Delivering an outstanding proactive press bureau for a leading cyber security company

The Challenge

Those looking to carve a niche in the hectic and over-funded cybersecurity space face severe competition at every turn. Every major technology company across the globe, even those without a strong IT security story, is aching for press inches.

Once purely a technology innovator and alternative to the ‘usual suspects’, SonicWall needed a fresh approach to media relations, with a focus on the delivery of meaningful thought leadership. At a time when enterprises struggle to meaningfully respond to increasingly looming cyber threats, SonicWall needed to step in to educate enterprise leaders as to what a solid security posture looks like, and how to navigate the advanced threat landscape.

Our Response

Since January 2018, Positive has turned the tide for SonicWall with a proactive and hard working press bureau. Pushing SonicWall successfully in a noisy market requires a non-traditional and incredibly agile approach.

Focusing almost exclusively on trendjacking, Positive works closely with SonicWall’s C-Suite to extract timely opinions on breaking cyber stories. This approach, alongside SonicWall’s unparallelled threat data, enables Positive to paint a clear picture of the threats enterprises face today and how to protect against them. There are no shortage of stories for SonicWall to plug into.

Positive’s rapid response to relevant news stories, such as tensions between the US, UK and Russia, various data breaches, and the creation of new, advanced threats, all create opportunities for SonicWall to comment. In addition, Positive works very closely with the channel and tech press to deliver SonicWall corporate, product and momentum announcements.

The Results

Consistent coverage in the tech, national and channel media in the UK. Journalists now understand SonicWall as its own entity, see the company as an important mouthpiece for the cyber industry, and engage on a regular basis.

Since 2018, Positive regularly achieves high-value coverage in a broad range of media. Positive targeted key channel press including Microscope, which covered SonicWall a number of times, and Channelnomics. We engaged with the tech press, securing coverage in publications such as The Register, Verdict, Computer Weekly and SC Magazine. In addition, we used SonicWall’s expertise in the cyber security space to achieve coverage in The London Evening Standard and BBC News, alongside BBC Business Live, Business Insider and The Independent.