The client works on cyber security for small and middle businesses. His mission is to protect companies from hackers and leaking their data or help them to recover from the attack if they call the client when they are already attacked by hackers.
The client needed to increase awareness of his brand and present Martin Haller, the founder, as a leading professional in cyber security and ethical hacking.
We started on 1-2 relevant media outputs per month, during the cooperation we increased KPIs to 3-5 media outputs per month.
The company was unknown by the world of media and we needed to introduce it at first. We knew that we can't reach the biggest media from the beginning - we needed to increase awareness of the brand and of the founder Martin Haller. We also needed to bring topics and work with them so that journalists would know they should contact us whenever they want any comments or anything related to these topics. In first quarters we were introducing the brand in online websites and news, especially focused on IT business, in next quarters our targets were bigger and bigger national newspapers, radio and TV.
1. In the beginning of our cooperation the brand has almost no visibility online besides their own websites, materials and blog. In cooperation with us the brand awareness online increased and so as the name of the founder. If you look for the client or for Martin Haller on search engine, you get many results, links to interviews and articles.
2. We started to focus on smaller online media, especially in IT and business field. That is how we get the first media outputs - journalists and the public started to know who the client is. Then we continued and contacted bigger media. Now the client presented himself in national TV, biggest newspapers and online media in the country.
Our strategy was to create our own topics and bring it to the journalists and to comment news regarding to cyber security. As soon as there is any cyber security news, hackers attacks etc, we contact journalists to let them know our client can give a proper comment, advice, prediction etc. It works very good and after some time journalists started to contact our client on their own whenever they need to comment any related topic.
3. When the cooperation started we knew that if we just call journalists in biggest newspaper and offer to them our topics and the client, they won't be interested because they won't know anything about the client. So we decided to contact the small ones at first who were interested - especially IT media who already know who the founder is. Then, when we contacted bigger media, we could have showed our current outputs and let them know our client is interesting for them. Also when they were searching for information about the client, they were able to find the current outputs and it convinced them to cooperate with us as well.
50 Media outputs during 08/2019 - 8/2020
Media Value 4.564.523 CZK
PR Value 8.236.975 CZK
We built the media relations from for the client from zero point. We increased the online awarness of the client from almost 0 to dozens articles and links. We also helped to build the reputation of Martin Haller as a leading speacialist in cyber security for small and middle companies and leading ethical hacker in the country.
