When it comes to growing a business online, there are a number of avenues you can explore to increase your organisation’s stature. However, the most vital element of the process is building visibility. This is where digital PR comes in. Digital PR helps to increase brand awareness and credibility whilst improving domain authority through building links with top-tier websites and publications to generate press coverage. It is a means of online exposure that can prove invaluable as a service.
After a busy past couple of months filled with events and industry updates, Origin Communications has worked closely to deliver a plethora of valuable coverage for our clients. For our clients within the cybersecurity sector, articles have been circulated in a variety of publications such as Cyber Defense Magazine, Infosecurity Magazine,The Sunday Times, Tech Radar and Cyber Defense Magazine generating relevant industry exposure.
It’s not simply a case of writing a press release and distributing it to a handful of journalists. Securing good media coverage is all about understanding the journalist, the publication, the audience and the stories that will garner interest.
Here is a roundup of some of the top coverage pieces that the Origin Communications team have achieved for some of our clients in the past couple of months, and how we did it.
Menlo Security
Menlo Security has recently released their HEAT Security Assessment Toolkit. The kit gives companies the opportunity for an insight into their levels of protection and current exposure to Highly Evasive Adaptive Threats (HEAT). The Origin Communications team have worked on a campaign around the launch of the toolkit that involved:
-Research – we supported Menlo Security by conducting research around HEAT attacks to generate meaningful statistics. These were then used to engage the cybersecurity industry media and generate press coverage. For example, we helped conduct an analysis of almost 500,000 malicious domains that identified 69% using HEAT tactics to deliver malware.
-Social media – by implementing a strategic social media plan, the Origin Communications team ensures the Menlo Security community is regularly updated with relevant content across multiple social platforms. The content around the HEAT Toolkit launch has been adapted to focus on the dangers HEAT attacks and inform people of the importance of ensuring they are protected.
-Press releases – our team worked hard to generate press coverage in key industry media outlets to ensure our client Menlo Security’s HEAT Security Assessment Toolkit was being discussed in the right space by the right people. Our team’s efforts secured Menlo Security 60 pieces of coverage over a 3 month period on HEAT attacks. Some highlights of the coverage secured includes:
- Menlo Security sales engineer Tom McVey was quoted in an article in the Sunday Times discussing security threats for start-ups, and the cybersecurity vulnerabilities resulting from hybrid working.
- Tom also wrote an article titled ‘Analysing the true threat of Log4j’ that was published in Cyber Defense Magazine. The article discusses the Log4j vulnerability and how HEAT is a critical tool being used by attackers to enable them to carry out their work under the radar.
- Director of Cybersecurity strategy Mark Guntrip was quoted in an article in Cybersecurity Intelligence discussing HTML smuggling, and the consequences this HEAT tactic could cause for companies.
- Mark was also featured in a video on HelpNet Security discussing HEAT attacks, the 4 main characteristics of a HEAT attack and what organisations can do to prevent these attacks.
- Brett Raybould, EMEA Solutions Architect at Menlo Security wrote an article titled ‘The Digital Heatwave: Understanding Highly Evasive Adaptive Threats’ that was featured in Infosecurity Magazine.
- Menlo Security Senior Product Manager Jonathan Lee had an article published in the Enterprise Times titled ‘The four evasive techniques of Highly Evasive Adaptive Threats’. In this article Jonathan gives an overview of HEAT attacks, discussing its key characteristics and how Threat actors have adapted to new security solutions.
- Co-founder and CEO of Menlo Security Amir Ben-Efraim was quoted in an article in Intelligent CISO. He discussed the abrupt move to remote working that the world saw in 2020, and how organisations have had to adapt their working model to counteract the subsequent rise in sophisticated HEAT attacks.
Apricorn
With the threat of data breaches and ransomware increasing, Apricorn recently delivered a report based on a study carried out by Vanson Bourne of 100 UK IT decision makers to find out about the percentage of companies that encrypt their data.
In this article published by Beta News discussing the findings of the study, Apricorn Managing Director EMEA Jon Fielding discusses how companies should be adapting their policies accordingly. Read the article to find out more.
In a round-up of the best secure devices in 2022 by Tech Radar, Apricorn had 3 of their secure devices featured:
–Aegis Secure Key 3NX secure drive
–Aegis SecureKey USB 3.0 480 GB flash drive
To find out more about Tech Radar’s top secure devices in 2022, have a read of the article here.
Wi-Sun
We continue to build upon our campaigns for our client Wi-Sun with the goal to increase brand exposure. The Origin Communications team worked to place blogs and source video on their website to improve SEO, thought leadership and bolstering our strategic social media plan. This resulted in generating effective coverage, such as:
–Wi-Sun CEO and President Phil Beecher recently wrote an article that was published in the Electrical Review about ‘Overcoming urban challenges with smart street lighting’. With more and more people living in urban areas, we are facing a host of different challenges that technology is helping to tackle. Take a look at Phil’s article to find out more about this, and how street lighting is helping to overcome one of the biggest challenges people living in urban areas face.
-Phil Beecher also had an article published in the Electrical Engineering magazine discussing ‘The vital role of IoT in overcoming urban challenges’. Following a study conducted alongside Wi-Sun of 300 IT decision-makers from UK and US IoT adopters, Wi-Sun’s CEO and President discusses the findings of the survey and what we should take from it to help overcome urban challenges. This research continues to drive content for Wi-Sun through thought leadership, having secured 30 pieces of coverage so far. Other examples include:
- An article in IoT Business News discussing the results of Wi-Sun’s IoT study.
- Another article on IoT Global Network further discussing the study’s results and what they mean going forward.
At Origin Communications, we work with a number of research houses worldwide to conduct surveys and reports on a wide variety of topics. We then use that content to either support lead generation or generate press coverage and media attention for our clients.
If this sounds of interest to you, or to find out more about our PR services and how we might be able to work with you, take a look at our services pages on our website or get in touch today.