Challenge
Symantec has evolved from a company providing problem-solving tools for individuals to the global leader in Internet security. Connect's goal was to communicate that message to specific outlets chosen according to influence, reach and specific target markets and deliver real results, measured by media response and coverage received in the time of a crisis.

Strategy
Connect set out to demonstrate the depth of expertise that Symantec brings to the marketplace, educate and garner proactive media placements in top-tier business and trade press, and establish Symantec as an industry leader by becoming the industry's "voice-of-reason" in a crisis. To accomplish these goals the following tactics were used:

1. Communicate security expertise through profiles of some of the company's security experts. Create bios and pitch a "profile of a virus hunter."
2. Create a monthly "Top Ten" list of malicious threats to distribute to key editors.
3. Leverage threat data gathered by Security Response and provide top security editors access to the data for story ideas and statistics.
4. Publicize the results of the Internet Security Threat Report, a study done by researchers within Security Response.

Results
17 articles appeared in the following publications featuring profiles of six Symantec researchers:

DeepSight subscriptions were secured with top security editors at Bloomberg News, CMP TechWeb, CNET, eWEEK, and the Washington Post. In the first three-month period, 17 stories ran in the following publications:

One-on-one briefings were scheduled with 25 key editors and 40 articles were secured dealing with the findings of the Internet Security Threat Report.