Challenge

Get mayor coverage in Tier 1 media outlets in South America for Forcepoint’s annual Cybersecurity Predictions Report. Forcepoint was at that time,  a company with very low brand awareness among media outlets as it had started its PR and media outreach activities in the region just 6 months before.

Solution

Given we were not going to have a Spanish version of the report for the launch day, we developed a special press release based on the one shared by FP Global but adding information on each of the predictions in the report.

We arrange 7 interviews with the top media outlets in Colombia, Chile and Argentina and the day prior to the launch, the report was shared under embargo to these reporters. At the same time, we elaborated a Q&A for the regional spokesperson, with a regional and local point of view for each of the predictions. On the official  launching day we sent to our media list the adapted press release.

Results

In just 10 days we got more than 14 publications on most important technology and business media outlets in South America such as El Tiempo , Enter y Dinero ( Colombia), El Financiero y El Mercurio online ( Chile), El Comercio ( Perú), Information Technology (Argentina) and Infobae (Latam), among others, adding up an earn media of +USD 35K.