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Compliance and data privacy are critical areas for any business, but most aren’t aware of how exactly that works. Our client, a US-based information governance company, addresses this with its unified, industry-first legal GRC software platform. Prior to its expansion in India, the company was keen to engage with the media and promote its R&D and diverse hiring efforts. We designed a comprehensive plan that drew media attention to a little-known sector and garnered positive brand sentiment for the company as a champion of diversity.

The Challenge

With over 3000 global clients across multiple industries, our client has been a pioneer in legal governance, risk and compliance since its inception in 2006. The brand had recently hit unicorn status and was looking to hire extensively from tier-2 and tier-3 cities in India, and thus sought to generate some media buzz and build a digital footprint.

The media, however, wasn’t accustomed to covering stories on digital forensics and government compliance, which meant fewer opportunities for industry mentions. To add to the challenge, the company’s major competitor had already received a lot of coverage. Moreover, it was the company’s first major foray into the PR space, which meant their spokespeople needed extensive media training. There were challenges in this, but there were opportunities too.

The Approach

We devised an all-round PR plan that would target leading media outlets to position our client as a pioneer in the legal GRC space. High-quality thought leadership and press content was crafted and placed in online tech publications, and press notes were shared about the company’s focus on hiring from tier-2 and tier-3 cities. Emphasis was placed on the CEO’s journey and how he built the company out of his garage and scaled it up to its present unicorn status. Focus was also given to the women spokespeople on the team, positioning them as STEM leaders.

The Impact

Over the course of six months, our client received extensive coverage in mainlines and tech publications. The media hailed their efforts to actively recruit talent from tier-2 and tier-3 cities, and the CEO received positive attention as an Indian entrepreneur who made it from the ground up. There was also positive sentiment about the company as a leader in diversity hires, particularly highlighting the women in leadership positions. Overall, the company received eight bylines in tier-1 publications.

  • Media features in top publications like Economic Times, YourStory, TOI and The Hindu
  • Founder profile featured in publications such as Forbes, YourStory, Entrepreneur, TOI and The Hindu
  • Multiple case studies in CXO Today
  • Over 300 media hits generated in six months

Note: We have not mentioned the client name due to confidentiality reasons. However if you would like to know more about the particular case study please feel free to contact us or write to us at info@starsquaredpr.com