0
Total monthly unique visitors
0
Pieces of coverage
0
Profile interviews

Objective

Working in conjunction with the Ministry of Defence (MOD) and Logiq Consulting, we were appointed to deliver a marketing and communications campaign for the launch of Secure by Design. In addition, this included raising awareness of the adoption of this new approach to managing cyber security. 

With many external stakeholders and partners, it was important to explain to the world what Secure by Design is, why it exists and what its implementation means for these third parties and those working with the MOD.

Result

In just eight months, we achieved 20 pieces of highly targeted coverage – equivalent to 1,000,000+ total monthly unique visitors. This was across a range of cyber, security and tech publications including a three-page spread in Security Journal UK. This coverage stemmed from press releases and longer-read thought leadership pieces. We also placed a profile interview with a senior member of the MOD’s cyber resilience team in Raconteur, part of The Times, and several interviews with Christine Maxwell, project lead, in ADS Advance. 

Not only did this highly effective PR campaign help spread information about Secure by Design to industry peers and leaders, but these articles also provided a further avenue for communicating the change with MOD employees reading the articles.

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Challenges

On the face of it, Secure by Design could be seen as a complex system and it needs to be as its job is to protect national security. So our challenge was to create stories and opportunities that allowed us to explain the process in layman’s terms to build a greater understanding. We also want other businesses and organisations to learn from the bar the MOD has set.

Strategy

We kicked off the external PR campaign with a press release announcing its official launch in July. While news of Secure by Design was already out there, this enabled us to let the world know that it was ready and was now officially being used throughout the MOD. 

Following this we could choose several key, interesting topics for longer-read thought leadership style articles in target publications. These opportunities allowed us to control the narrative slightly more, harnessing in on the key areas of importance for Secure by Design and choosing topics that really allowed us to reach the key audiences.

Guerilla Tactics Used:

PR

Media relations

Interviews

Content creation