The Digital Footprint of Technology
Client
How to stand out in cybersecurity communications when most brands base their narrative on fear and panic? We focused on Real Time actions, quick reactions, an accessible format, and expert knowledge—catering to both businesses and individual clients. As a result, the brand stopped being seen merely as an 'antivirus' and began to be recognized as a legitimate cybersecurity expert. The key to success was delivering valuable content that broke through to the media and built a new image based on trust.
ESET combats cybercriminals not only with its technology but also through education. The brand's strength lies in its experts, insights, and current data.
The strategy based on RT reaction in media relations has helped in repositioning and developing the business and corporate brand, grounded in educational values in one of the most critical areas of modern times: cybersecurity.
We prepare rapid, reactive, short alerts called Rapid Response. We use global materials and a fast communication channel with Polish experts, monitoring and commenting on important, current events. Within 1-3 hours, the material reaches the media.
For instance, we commented on a statement by Minister K. Gawkowski regarding Russian attacks, major data leaks, the global outage of CrowdStrike and Microsoft, impersonations of well-known brands, services, programs, or charity collections.
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