Project summery
At the end of 2019, Tufin, a company that develops a policy-centric approach to security in IT operations, commissioned Weissenbach PR to manage public relations and PR in DACH. At that time, the network segmentation approach was still an absolute niche offering. The initial aim was therefore to raise awareness of the topic, communicate the benefits of network segmentation for corporate network security to experts and support the establishment of Tufin in the DACH market.
Goals
Challenges
At the time of commissioning, network security policy management is a niche offering that is little known both in the UK and European markets and among target audiences in German-speaking countries, let alone the Tufin brand itself.
The aim was therefore to establish Tufin as a provider with a service relevant to corporate network security and at the same time to communicate the importance of this service.
“When new technologies and security approaches are introduced, simple explanations of the technical background and the benefits for users are needed. For years, I have enjoyed working with Code Red Security PR because they deliver just that and provide me, as a journalist, with access to new topics.”
Ralf Ladner
Chief Editor at NetzPalaver
The Strategy
Results
Targeted coverage and establishment of key Tufin spokespeople as thought leaders and experts for the industry.
Clear and consistent communication results led to more than 70 high quality media reports per year in DACH.This ensured that Tufin took the leading position in the share of voice within just a few weeks, with 43% compared to 32% for its closest competitor – and continued to maintain this position.
