ExpressVPN

Despite being a recognized player in the industry, the cybersecurity company struggled with media visibility in an oversaturated market. Before joining forces with the PR experts at Bospar, the company had received several unfavorable product reviews that threatened its reputation.

In our discovery process with this client, our PR professionals helped to identify a critical market education gap: consumers relied on basic browser security features while remaining unaware of serious privacy vulnerabilities when browsing and streaming content online. This presented a challenge and an opportunity to position VPN technology as an essential security solution.

Bospar – an award-winning PR agency with deep experience winning meaningful media coverage for cybersecurity clients – created a comprehensive strategy to transform the company from just another VPN provider into the industry’s most trusted authority.

Our PR strategy involved building the client’s global brand recognition by establishing positive awareness for the company across domestic and international markets. Bospar’s PR team quickly got to work elevating the cybersecurity company’s technological innovations, positioning the client’s executives as thought leaders and building a review excellence program.

The team developed newsworthy announcements that warranted launch-level media coverage and created educational how-to content that established the company as a helpful industry resource. A comprehensive editorial calendar mapped major industry events and trends to ensure consistent monthly media presence and thought leadership opportunities.

To make the company the definitive voice for VPN technology, our PR professionals developed a robust thought leadership program that would position the company as the go-to expert for media outlets and consumers seeking VPN guidance. The strategy extended beyond traditional security messaging to highlight lesser-known VPN benefits, such as cost savings opportunities, thereby broadening the value proposition and appeal to diverse consumer segments.

Our PR strategy also explored and exposed customer behavior and decision-making processes. Understanding these drivers provided valuable insights that we leveraged in pitching media, while adding an authentic market perspective that resonated with press and prospects alike.

To maximize visibility, we also did newsjacking, monitoring the news to identify where we could insert the company into media conversations and sharing with the media ready-to-go client quotes emphasizing the importance of VPNs to privacy, cryptocurrency, gaming and travel.

We also offered client counsel on content distribution, ensuring the PR team could strategically shop blog content to external media outlets before appearing on the company’s own channels.

A critical component of the cybersecurity public relations strategy involved implementing a comprehensive reviews optimization program. We started by analyzing previous unfavorable reviews to identify improvement opportunities and optimal timing for re-engagement. Then we developed a reviewers’ guide, providing step-by-step instructions on how to use the client’s service, testimonials from respected third parties and key messages we wanted to appear in reviews and stories. For areas where the product faced limitations, the guide proactively explained trade-offs to help reviewers understand design decisions and positioning choices.