Company: Sophos enables enterprises all over the world to secure and control their IT infrastructure. Sophos's network access control, endpoint, web and email solutions simplify security to provide integrated defenses against malware, spyware, intrusions, unwanted applications, spam, policy abuse, data leakage and compliance drift. With over 20 years of experience, Sophos protects over 100 million users in nearly 150 countries with its reliably engineered security solutions and services.
Challenge: Increase both quantity and quality of market visibility/awareness for the world’s largest, privately held information security company, by leveraging extensive research/labs expertise, 100% channel focus and history of innovation. Continue to drive coverage in threat identification and mitigation, while establishing a market-leading profile in the broader category of endpoint security.
Strategy: Develop thought-leadership campaigns for senior executives; identify media opportunities to utilize established partner and customer reference program; significantly expand and re-focus product reviews program; leverage social media to expand visibility for commentary among bloggers and other influencers; and leverage UK Labs data and resources to promote perspectives on breaking security threats and events.
Results: In just the first 9 months: generated more than 800 pieces of positive coverage across business, trade, channel and local broadcast media outlets – including twice generating 25+ articles in a two-day period around breaking news; garnered 15 product reviews, securing the CRN Test Center’s “Product of the Year”; established strong source relationships with key influencers in the business/trade media including USA Today, New York Times, Wall Street Journal, San Francisco Chronicle, CRN, SearchSecurity/Information Security, eWEEK, CNET, CSO and SC Magazine; and leveraged social media tools such as Twitter to both collaborate with the UK PR team and communicate with key influencers.
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