start-ups, all our clients rely on our agency’s expertise in combining technical depth with communicative clarity.
Credibility and trust are particularly important in the field of IT security. That is precisely why tailor-made concepts that go far beyond traditional press relations are developed by HBI. We focus on communicating complex topics in an understandable way, while also highlighting the unique areas of application and bespoke solutions of our clients, showcasing their added value. We support companies on their journey to becoming a strong, credible voice in their target market, from strategic positioning and digital campaigns to thought leadership programmes.
Our customers operate in a wide range of sectors, reflecting the diversity of the cybersecurity industry. Leading international companies such as Illumio and Recorded Future trust us with the strategic communication of their complex security technologies. Highly specialized providers such as Dragos and DriveLock also rely on our expertise to clearly position their offerings in a highly competitive market. Companies such as NinjaOne also demonstrate how security solutions can be successfully showcased through targeted communication. Insights into our diverse customer portfolio illustrate that successful cybersecurity communication is not just a luxury for the industry, but a business necessity.
Another key focus of our work is establishing experts as thought leaders. In cybersecurity, it is not enough to simply react; you must also actively shape discussions. We create lasting awareness and strengthen our clients’ market position by making their key people visible and strategically positioning their expertise.
The importance of communication for the success of cybersecurity projects is also evident at it-sa, Europe’s leading trade fair for IT security in Nuremberg. Our experts will be representing HBI there again this year, supporting companies that want to enhance their security solutions, both technically and in terms of communication.
Communication is the key to effective cybersecurity, and it is only through communication that it can achieve its full potential. Technology provides protection and communication builds trust. Together, they convince markets, customers and partners. Drawing on our experience, we help companies strike this balance, conveying their messages so clearly and credibly that security becomes tangible.
If you would like to take the opportunity to meet us in person at it-sa, please write to us at vibes@hbi.de or secure your personal appointment here!
Junior Communication Consultant at HBI Communication Helga Bailey GmbH
Elena Sauter has been supporting HBI in the areas of PR and marketing since 2022. As a Junior Communication Consultant, her responsibilities include the creation of professional articles & the conceptualization of social media postings. Furthermore, Elena is involved in directly assisting our client work.
