Building a post-quantum thought leader with Entrust
In the high-stakes realm of digital security, staying ahead of the latest threats is the number one challenge. The advent of quantum computing promises to completely rewrite the rules of the cybersecurity landscape by rendering current encryption methods obsolete against quantum-powered hacking.
Recognising the threat quantum technologies pose to cyber defences, digital identity security leader Entrust aimed to establish itself as an authority at the forefront of guiding the transition to a quantum-safe future. Leveraging TFD’s expertise and relationships within the Quantum and Cybersecurity sector, Entrust enlisted us to promote its thought leadership on post-quantum cyber readiness with the UK industry media.
Challenge
Entrust needed to present its knowledge on this complex subject in a compelling manner, in an increasingly crowded cybersecurity market with high potential for confusion, misunderstanding and ambiguity. Its unique perspective had to capture the attention of the media and prospects alike.
What we did
TFD thrives on conveying even the most complex technological concepts as compelling narratives for a wide range of audiences. Drawing from our wealth of experience in shaping thought leadership and media strategies, we set out to crystallise Entrust’s position as a visionary in the post-quantum field.
Working with thought leaders within Entrust, TFD defined the most pertinent aspects of the company’s post-quantum expertise, to decode key dimensions of quantum-safe security into digestible concepts. The team developed a unique narrative to position Entrust as an authoritative voice on post-quantum cybersecurity, able to provide cryptographic technology and algorithms to defend in the post-quantum era, while aligning the narrative with the interests and knowledge level of the target audience.
This approach was deployed via rapid response comment on industry news, standards and quantum chip developments, proactive media comment pitching, byline article creation and exec interviews.
Results
This strategy proved to be highly successful. Over the course of a 12-month period, TFD’s efforts generated 30+ pieces of post-quantum related coverage for Entrust in the UK and Germany, positioning Entrust as a credible and established thought leader on the subject. These results included tier 1 and National media hits in publications such as Computer Weekly, BBC News, The Stack, TechMonitor and IT-Daily.net
