Duo Security is a market leading security specialist providing two-factor authentication, endpoint remediation and secure single sign-on tools. Duo’s Trusted Access solution confirms the identity of users and the health of their devices before they connect to an organisation’s networks and applications, guarding against malicious intruders impersonating legitimate users, and real staff inadvertently introducing malware though corrupted endpoints. Duo prioritises making the security process as painless as possible, enabling staff to focus on their work while still ensuring maximum security.
Today the company processes 300 million authentications a month for more than 10,000 customers around the world. Duo’s solutions are relied upon by a wide variety of industries, including technology, education, federal and healthcare. Its customers include global market leaders ranging from Etsy and Facebook to Random House and Toyota.
Launching PR in the UK
Following its success in the US, Duo expanded into the UK and EMEA. After launching its direct sales and channel networks, Duo opted to add PR into the mix in 2015. The company needed a UK PR agency that could quickly establish a reputation in the UK to match its status as a dynamic innovator in the US. Building awareness for Duo’s unique and disruptive approach to two factor authentication with key UK press and analysts was a major priority.
Choosing a PR agency
Establishing a presence in the UK required an agency with a self-starting attitude along with deep experience and contacts with the cyber security industry. To this end, Duo appointed cyber security PR specialist éclat Marketing. Duo was impressed with éclat’s focus on proactive activity such as securing breaking news opportunities and creating media campaigns, and its payment by results (PBR) model, which establishes a strong sense of shared risk and reward.
After its appointment in November 2015, éclat was quickly able to build momentum with the UK press. The agency used a combination of hard news stories, rapid response to breaking news and features, customer stories and thought leadership articles to quickly establish Duo as a leading security thought leader.
More than 60 interviews with key press and analysts were secured and facilitated in 2016 and 2017, along with more than 20 opinion articles on central thought leadership themes, such creating a positive user experience, and best practice in securing a mobile workforce.
Coverage has included regular pieces with the UK national press, including the BBC and newspapers such as the Daily Express, along with leading tier one tech site such as The Register and Computer Weekly. éclat also positioned Duo as a regular contributor to essential security and technology trades such as SC Media through rapid response and feature comments.
Alongside breaking news and journalist requests, éclat also planned and executed proactive media campaigns. éclat secured a primetime broadcast interview on ITV’s Tonight programme, with Duo Security Research Engineer Chris Czub discussing Christmas cyber scams. The programme was broadcast on 1st December 2016 and reached an audience of more than 3 million viewers.
Other proactive campaigns include highlighting the dangers of phishing for university students, which secured substantial coverage in key education titles including Times Higher Education and University Business.
The total readership for press coverage in 2017 alone extended to over 57,000,000 readers.
3. Building a Successful Channel
✓ Channel Approach
✓ Finding the right distributor
✓ Establishing the partner network
✓ Margins of error
✓ When is a distributor not a distributor?
✓ Accelerate your launch
✓ Managing a new channel
4. Becoming a Cyber Security Super Star
✓ Why Public Relations?
✓ The need for a local approach
✓ Why real relationships matter
✓ Why genuine localisation matters
✓ You can’t fake being a local
✓ Setting realistic goals and expectations
✓ Choosing the agency