An AI-powered cybersecurity firm overcame low brand awareness by implementing a strategic communications plan focused on thought leadership. By proactively offering expert commentary on trending cybersecurity news, the company positioned its spokespeople as go-to sources for top-tier business media like CNBC and Bloomberg. This news-driven approach successfully built the firm's profile among its target audience of multinational CXOs and government leaders.

Despite having an advanced AI-powered cybersecurity system that differentiated it from competitors, an AI-Powered Cybersecurity Firm suffered from limited awareness among its target audiences: CXOs from multinational corporations and government technology leaders. The primary challenge was to address this awareness gap and build its profile in the market.

The strategy focused on positioning company spokespersons as experts and thought leaders in the media. This was achieved by closely tracking and anticipating news flow around cybersecurity. The team would then move quickly to offer well-briefed spokespeople to the right journalists to provide topical expert commentary on trending issues and risks.

This approach secured a steady stream of coverage in top-tier business media. Highlights include interviews on the Asia editions of CNBC and Bloomberg TV, multiple interviews with a top-tier APAC radio station reaching over 250,000 business leaders, and commentary in key regional publications like The Straits Times. Over time, the company's spokespeople became the "go-to" source for journalists seeking expert comment on cybersecurity.