LifeLock, an identity theft prevention company, expects PR efforts to contribute to the bottom line. Its PR strategy is broken up according to region, and firms that can't show tangible results, namely in the form of new clients, are replaced. Giles Communications took on this weighty task.
To generate new clients and raise awareness for LifeLock, Giles targeted top-tier media outlets like The New York Times. However, such outlets take time to cultivate. Giles was two days from being fired when Mike Prusinski, LifeLock VP of communications, told the firm to pursue talk radio. "There are more radio stations than newspapers or TV stations, so it makes sense," says Prusinski. "We got rid of other firms because they weren't open to talk radio."
The firm pitched LifeLock's CEO, Todd Davis, as an expert in ID theft prevention, with Davis offering up his Social Security number as a sign of confidence in the company's services. "[Our] niche was regional, so you need to relate back to that community," says Jodi Burack, VP at Giles. Adds Prusinski, "If you have a Social Security number, it applies to you." By making Davis available to any outlet anytime, the firm was able to line up three or more interviews in a day. It conducted up to six daily in the two weeks after the Veterans Affairs information breach.
LifeLock conducted about 700 interviews across all regions in about 24 months, the majority being radio spots. The company also added about 40,000 new clients from its overall PR initiatives.
Giles has worked with LifeLock longer than any of its other firms and will continue to work with it for the foreseeable future.
PR team: LifeLock (Tempe, AZ) and Giles Communications (Purchase, NY)
Campaign: Northeast regional outreach
Duration: January 2006-ongoing
Budget: Under $75,000 per year