Shifting from defense to offense

After several high-profile security incidents, a leading chip manufacturer was stuck in reactive mode.

Challenge

Stuck in negative press cycles surrounding its security narrative, this leading chip manufacturer needed to move from reactive to proactive to shift the narrative

Solution

Educate the masses on the complexity of hardware security and tell stories about hardware innovations happening across the company

Strategy

Highwire introduced a proactive communications strategy for security PR centered on transparency and storytelling

Campaign results

96%

neutral to positive coverage
in tone in 2022

18%

improved neutral positive coverage from 2019 - 2022

82%

of all coverage included key messages in 2022

Campaign details

All eyes on hardware security
After several critical security incidents, all eyes were on hardware security for the first time. There was no precedent for this and the company was stuck in reactive response mode. They knew they needed to control the narrative to regain leadership in the industry.

Highwire partnered with this leading chip manufacturer with a goal of demonstrating commitment to proactively identifying, mitigating and disclosing vulnerabilities for the greater good. The company began offering clarity around monthly security advisories through blogs and company statements, and strengthened relationships with the media by communicating with and educating the media in order to be transparent and own the narrative.

Proactive Storytelling
Hardware security is complex and the company needed to shift its security narrative through education and storytelling to reinforce key messages of collaboration, proactivity and innovation. Highwire leveraged customer voices, trending news and off-the-record briefings to build relationships with key media and collaborate on meaningful feature storytelling.

Virtual Media Events
To further build relationships with media, Highwire and the client got creative by hosting virtual media events. Topics ranged from trivia focused education and discussions around a new report to trending news.

One example was a Women in Security panel with four female leaders from across the organization to discuss cybersecurity predictions and ways to foster a more inclusive environment for women in cyber. The invite-only panel was attended by 18 reporters, all women, from top trade and business outlets such as NPR, CNBC, The Guardian, Dark Reading, Bloomberg Law, Washington Post and more. On theme, reporters were sent “A Taste of Women’s History Month” gift boxes from Packed with Purpose (a woman-owned vendor).

Not only do these events result in coverage, but they foster long standing relationships and educational opportunities with key press.