Creating the access intelligence visionary in Europe
Courion, the identity access management leader now known as Core Security, wanted to be positioned as the access intelligence visionary with on-message thought leadership, while increasing UK coverage in quality media. Courion also wanted to integrate European social media activities into the global PR strategy more effectively.
Secured more than 110 pieces of Tier 1 coverage in key trade publications
By employing a range of tactics, we established Courion as an identity access management (IAM) thought leader to ensure strong continual coverage in UK trade media. Third-party research played a key role in generating high-quality coverage in the security media, while issues hijacking and canned comment secured regular commentary in trade, business and national media including The Financial Times.
Our integrated strategy ensured Courion’s European Twitter following grew by 25%, and regular blogging on Finextra – a key financial services publication – generated over 2000 views per blog post.
The business impact: Courion developed a strong share of voice in the UK trade media, establishing its credentials as the market leader in identity, access, authentication and vulnerability management solutions.
We leveraged local stories and issues around the EU Data Protection Directive, ICO reports on data breaches and other incidents to produce opinion articles and canned comments, raising Courion’s brand awareness in the security space. Market research supported thought leadership on topics such as the insider hacktivist threat, and ‘what CISOs need to know to improve information governance’. ‘Vision dinner’ debates on ‘the effect of millennial employees for information security’ attracted top generational and e-crime experts.
We developed a UK social media strategy to provide an ongoing stream of content on European news and industry issues, alongside dedicated social activity for events (e.g. the Gartner IAM Summit) to showcase Courion’s thought leadership in the IAM space. Blog posts on security issues for CISOs and a sharp focus on important verticals such as financial services led to blogging opportunities in key trade publications, highlighting Courion’s core messaging.