115 total
placements

337% increase in website visitors

30 tier 1 media mentions

A Media Strategy with Wings

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.

Preparing for Take Off

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.

Coverage Soars within Hours

Within an hour of pitching CNBC.com, the reporter had agreed to an exclusive. Within three hours of the exclusive running, ARPR secured 40 pieces of coverage, including placements in prominent Tier 1 media such as Tech Republic, Fortune, Time, Yahoo, MSN.com and more. An interview with a Miami Herald reporter syndicated across all 20+ McClatchy local market newspapers, including the Boston Herald, Atlanta Journal-Constitution and Austin American Statesman. Authoritative cybersecurity publications like Infosecurity Magazine, Threatpost and Security Magazine also wrote stories, and mainstream consumer websites with millions of readers, such as The Points Guy and Thrillist, covered the news. In total, the media campaign garnered more than 115 placements, one of which led to a future opportunity to participate in a special investigative report on cybersecurity with Washington D.C.’s ABC affiliate.

“Working with ARPR has been a fantastic experience for us. The team is responsive, capable and very creative.” - Dror Liwer, Chief Information Security Officer, Coronet

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