A national leader in the field of computer security, Foundstone's professional services team assesses, corrects and secures computer networks against vulnerabilities through a variety of measures. In addition, Foundstone provides Managed Vulnerability Assessment Services through their self-developed "FoundScan" technology.

The Objective

In engaging Newman Communications as marketing and publicity partners, Foundstone outlined a number of objectives that they wanted to achieve within a year's time, including:

• Introduce Foundstone to national trade and targeted consumers.
• Position the company for news-driven revenue opportunities such as national coverage on viruses and other network security breaches.
• Raise the company's overall valuation.
• Establish the Foundstone team, led by its CEO, George Kurtz, as thought leaders in the security industry
• Promote various Foundstone programs (i.e. hacking classes) and products.
• Generate coverage for new managed service product launches.

The Plan

In order to achieve Foundstone's key objectives, Newman embarked on an aggressive campaign including:

• Identifying Foundstone's key media targets and potential customers.
• Coordinating effective pitch angles to interest media.
• Developing an on-going contact database comprised of national trade and general media outlets.
• Utilizing appropriate materials to pitch media contacts for coverage.
• Introducing George Kurtz, the CEO, and other company principals to media as effective spokespersons on issues relating to the security industry.
• Positioning the Foundstone team as industry experts through multiple in-person, phone, and on-line interviews, as well as key media market tours.
• Inviting media to cover various Foundstone events (i.e. hacking classes)

The Result: Over 14-months, Newman delivered for Foundstone:

• 150 national interviews.
• Over 100,000,000 exposures nationwide.
• Media outlets featuring the company and/or the CEO on multiple occasions, viewed Foundstone and its CEO as "thought-leaders" in the security field.
• Foundstone used this coverage in analyst and funding meetings.

Conclusion:

In an ever competitive marketplace, Foundstone had the foresight to see that, while fancy collateral materials and spamming press releases may look good on paper, an affordable, effective media relations campaign was their best vehicle for generating the necessary exposure they needed to raise their national profile.

Newman Communications is a results-oriented organization, dedicated to generating positive media exposure for its clients.

As advertising remains an expensive, often short-lived, option for creating national awareness, an aggressive, extensive media campaign can provide the on-going exposure that a firm needs to keep ahead of the competition. Are you getting your share of the media pie?

©2006 Newman Communications
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