Sophos is a battle-hardened cybersecurity company, but the industry and surrounding press environment is a complex, competitive place. To achieve standout, the company needed to cut through all the noise and maintain sustained coverage to attract the attention of ITDMs and C-Suite execs.

As its strategic partner we adopted a three-pronged PR approach.

1. Collaborate closely with the Sophos team to tailor research and releases for the national media.
2. Set up an ‘always-on’ press office primed to amplify research, create thought leadership pieces and respond to data breach news stories as they broke.
3. Run 10+ media training sessions over 12 months for subject matter experts and sales teams.

The strategy achieved the breakthrough Sophos was looking for. In the 2024 financial year, we generated 892 pieces of UK coverage and achieved a 17% increase in the volume of national coverage compared to the previous year.

Amongst its key competitors, Sophos topped the charts – ranking number 1 in terms of Share of Voice (SOV) during 2024. And in just our first three years of working with the company, the number of articles secured from news hijacking has leapt from just four to 120.