Given all the unique circumstances of the past year, the media were often focused on critical updates about the state of the pandemic, the national protests around social injustices, or the presidential election. With the media’s attention largely focused on the events over the course of the year, it was more challenging than ever to grasp their attention. As such, we found that the outreach strategies most effective in capturing the media’s attention were announcements and newsjacking pitches.
These two approaches worked particularly well for our client Light Rider, a quantum LiFi company producing top-of-the-line security products.
When we began our partnership with Light Rider we were tasked with announcing the company and its groundbreaking technology. The company is leveraging the power of quantum technology to create secure, unparalleled encryption products with patented technology. Given the use of advanced technology and the dire need for improved cybersecurity, we knew this would be a story of interest to publications focused on quantum technology and cybersecurity. Through our outreach we secured four interviews with industry publications and a technology podcast. In addition to written coverage, an interview led to an invitation to the CEO to participate in an upcoming event on quantum technology.
Following the success of the announcement, we wanted to focus our attention on the unique background and deep expertise of the founder and CEO of Light Rider, Tony Lawrence. There was an opportunity to continue to build credibility with target audiences by demonstrating Tony’s understanding of cybersecurity and experience with the NSA. As such, we kept an eye out for national stories about cybersecurity so that when a story broke, we could offer Tony as an expert source. There were a couple of campaigns in which we identified and contacted reporters covering the news and offered them an opportunity to connect with Tony, a subject matter expert.
This approach was particularly effective when the story about the FireEye and SolarWinds hack broke in December. After contacting reporters covering the news, we worked closely with CNN, CyberScoop and others to provide Tony’s perspective on the situation, how the hack could have happened and how quantum technology could have helped prevent it.
Light Rider has an exciting year ahead with the availability of its products. It’s been a pleasure working with this innovative and hardworking team and we look forward to supporting the company’s goals in 2021!
2020 Light Rider Coverage