Industry: Cybersecurity Solutions to Identify and Protect Sensitive Data
Stand out from the crowd.
Netwrix, a provider of IT security software that helps identify and secure sensitive data, needed to stand out in the crowded IT security market. In security publications, it’s common for vendors to clamor for just a sentence or two of coverage. Netwrix wanted greater visibility in its key vertical industries: financial services, healthcare, education, government and small businesses. Dedicated media coverage in these industries would laser-focus Netwrix’s prominence among its specific target audiences, maximizing the impact of its coverage.
Taking a vertical pitching approach.
Netwrix produces annual IT Cloud Security and IT Hybrid Security Risks surveys, which are well covered by IT media. In previous years, Avista has garnered significant coverage in IT trade and security publications for the comprehensive research report, including coverage from Dark Reading, eWeek, SC Magazine and the Wall Street Journal. Expanding on the survey’s success and embracing Netwrix’s desire to penetrate multiple vertical industries with the survey data, Avista set out to not only pitch coverage of the survey report in IT and security trade publications but carved out pitching to dedicated industry slices of the survey data to feed to publications in each specific industry, rolling out vertical data segments month over month.
Billions of readers see the Netwrix surveys.
Over the past year, Avista rolled out press releases and proactive pitches specifically focused on each major industry segment represented in the Netwrix surveys, targeting messages with supporting vertical data to deliver compelling coverage. The coverage results were pervasive. Dozens of dedicated, earned articles were secured in each vertical across five industries, in addition to broad IT and security trade publications and business press coverage. More than 281 dedicated articles have appeared covering the surveys in the past year, which drove more than 1,180 social media shares and a total reading audience of 3.69 billion.
Avista performs media relations with tenacity that results in high profile coverage, especially for our annual security reports. In addition, regular quality media mentions have elevated our brand visibility and has caused direct prospect engagement.”
Anastasia Printseva, Director of Public Relations, Netwrix