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Etap-On-Line
Focus on a
French technological
SMB with high
growth capabilities |
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See this case study |
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Trend Micro is one of the
worldwide leaders in the
field of software
and services with a large
array of content security
and antiviral protection
solutions. Trend
Micro’s solutions
protect the flow of information
between PCs, file servers,
message servers and Internet
gateways. Trend Micro supply
companies with efficient
and easy to use tools that
can be managed in a centralised
manner. |
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The gap existing
between specialised press
titles, aware of
Trend Micro’s offer
in the field of antiviruses
and computer hacking, and
the poor knowledge level
of general or consumer
magazines. |
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Beyond corporate
and product communication,
the mission has consisted
in educating the
media about computer security
and in strengthening Trend
Micro’s expert positioning. |
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- Organisation of regular
Round Table
type meetings, gathering
journalists with various
backgrounds around Virus
Doctor on special topics
linked to the news in the
field of computer viruses.
- An optimised organisation
of the team to
respond to crisis
communication (breakthrough
of new viruses): 24h/24
availability for the distribution
of press releases within
less than 30 minutes. |
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After a one-year long PR
campaign, results have been
more than positive: more
than 700 press clippings
(IT, Business/National,
Consumer, General press
titles), about 30% of them
being dedicated articles;
radios and TV programs with
large audiences; dozens
of press interviews. 25
% of articles present Trend
Micro as an expert.
In the long term, the journalists’
spontaneous reflex
to consult Trend Micro’s
experts has increased during
worldwide virus attacks. |
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