Overview
Huntress is a leading cybersecurity company focused on protecting and empowering small businesses to mid-sized enterprises. Combining the power of the Huntress Managed Security Platform with a human-led 24/7 Security Operations Center (SOC), Huntress provides the top-rated technology, services, education, and expertise needed to help companies overcome cybersecurity challenges and protect critical business assets.
5W was tasked with spreading awareness on Huntress's behalf regarding the recently disclosed vulnerability in ConnectWise ScreenConnect, by conducting continued outreach and leveraging updates to the vuln and exploits found by the Huntress threat research team.
Strategy
All hands were on deck during this rapid response moment. Initial pitching efforts included rapid response outreach to all outlets covering cyberattacks, many of whom already had established relationships with the 5W team through years of cultivating cyber friendlies. Through fast-action and consistency in disseminating updates as they occurred, the team cemented Huntress as the go-to source for all things ConnectWise.
This led to inbound requests as the situation developed and more news came out about the ConnectWise vulnerability. Not only did this campaign establish Huntress as a respected and knowledgeable source for threat research–especially when it's breaking news–but it was also the first big news moment that 5W worked on with the client. By delivering consistent results, being quick on one's feet, and providing a clear plan of action to keep Huntress' name in the media after ConnectWise died down, the Huntress CEO increased his trust in the agency as valuable partners.
Results
5W secured placements in top-tier coverage such as Axios and key trade outlets including TechCrunch, Computer Weekly, Bleeping Computer, TechRepublic and more. Huntress was included in 90% of all ConnectWise-related coverage. Beyond the ConnectWise vulnerability campaign, 5W has secured more than 129 placements for Huntress over the course of four months.
