HackerOne Case Study

Touchdown helps position HackerOne as a go-to source for reporters around AI’s impact on the cybersecurity industry and the potential it offers

Find out how Touchdown worked closely with HackerOne to plan and execute a successful, engaging roundtable that helped to increase brand awareness and messaging around HackerOne’s positioning on Artificial Intelligence to key media.

 

Project date: 2023

Client website: www.hackerone.com

Sector: Cybersecurity 

HackerOne’s roundtable format offers the press an opportunity to learn from experts about a hot topic in the industry they may be curious about or tracking to inform their stories. Both hackers and customers, as well as HackerOne spokespeople, get to showcase their thought leadership in this space in a conversational yet educational environment.

Objective

  • To increase brand awareness and messaging around HackerOne’s positioning on Artificial Intelligence to key media.
  • To become a go-to source for reporters about best practices and questions around AI’s general impact on cybersecurity for current and future stories.

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Challenge

This was an important opportunity for HackerOne to put a stake in the ground on its positioning around AI as an offensive tool used by bad actors – and as a component of security teams’ defensive tactics. The key was positioning the company as a thought leader in the space. By hosting this roundtable, HackerOne ended up owning the conversation in a non-promotional, vendor-neutral way, alongside expert hackers who are actually in the trenches dealing with cybercriminal tactics and working with AI-driven security solutions.

Approach

Touchdown PR worked closely with HackerOne to outline the AI conversation with their hackers and help prep logistics ahead of time.

The Touchdown team then reached out to key media and invited them to be part of the exclusive roundtable, based on the relevance of their coverage. Calendar invites and prep materials were sent both internally and externally. Touchdown staffed the roundtable and helped facilitate any questions from the media.

Key topics included “AI’s effect on the threat landscape,” “How AI has impacted hacking for the global hacker community,” and “What leading brands are doing to remain proactive about their cybersecurity?”

Finally, Touchdown shared the recording with journalists who attended to assist with their stories – and those who could not, so they could still feel a part of the event. The team also handled follow up asks from the media and result monitoring.

Reporters Attended

Key Media Articles
 

Coverage Views
 

Results

Touchdown worked closely with HackerOne to plan and execute a successful, engaging roundtable. An event attended by 9 reporters ranging from Tier 1 business to trade/cyber (3 – Business, 6 – Key Trades). With this campaign, Touchdown demonstrated strong media relationships and understanding of the writers’ focus areas to help HackerOne achieve its goals.

“Working with Touchdown PR on our latest AI roundtable really took it to another level. They were able to leverage their extensive network and media relationships to secure 9 journalists from tier one business press and key verticals.” – Emily James, HackerOne

Result stats:

9 reporters ranging from Tier 1 business to trade/cyber (3 – Business, 6 – Key Trades)

The campaign resulted in 3 key media articles and positioned HackerOne to the press as a thought leader in the AI space.

Online Coverage Views: 57,200