In an industry dominated by technical jargon and threat-focused messaging, Armis has carved out a distinct voice in cybersecurity—and that's no accident. Rebecca Cradick, VP of Global Communications at Armis, brings 25 years of B2B tech communications experience to a company navigating one of the most complex storytelling challenges in enterprise software. In this episode of The Narrative, Rebecca reveals how she's built a communications program that prioritizes authentic human stories over product positioning, why she restructured her team around the catchall term "Global Communications," and how she's using her podcast to create unexpectedly emotional connections with CISOs. From navigating the fragmentation of traditional media to turning customer conversations into lasting relationships, Rebecca shares the tactical frameworks that have made her one of the most thoughtful voices in enterprise comms.

Topics Discussed

• Restructuring the comms function for modern complexity: Why Rebecca renamed her team "Global Communications" and how she manages the expanding responsibilities that fall under PR, media relations, analyst relations, executive communications, and crisis management
• The critical distinction between public relations and media relations: How Rebecca's team serves as the first point of contact for anyone trying to engage with Armis, and why this broader mandate changes how comms leaders should think about their role
• Navigating the fragmentation of tech journalism: Rebecca's perspective on reporters leaving traditional outlets to launch independent newsletters, the rise of pay-for-play models, and how comms teams should adapt their media strategies
• Building an executive communications playbook around the individual: Her people-first framework for developing authentic executive voices, and why internal-external alignment matters more than ever
• Using podcasts to replace traditional content formats: How Rebecca transformed Armis's podcast from audio-only to video, why she focuses on the personal journeys of CISOs rather than technology, and the unexpected relationship-building power of long-form conversations
• The evolving role of press releases in an AI-driven world: Rebecca's defense of the press release as historical documentation and SEO backbone, plus how LLMs are changing what counts as authoritative content