Zalman Communications

Positioning and proof for cybersecurity companies

Stand out for the right reasons

Your buyers hear the same promises everywhere: “actionable” intelligence, risk mitigation, proactive defense, data-driven this, AI-powered that.

It’s word soup. Worse: it hides the real security work.

Don’t blend in. Make the difference obvious.

Trusted by

When to bring me in

    ☐
    Your website undersells the strength of your security work, product, or outcomes.
  
☐    You’re in a transition — a rebrand, website refresh, fundraise, M&A, major product launch, ICP shift, or new service/partner motion.
  
☐    Everyone knows what the company does, but no one says it the same way twice.
  
    ☐
    Your best proof is trapped in pen test findings, GRC reports, incident stories, product/service data, client calls, threat research, or SME brains.
  
☐
    A breach, ransomware event, regulatory shift, vendor incident, or major news cycle creates pressure to respond clearly, quickly, and thoughtfully.
  
☐
    The right buyers, partners, analysts, or people in your vertical don’t understand who you are or why you matter.
  
    ☐
    You’re about to invest in PR, SEO/GEO, demand gen/revops, partner/channel motions, or board/stakeholder comms, but your corporate story isn’t strong enough to carry it.

Send me the one-pager

What I deliver

I turn complex technical work into clear and defensible materials your team can use

The company-level story your team can use:
- What you do,
- who it’s for,
- why it matters now,
- what makes you different, and
- what claims you can defend.

The language buyers actually see:
- Homepage,
- service/product messaging,
- differentiation,
- proof blocks,
- CTAs, and
- reusable messaging for sales, PR, partners, and leadership.

The materials that help you respond and show up:
- CriBreaking-news response,
- ransomware/vendor incident messaging,
- regulatory-response comms,
- one-pagers,
- blog posts,
- press releases and announcements,
- bylines,
- and organic distribution strategy.

The evidence behind the claims:
- Case studies,
- client stories,
- data points,
- threat research,
- GRC/IR examples,
- seminal/“state of” reports,
- white papers, and
- defensible proof points.

Why me?

I’m Jonathan Zalman, or JZ, a former Wall Street Journal reporter, editor, and media professor turned B2B communications operator. I’ve led marketing and comms inside cybersecurity, threat intelligence, AI, infrastructure, SaaS, and enterprise technology companies—including Flashpoint, where I helped scale the business from roughly $40M to $100M ARR through acquisitions and high-stakes news cycles.

Through Zalman Communications, I typically work with companies at points of change: fresh funding, rebrands, website refreshes, M&A, new ICPs, new product/service lines, and partner motions. I also provide crisis communications guidance when a breach, ransomware event, vendor incident, or regulatory shift creates pressure to decide what to say, what not to say, and how to keep stakeholders informed.

Based in Portland, Oregon, with deep ties to San Francisco and New York.

Jonathan Zalman
Principal, Zalman Communications

Connect on LinkedIn

What it’s like to work together

“We’ve already made more progress in five months than we had in the last three years.”

Aaron Warner
CEO, ProCircular

“I’ve worked with JZ for years. He is the person you want on your side when the work is complex, the pressure is real, and the message has to be right.”

Kari Ritacco
Principal, RedIron PR

“Jonathan turned big, messy marketing priorities into work that actually move: website launches, annual reports, search performance, and media visibility during pivotal moments.”

Michelle Dufty
Former CMO, Flashpoint

“Jonathan helps us turn complex AI ideas into content that sounds human, scales intelligently, and actually supports our growth.”

Marty McCall
CMO, Sandgarden AI