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.
Strategy
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 ...