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Inserting a Company into Current News Trends

PGP Corporation: a global leader in email and data encryption software for Enterprise Data Protection (EDP).  Customers depend on PGP to protect confidential information, secure customer data, and safeguard companies' brands and reputations.

Situation Analysis:  Since 2006, the Ponemon Institute, an independent research organization that studies information security policy, has issued the annual Cost of a Data Breach Study, which looks at the serious financial consequences of a data breach. In 2007, PGP sponsored the survey to raise awareness about data protection and needed help to get the word out.

Strategy:  Piggybacking on press coverage of data breaches at prominent companies and government agencies, PGP’s PR team developed target media lists that included national dailies, business press, and trade publications. The media relations team scheduled briefings with top reporters and prepped PGP’s executives for all interviews. In addition to discussing the survey results, PGP was able to use these briefings as a platform to discuss the company’s product offerings.

Resulting Media Coverage (including but not limited to): San Francisco Chronicle, Boston Globe, San Jose Mercury News, eWEEK, CSO Magazine, InfoWorld, InformationWeek, Wall Street & Technology, Dark Reading, SC Magazine, Forbes