Client Results: Cyber Security Industry Alliance
Overview
The Cyber Security Industry Alliance (CSIA) was formed by the CEOs of several of the largest security companies in the industry—Symantec, EMC-RSA, Check Point Software Technologies, McAfee, Qualys, PGP Corporation, and others—to be the voice of cyber security policy in the US and EU.
Challenge
CSIA needed authoritative positioning in the marketplace, right from the start of Merritt Group’s four year engagement with CSIA, which officially began at the RSA Show in February 2004 with the organization’s launch.
Strategy and campaign
Merritt Group quickly positioned the organization and its Executive Director, Paul Kurtz, as a leading authority on the cyber security legislative climate in the US. Merritt leveraged Mr. Kurtz’s White House background, as well as research CSIA conducted on HIPAA, Sarbanes-Oxley, FISMA, spyware, and data security legislation.
Over the course of the engagement, Merritt Group helped CSIA develop strong relationships with the business/policy/technology press, including Associated Press, BusinessWeek, CNET, Congressional Quarterly, IDG News, National Journal, The New York Times, San Jose Mercury News, The Wall Street Journal, UPI, USA Today, and others.
Each year, CSIA releases its annual cyber security report card and priorities, evaluating how the government performed in certain areas of cyber security during the prior year and outlining new areas of focus for the upcoming year. This annual report card is one of CSIA’s largest news drivers, so Merritt planned the release of the news in tandem with press events held in D.C.
These events were attended by reporters from all the top tier trade publications and business press, including CNN, The Wall Street Journal, and The Washington Post. The first year of the event, Merritt secured the front page of The Wall Street Journal and over 50 pieces of coverage.
Results
Because of Merritt’s work with CSIA over the years and the organization’s position as a vendor neutral expert on all things related to cyber security, press were always eager to speak with the organization’s leadership. Merritt often managed from 5 to 10 inbound press requests per week.
Merritt’s ultimate success with CSIA was positioning the organization as a go to thought leader, not only in the security market but also among key public policy circles and business audiences.