SonicWall: Helping the good guys look cooler than the crooks

Internet security company SonicWall increased its share of voice by 50% using its existing data to develop press-friendly pitches for journalists in the UK.

Today’s cybersecurity space is packed with vendors jostling for position. Cutting through the cyber noise created by literally hundreds of vendors looking to provide their thoughts and opinion on the latest threats and hacks is no mean feat. SonicWall approached Positive to help it gain Share of Voice back from much larger local hero, Sophos. Positive was tasked with elevating SonicWall from the ‘usual suspect’ tech and channel press coverage, in favour of national publications.

Positive advised and worked with SonicWall to develop rapid fast-follow trendjacking storylines based on SonicWall’s internally generated trend data. This ‘secret’ underused research proved...

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