The Cybersecurity Newsroom: How OX Security Built a Category-Defining Brand Through Earned Media

Building a recognizable brand in cybersecurity is hard. The space is noisy, buyers are skeptical of ads, and most companies end up looking and sounding the same. At OX Security, we made a deliberate bet: instead of outspending competitors, we'd out-publish them.We built an internal newsroom — a dedicated research and PR team producing original, timely cybersecurity intelligence — and used it to drive earned media coverage, establish genuine thought leadership, and grow our brand presence in ways that paid media simply can't replicate.In this session, OX CMO Idan Gol shares the strategy, the structure, and the real campaigns behind how OX went from unknown startup to a brand that journalists, analysts, and buyers actually seek out.