How to talk about cybersecurity without the fear factor

Following the recent news about Marks and Spencer (M&S), it comes as no surprise that cybersecurity is a topical area of discussion, it often arrives wrapped in panic: data leaks, ransomware, phishing scams and huge financial losses. But do we always need to lead with fear? 

Here at Purplefish, we believe organisations should talk about cybersecurity in a way that informs, empowers and builds trust. That means moving away from sensational headlines and towards measured, human-centred storytelling. 

Why fear-based messaging falls short 

Scare tactics might get attention, but they rarely help people take meaningful action. Constantly shouting about threats without solutions risks disengagement, especially in a saturated news cycle. 

People want to feel in control, not overwhelmed. If your messages create panic or confusion, they can undermine your reputation. The job of a communications team is to cut through the noise, not add to it. 

In our recent blog about cyber threats, we explored two major cyber attacks and how transparency and tone shaped public perception. Clear, confident messaging helps maintain trust, not fear-driven soundbites.

How to talk about cybersecurity with clarity 

Good cybersecurity communication is about balance, not blind reassurance, but honest context with practical insight. 

Here’s how to get it right:

1. Focus on clarity, not complexity

Avoid jargon. Use plain English. Make sure non-specialist audiences understand the issue and what you’re doing about it. 

2. Centre people, not just systems

Explain how you protect staff, customers and stakeholders – not just your networks. Cybersecurity is about human safety, not just firewalls. 

3. Be proactive, not reactive

Don’t wait for a breach. Talk about your policies, training and investments before something goes wrong. This shows responsibility and readiness.  

4. Tell stories, not stats

A million attacks a day sounds terrifying. But what does that mean for your audience? Use real-world scenarios or anonymised case studies to show how you manage risk. 

Cybersecurity the Purplefish way 

We work with tech firms, business leaders and public sector organisations to create communications that cut through noise and connect with people. When our clients talk about cybersecurity, they do so with impact and integrity. 

From media relations and crisis planning to internal comms and executive coaching, we turn technical complexity into compelling content. Whether supporting a proactive campaign or navigating a high-pressure scenario, we bring calm, focus and strategy. 

Our approach balances deep sector understanding with a clear grasp of the fast-moving media landscape.