Thought Leadership & PR
Following the appointment of a new regional director, Essential created a UK focused thought leadership strategy to position Radware as a leader and innovator in its field. Having established the key messages, Essential created a proactive PR strategy that complements Radware’s news pipeline. At the heart of the strategy is a thought leadership programme aimed at the technology and security trade titles, channel press and crucially the vertical magazines writing for the sectors that Radware wants to engage with. The programme comprises a series of tailored by-lined articles and profi les of the regional director as well as proactive feature comment. As the security industry is fast paced, with new high profile cyber attacks every week, the team has established a reactive media strategy, and regularly turns security issues identified by the Radware Emergency Response team into news stories - a great example was the security vulnerabilities that the FIFA World Cup presented to sponsors and broadcasters. Using well-established relationships, Essential, jumps on stories to offer Radware’s opinion on the situation either through news bulletins and interviews, letters to the editor, and opinion pieces.
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