Client:
Qrator Labs is a global cybersecurity company. It offers a range of network security services to ensure a secure internet and continuous DDoS mitigation for businesses across North and South America, Europe, the Middle East, and Asia.
Client’s goal:
The company approached us in 2022 for support with their global expansion. They aimed at becoming a trusted player and, through that, attracting new clients in the international market. We began with one region, the UAE, and gradually expanded to additional markets. In the end, we worked in the company in 5 countries: the US, Cyprus, the UAE, India, and Malaysia.
Based on the company’s request, we created two major tasks:
Qrator Labs is a global cybersecurity company. It offers a range of network security services to ensure a secure internet and continuous DDoS mitigation for businesses across North and South America, Europe, the Middle East, and Asia.
Client’s goal:
The company approached us in 2022 for support with their global expansion. They aimed at becoming a trusted player and, through that, attracting new clients in the international market. We began with one region, the UAE, and gradually expanded to additional markets. In the end, we worked in the company in 5 countries: the US, Cyprus, the UAE, India, and Malaysia.
Based on the company’s request, we created two major tasks:
- Regularly share Qrator’s news to increase the company’s visibility in the key markets;
- Position Qrator as an expert in the cybersecurity field.
Task 1. Regularly share news to increase the company’s visibility in the key markets
We turned corporate updates into stories reporters wanted. One example: we landed coverage in Cyprus Mail about Qrator joining TechIsland, the largest non-profit IT association in Cyprus. But we didn’t pitch it as simple company news; we tied it to a bigger story of how Cyprus-based businesses are preparing for the EU cybersecurity directive amid rising digital threats. That context made the announcement impossible to ignore.
The company, as it happened a lot, didn’t have much news. To secure mentions, therefore, we had to be creative. Our solution was to rely on data. We developed a data-driven communications stream, providing the media with quarterly statistics on cyberattacks gathered by Qrator Labs. We aligned our data releases with periods of heightened digital activity such as Ramadan, Christmas, Black Friday, and other regional and global milestones to spark media interest. This approach proved highly effective and quickly positioned Qrator as a credible source on emerging threats such as DDoS escalation, botnet growth, and infrastructure vulnerabilities.
Task 2. Position Qrator as an expert in the cybersecurity field
Along with newsworthy data, we offered media quotes from Qrator’s C-suite on how to mitigate rising threats. This positioned the company both as a source of useful statistics and as an expert capable of helping potential clients reduce risks.
Another approach we used was offering media forecasts on cyberattacks during critical periods for fintech and e-commerce services (one of the key segments of the company’s client base), such as Black Friday, using Qrator’s proprietary data and insights.
We also regularly applied newsjacking techniques, offering media quotes and insights on current events. For instance, we shared Qrator’s perspective on the 2024 software update issued by cybersecurity company CrowdStrike, which crashed around 8.5 million machines worldwide, and provided key takeaways on how to prepare for the next major information technology outage. That was a great tactic as we soon began to receive inbound requests for comments from reporters.
We also regularly pitched media op-eds—long-form commentaries with opinions and forecasts on current trends in the cybersecurity industry, including labor shortages, types of cyberattacks, and ways to mitigate them.
Results
Within three years, we built a comprehensive media contact base across all five countries (the US, Cyprus, Malaysia, the UAE, and India), established strong relationships with journalists, and significantly increased the visibility of the company’s experts. We consistently experimented with different formats and techniques, which resulted in 170 publications with a total reach of 540 million. Among them, we secured 15 Tier-1 placements in the US and MENA regions, including The Wall Street Journal, Forbes, Khaleej Times (almost 10M monthly traffic), and TechRadar (around 25M).
Here are the top five:
- The Wall Street Journal | Preparing for the Next Worldwide Tech Outage