Our role:
In October 2024, global cybersecurity consultancy CyXcel appointed Origin Comms as its first PR agency to raise its profile in the UK and US. As a new entrant in a crowded market focused on managing crises, solving challenges and unlocking opportunities in the digital world, CyXcel had clear and specific PR requirements, including:
- A partner able to interpret complex, highly technical information and translate it into clear, compelling narratives for the media
- Content offering strategic insight, guidance and best practice for businesses while helping the company stand out in an increasingly crowded marketplace
- A PR agency that was adaptable, versatile and comfortable working across a range of formats including articles, commentary, press releases and events to target broadcast, national, business, security, technology and vertical media
Our strategy:
To raise awareness of the challenges businesses face in today’s digital landscape, Origin implemented a proactive PR strategy focused on thought leadership and newsjacking across security, technology, business, vertical, national and broadcast media.
Working closely with the CyXcel team, we identified timely and relevant themes such as AI, digital risk, geopolitical tensions and evolving cyber threats. This approach enabled CyXcel to contribute meaningfully to real-time discussions around cyber attacks, technology outages, the growing impact of geopolitical instability and AI adoption.
To strengthen CyXcel’s position as an authoritative voice, the strategy prioritised high-quality thought leadership. Senior representatives provided expert commentary and opinion pieces on topics including agentic AI and its associated risks, the evolving threat landscape, ransomware, and broader approaches to risk management.
Origin also leveraged data to support the launch of the CyXcel Digital Risk Management Platform, a subscription-based SaaS solution designed to help organisations stay ahead of emerging threats. The research revealed a lack of preparedness for AI-related risks, as well as low levels of trust in third-party vendors. These insights were used to tap into prevailing market concerns and underline the critical importance of effective risk management.
Impact:
PR activity has generated 438 pieces of coverage across media in the UK and US in just 18 months. This is an average of 24 pieces per month.
Some of the top hits include BBC Business Today, Sky News, CNBC, The Financial Times, The Times, The Independent, LBC News, Times Radio, Metro UK, Huffington Post, BBC Radio Five Live, Forbes, Dark Reading, SC Media UK, ITPro, TechInformed, Security Week, HelpNet Security and many more, potentially reaching over 846,938,498 unique monthly visitors and over 1,177,492,000 listeners / viewers. Over 33% of coverage has appeared in aspirational or tier one publications.
This includes:
- 26 byline articles published in tier one titles including TechRadar Pro, FT Adviser, Entrepreneur UK, Insurance Thought Leadership, Law360, Insurance Day, Business Quarter and Business Reporter
- 6 podcast interviews including The Cyber Show Podcast, Cyber Sidekicks, ITSP and EM360
- 278 articles feature comment from CyXcel including the Daily Mail, TechFinitive, Dark Reading, Banking Risk and Regulation, TechRound, Computer Weekly, CIO Influence and CSO. This includes interviews, rapid responses and newsjacking
- 32 pieces of coverage from radio interviews including BBC Radio 2, BBC London, BBC Radio Scotland
- 9 pieces of coverage from TV interviews
In addition to this, following Origin’s involvement, CyXcel was named Best Cyber Start-Up of the Year at the Cyber Security Awards and also received special commendation for the award for Cyber Law Firm of the Year at Intelligent Insurer’s Cyber Insurance Awards Europe 2026. It was runner up in the Computing Security Awards 2025 in the category, Risk Management Solution/Service Provider of the Year. CyXcel was also shortlisted for 2 awards, the National Cyber Awards and TEISS Awards.
Quote from Edward Lewis, CEO of CyXcel:
“Origin is a thoughtful, responsive, creative, and supportive PR team. They have taken the time to understand what we are trying to build at CyXcel and have helped us tell that story with clarity and confidence, reaching an audience we never dreamed possible. That kind of partnership is rare, and we are grateful for it.”