The Editor's View : RSA Event Expectations with Lou Covey, Cyber Protection Magazine

Ahead of RSA, Cyber Protection Magazine’s Chief Editor Lou Covey delivers an honest reality check on why cybersecurity hype is dead, why lazy AI pitches will get you ignored, and what it actually takes to earn his attention during the event.

1. Roughly how many briefings are you looking to take at RSA?

This year, I have reserved 26 spots on my calendar, each for 20-minute briefings. Usually, I try to keep to this number every year, but it can fluctuate depending on the year - I’ve ended up with around 60 briefings some years!

2. What themes do you expect to dominate RSA this year, and which are you personally most (or least!) interested in?

This year, the big themes will likely be the same as the last. AI's impact on security has ceased to materialise and only continues to be amorphous. A trend I am noticing is the collapse of the ‘move toward consolidation’. No doubt it is still going on, but the platforms embracing it are becoming more brittle, breaking down and becoming vulnerable. 

Often, these companies that are consolidating all target the top 10-15% of the market, because they’ll freely buy any tool, whether or not it’s of any use. 80-85% of the market don’t even know these products exist.

At the event, I want to speak with companies fighting against this trend, for those that are backing up their claims with facts, not feelings, and those companies that are looking to solve security for the SMB market.

3. Any advice for exhibitors trying to stand out, particularly newer names or those outside your usual beat?

When I’m looking for standout exhibitors, I’m looking for companies that make an effort to be accurate and realistic. Hype makes me cold. If everyone is a leader, or a first, then the reality is, no one is. Beyond that, customers don't care about your funding, or your merger, or the latest incremental update of your product. They have a problem, and they want to know if you not only understand said problem but can also resolve it.

4. What’s your pet peeve during the RSA pitching season?

Every company wants “earned media”, but none of them want to do anything to earn it. They think that just paying a nominal fee to a publicist to have them shove an AI-written press release at me is all the effort they need to make. 

Do you want to earn my attention? Then show me you have read the publication, that you subscribe to the monthly newsletter that tells you what we are looking to cover. Don’t try to regurgitate information (“$30 trillion in cyber-crime costs by 2035!” - not even close). Spend some budget on effective communications, and if you want to go the extra mile, how about sponsoring a publication?

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