About Us

About Looking Glass Public Relations (LGPR)

Cybersecurity is more crowded, hype-driven and noisy than ever. it’s easy to get drowned out, which is why good PR is so valuable.

 

But good PR is hard to find and takes a lot of work to maintain. There are fewer journalists working across a shrinking set of publications. Editors are drowning in generic thought leadership submissions and social media requires a steady stream of content. Companies that want to be in the news need to work hard, be creative and move fast, without being reckless or sloppy.

 

That’s where we come in.
LGPR is a public relations consultancy dedicated to supporting the needs of cybersecurity startups. Acting as an extension of your team, LGPR helps young cybersecurity companies find and amplify their voice. LGPR helps its clients to:

 

  • Adopt a strategic approach to Public Relations and Corporate Communications
  • Establish a strong presence within existing and emerging markets
  • Build credibility, deepen brand awareness and establish thought leadership
  • Attract customers, partners, staff, advisors and advocates
  • Generate press coverage
  • Create lasting relationships that propel their business forward

 

LGPR understands PR, understands cybersecurity and understands startups. We are part of the ecosystem, which makes us really good at painting the landscape with you in it. We can see it because we’re right there with you. We reflect back what we see. We are your Looking Glass.

Elizabeth Safran, Founder & Principal, LGPR

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With more than 20 years of public relations and communications experience, Elizabeth founded LGPR in 2006 after spending a decade at two boutique tech PR agencies in Silicon Valley.

 

Elizabeth began her career at Lutchansky Communications (LComm), where she discovered her passion for cybersecurity. As the account manager for (a pre-IPO) Check Point Software Technologies, Inc., she helped the company land cover stories in Forbes and Fortune during the same week. During her tenure at Trainer Communications (now 10Fold), she launched the its cybersecurity practice, which upon her departure accounted for one third of the company’s revenues.

 

​Elizabeth’s domain expertise in cybersecurity enables her to ramp quickly, think strategically and focus on crafting high-impact, creative campaigns and content. Her experience as a freelance writer honed her story telling abilities — skills she uses daily to keep her clients in the news.