NordVPN

This client faced a highly competitive landscape. In a cybersecurity market with a crowded field, technical features and pricing alone weren’t enough to differentiate the brand.

The cybersecurity company needed to:

• Establish thought leadership beyond VPN functionality
• Position executives as cybersecurity experts for mainstream and trade media
• Drive awareness of emerging digital privacy threats
• Create ongoing media relevance beyond product announcements
• Build brand authority in cybersecurity conversations

But what could we do to make sure we stood out among all the rest?

In assessing the market, Bospar recognized that the cybersecurity space was dominated by enterprise-focused brands. Our public relations professionals understood that left a gap for a consumer-focused voice that could translate complex security concepts for everyday users.

We also understood that journalists love data and need a why-now reason for their coverage.

So, Bospar’s team of cybersecurity PR experts developed a multi-faceted strategy centered on original research and proactive expert position. We collaborated with the client to develop original surveys on cybersecurity topics. The veteran content creation team at Bospar crafted press releases revealing the research, and we timed the announcements to align with security awareness events and the news cycle. Meanwhile, our public relations team created media pitches including the compelling statistics and insights to approach journalists with data-driven stories.

The PR campaigns addressed 148 distinct cybersecurity topics, including Americans’ privacy, cryptocurrency risks, metaverse security and social engineering. We were sure to include topics with seasonal relevance, providing holiday scam warnings and privacy awareness activations.

During the first phase of the campaign, we established the client’s research capabilities on high-impact topics including data examining Americans’ digital footprint concerns, and we used that to launch the Delete Yourself campaign. We also shared with the media our research investigating security risks in digital currency adoption and manipulation tactics targeting consumers.

To further establish the client’s cybersecurity authority, we served up data-infused commentary about breaking news on major cybersecurity incidents, privacy awareness events and a wide variety of topics across emerging threats, IoT and streaming privacy. Our pre-packaged quotes made it easy for cybersecurity journalists to plug the commentary into their stories. In some cases, the compelling commentary prompted reporters to request interviews with the client.

The client’s subject matter experts were ready to make the most of these interviews because our public relations team had already done comprehensive spokesperson media training.