CASE HISTORY AND SAMPLE CLIPS
Positioning a Client as an Expert
CyberDefender Corporation, a provider of home PC security software and remote support for both home PCs and home networks, needed an agency with a firm grasp of how to make placements with both technology journalists and consumer media to drive demand.
With no new products planned for the next 18 months, The Bohle Company recommended focusing on positioning CyberDefender spokespersons as experts on issues faced by families with home networks – any and all issues a consumer might encounter with their home PCs, including connectivity problems between all the devices used by consumers today for the sharing of data, as well as connectivity to peripherals on the network.
We began providing actionable, easy-to-grasp security tips to a wide range of publications, from print magazines to online sites. We offered spokespersons for live interviews, web videos and podcasts. We also booked a 5-city media tour in 2010 securing meetings with both journalists and analysts.
A second pillar of our work was around positioning CyberDefender’s Research Lab director as an expert on malware trends, scams on the Internet and security threats caused by surfing the web. Using scams uncovered by the Lab, we alerted niche media to malicious URLs and offered tips on protecting consumers PCs from current threats.
CyberDefender’s PR program is supported by 24/7 counsel from Bohle executives. The results speak for themselves: within the first year, TBC secured two high-profile placements written by staff members with Gizmodo and Lifehacker, a Reader’s Digest piece, multiple in-depth Q&As with PC Magazine’s security writer, tech blog placements, entertainment and sports stories on scams on high profile niche news sites. numerous hits on AOL’s Wallet Pop, lots of mommy blogger postings and four hits with USA Today security writer Byron Acohido.