Going Exclusive: How One Tier 1 Media Placement Propelled Hundreds More

Client Objective

Soon 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.

ARPR’s Approach

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 major outreach to hundreds of media publications, including those in Top-Tier media, local TV & newspapers, cyber & tech journalists, airport & traveler trade publications, enterprise and consumer print and digital magazines and more. Upon receiving the final data and rankings from Coronet, ARPR ghostwrote 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.

For this initiative, 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. With a blossoming commitment to tech and cybersecurity, combined with its vast business and consumer reach, CNBC.com presented many opportunities that most other outlets did not. Following the exclusive, ARPR would personally pitch numerous select reporters to maximize coverage.

Client Results

Within an hour of pitching CNBC.com., the reporter had agreed to an exclusive. We promptly sent her the report and press release under embargo, and set up an interview for her to learn more. Within three hours of the exclusive running, ARPR had 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, also covered the news. In total, the media campaign garnered more than 115 placements, including 30 Tier 1s and 36 broadcast segments, one of which led to a future opportunity to participate in a special investigative report on cybersecurity with Washington D.C.’s ABC affiliate.

The report also proved tremendously valuable to Coronet’s SEO and website scores. In a one-month span, Coronet’s website benefitted from a significant growth in visitors – hundreds of which were referred directly from media and thousands more from blog posts that were written by security researchers and vendors. The website saw an overall 337% increase in visitors over the previous time period. On social media, Florida Senator Marco Rubio and NBC’s Lester Holt also shared the news to their millions of followers.