After a successful integrated communications campaign in which ARPR helped cybersecurity client Coronet make news and drives leads, ARPR was tasked to identify a media relations-specific initiative with the primary objective of keeping Coronet at the forefront of the news cycle. After conferring with Coronet on the data available for use, ARPR recommended an aggressive media relations blitz that identified America’s most cyber-insecure airports and told the story of what that distinction meant for business travelers and everyday flyers.
As the client analyzed data from more than 250,000 devices at the 45 busiest airports in the U.S., ARPR created a detailed media strategy that would include outreach to hundreds of media publications, including top-tier media, local TV & newspapers, cyber & tech journalists, airport & traveler trade publications, enterprise and consumer print and digital magazines. Upon receiving the final rankings, ARPR ghost-wrote a narrative that not only transformed the data into an engaging story, but also provided supporting messages, explanations, tips and best practices for travelers. We also drafted an SEO-optimized press release and gave the client recommendations for expanded exposure on social media channels.
ARPR recommended first pursuing a major Tier 1 publication for an exclusive, knowing that an initial placement of prominence could create a trickle-down effect that would encourage other media outlets to write stories, while also raising the possibility of widespread syndication. ARPR’s first choice for exclusivity was CNBC.com. Following the exclusive, ARPR would personally pitch numerous select reporters to maximize coverage.