To stand out in the highly competitive cybersecurity space, Sophos needed to reinvent itself by shifting its brand perception from a “traditional AV” company to an innovative, next-generation cybersecurity leader that’s driving the industry forward.
Over the course of an ongoing, five-plus-year partnership, our team has developed a scalable PR strategy that continues to amplify the voices of Sophos’ thought leaders, differentiate the brand from competitors and evolve alongside the business. In addition to boosting awareness among a channel press audience (which is key given the company’s 100% channel approach), Sophos has increased top-tier coverage by 71% and SOV by 8% as a result of Walker Sands’ PR initiatives.
Sophos asked us to develop a program that would position the brand as a next-gen leader by focusing on three key objectives:
- Shift public perception of the brand
- Differentiate the brand and its thought leaders
- Elevate awareness to a broader audience beyond channel and security media
To achieve these objectives, the team needed to develop a program that would enhance the brand’s credibility and gain greater visibility with national business and tech reporters.
The team developed a PR program that included three key elements:
1. Industry thought leadership
The Walker Sands team worked with Sophos to amplify the company’s narrative and position the brand as an industry influencer on topics shaping next-gen cybersecurity, including ransomware, cloud security, deep learning and threat hunting. The team worked with Sophos to identify newsworthy angles and develop contributed content offering unique insights on these topics, which landed Sophos features in key business and tech publications.
The team implemented a rapid response program to create opportunities for Sophos’ thought leaders to contribute to industry conversations around breaking news in real time. This rapid response machine continues to establish credibility for the brand and deepen relationships with key reporters, positioning Sophos as a go-to resource on timely industry topics.
3. Proprietary research and data insights
Our team leveraged SophosLabs, the organization’s real-time threat intelligence division, to uncover intel specific to cybercriminals and their evolving tactics. This innovative approach enabled the team to steer the brand’s narrative through research and key findings that the SophosLabs’ team published regularly. Ultimately, the data-driven approach built credibility for Sophos and supported its thought leadership efforts.
Walker Sands’ PR program leveraged Sophos’ internal resources and thought leaders to build credibility — successfully positioning the brand as a next-gen leader in the cybersecurity space. And our ongoing collaboration with Sophos continues to deliver significant results.
To date, the program has earned 2,100+ pieces of coverage in outlets including AP, Bloomberg, CNBC, CNN, The New York Times, Reuters and The Wall Street Journal with a 71% increase in top-tier coverage and 83.3% increase in overall coverage. SophosLabs, the organization’s real-time threat intelligence division, experienced a 36% increase in sited coverage.
As a result of Walker Sands’ PR program, Sophos increased SOV by 8% and held the #1 media coverage SOV leadership position for three consecutive quarters — an impressive achievement in the crowded cybersecurity space.