Goal

Owning the conversation about the cybersecurity challenges posed by the sudden migration to the remote work format.

Challenge

React fast, be first. Generate content from scratch that triggers stories that shed light on the different cybersecurity challenges that remote work presents.

Strategy

The first release took place on Tuesday, March 17. We defined to generate and share a weekly content during the first 4 weeks of confinement and then to space another 3 every 2 or 3 weeks. Each press release focused on different security aspects related to the migration to remote work (tips, highlights, ways to avoid attacks, shadow IT, etc).  Each release was used to offer interviews with Forcepoint spokespersons, who kept the company at the top of the media's mind.

Results

+50 articles were obtained in Tier 1 media and media specialized in technology. 10 1-1 interviews were conducted with Tier 1 media such as Expansión, El Universal, Excélsior, Reforma and specialized media. This generated an Earned Media of more than USD 65K and  a peak of exposure and awareness of Forcepoint in media.