T-3 to Les Assises de la sécurité 2026: 4 PR Tips to Stand Out.
With just three days to go, the cybersecurity ecosystem is getting ready for Les Assises de la Sécurité, one of the industry’s key annual gatherings in Monaco. This year’s theme, “Osons!” (Let’s be Bold), calls on cybersecurity leaders to step up, make their voices heard and play a greater role in shaping the industry’s future. PR Paradigm returns to Les Assises every year alongside its clients, helping them make the most of this unique opportunity to engage with the media. In the spirit of this year’s theme, here are four PR tips to stand out and make every conversation count.
Four hot tips to sharpen your visibility efforts during France's top Cybersecurity event
Victoire Tigzirine, Associate Director
PR PARADIGM / JOURNAL
Ideas worth carrying forward.
1. Don’t just make an announcement — tell a story
At Les Assises, cybersecurity journalists receive a constant stream of pitches: product news, interview requests, invitations, press releases and more. A corporate announcement alone may not be enough to capture their attention.
Instead, ask yourself: what story do we genuinely have to tell? A market trend you are seeing firsthand, a customer experience, an emerging threat, a new challenge facing CISOs, or a distinctive point of view from one of your executives can all provide strong starting points. The goal is to offer journalists a story that connects with the issues they are currently covering and gives them something genuinely useful to work with.
2. Prepare your spokespeople to get to the point
Schedules at Les Assises are packed, and a conversation with a journalist may be more brief than usual. Preparation is therefore essential. Be ready to communicate two or three strong messages, backed by concrete examples, data or real-world experience.
spokespeople should also be comfortable moving beyond the planned talking points. A journalist’s questions may quickly shift the conversation towards market developments, competitors, regulation or changing customer priorities.
3. Talk about the market, not just your company
AI, regulation, ransomware, cloud security, identity, digital sovereignty and the evolving role of the CISO are just some of the issues likely to fuel conversations in Monaco. Your experts should be ready to share their perspective on these broader topics rather than limiting discussions to company news.
A strong point of view on an industry challenge can often be more valuable to a journalist than a conversation focused on a product or solution.
In many ways, this is also where the spirit of “Osons!” meets PR: being visible means being willing to contribute a clear perspective to the debates shaping your industry.
4. Stay agile onsite
You’ve prepared your schedule, your messages and your meetings. Great. But leave room for the unexpected. A topic can suddenly take center stage. A journalist may be looking for an expert at the last minute. An informal conversation can uncover a new trend or open up an unexpected media opportunity. At an event as concentrated as Les Assises, responsiveness is a real PR advantage.
There is a reason Les Assises has become such an important date in the French cybersecurity calendar. Beyond the meetings themselves, it offers an opportunity to understand what journalists are focusing on, exchange views with the wider ecosystem and build relationships that continue long after everyone has left Monaco.
That is why PR Paradigm returns to Les Assises year after year, alongside its clients. Each edition is an opportunity to turn a major industry gathering into lasting PR momentum.
And perhaps that is our own PR take on this year’s “Osons!”: have something meaningful to say, make your point of view heard, and turn conversations into lasting relationships.
See you in Monaco!