Creating a Major Player in the Incident Response Market
AccessData was known as a provider of forensics and e-Discovery services and solutions - seen as “older” security technologies.
When the company came to Merritt, the PR program was primitive and there was little in the way of brand recognition. They wanted to be more known as a leader in the Incident Response market.
Merritt put together a strategy focused on the company’s differentiation in IR and research around POS security. Merritt used rapid response around breaking news, edgy security themes, research and proactive media relations to put the company on the map in the cybersecurity market and in front of Tier 1 press.
Merritt averaged 25 media/analyst opportunities per month for the company and its executives were regularly quoted in breaking news stories in target trades like eWEEK, Dark Reading and also in business press like NBC News, CNBC, Wall Street Journal and many more.