CASE STUDY / CHECK POINT
Check Point
Technology | Cybersecurity
For three decades Check Point Technologies has set the standard for cybersecurity, with CEO and founder Gil Shwed credited with inventing the firewall. With over 3,500 security experts, a world-acclaimed research and intelligence unit, and the broadest ecosystem of business and technology partners in the category, Check Point protects more than 100,000 global organizations of all sizes.
When the engagement began, 5W was tasked with running a standard cybersecurity PR program. It quickly became clear that the volume of research the client was producing would consistently exceed monthly budget under a traditional approach. Check Point was focused on increasing brand recognition beyond coastal urban markets, so the team aligned on a broadcast-only program. After A/B testing, 5W landed on a two-pronged approach: leveraging Check Point's CEO with national media, and small-scale daily newsjacking around regional data breaches and scams. Working with the 24-hour news cycle, the team conducts reactive response outreach around data breaches and scams in local markets every day. In cybersecurity, broadcast producers have completely opposing interests to digital media - so 5W rebuilt the playbook from the ground up.
STRATEGY
RESULTS
- 123 broadcast placements
- 368M+ unique impressions
- Check Point security evangelists placed in 2-3 broadcast segments per week across the U.S.
- Targeted markets including Florida, Colorado, New York, Texas, North Carolina, Ohio, and California
- Strategic markets aligned with hiring and brand-recognition goals
FAQ
What is broadcast-only PR—
Broadcast-only PR concentrates an entire program on television and radio placement instead of digital and print - particularly effective when a brand needs to reach geographies and audiences that traditional trade and tier-one media miss. The Check Point program delivered 123 broadcast placements and 368M+ impressions.
Why does broadcast work for cybersecurity brands—
Broadcast producers prioritize timely, locally relevant stories - and cybersecurity's daily flow of regional data breaches and scams provides ongoing real-time hooks. Broadcast also reaches consumer and small-business audiences that B2B digital media often misses.
How does 5W support cybersecurity companies—
5W builds programs combining executive thought leadership, broadcast development, regional newsjacking around breaches and scams, and tier-one business media - designed to grow brand recognition in both technical and mainstream audiences.
What is regional newsjacking in PR—
Regional newsjacking inserts a brand expert into local news stories happening that day - for cybersecurity, that often means commenting on a recent data breach, scam, or fraud incident in the target city. Done daily, it builds a steady drumbeat of broadcast presence.
How do you measure broadcast PR—
Broadcast PR is measured by total placements, audience reach (unique impressions), market mix versus business goals, and segment-by-segment quality. The Check Point program delivered 2-3 segments per week across strategic U.S. markets.
