Datakey, Inc. (now Safenet) Safenet-Inc.com
Background
Datakey, Inc. (OTCBB:DKEY) was an international leader in smart card solutions for public key infrastructure (PKI) security processes and protocols for mid-size to enterprise organizations primarily in the government and financial sectors.
Goals: Datakey sought to reposition itself in the marketplace as 1) a leader in delivering two-way authentication solutions, and 2) as a thought-leader in security and identity management.
Strategy
BuzzPR embarked on an aggressive introductory media/analyst tour targeting IT security reporters and industry analysts, raised visibility for Datakey executives through speaker and contributed article placements, and launched simultaneous product review and industry award programs.
Results
Within a four-month period, Datakey’s CEO was invited to present at key industry events Infosec and Security and Technology Online (SATO), and was successfully recognized as a leading resource in security and identity management among both media and analysts. Relevant news and product review coverage was secured in tier 1 IT security and network management publications such as SC Magazine, Network World Identity Management Newsletter, Information Security Magazine, Microsoft Certified Professional Magazine and Federal Computer Week. SafeNet, a global leader in information security, acquired Datakey two months after the PR campaign concluded.