August 26, 2011

Sophos Appoints Affect to Lead PR for Naked Security Blog

Affect (www.affect.com), a public relations and social media firm specializing in technology, has been chosen by information security firm Sophos, a global leader in information security solutions for business, as the North American agency to represent its award-winning Naked Security blog.

Affect has partnered with Sophos’ Naked Security team to deliver a rapid response media outreach program, broadcasting their expertise on the latest threats. A cornerstone of this program is leveraging Naked Security insights to lead media conversations around security issues. Topics range from traditional malware and hacker issues to large-scale corporate data breaches.

Affect brings to the table its extensive media relations skills, as well as its proprietary programs for Story Hijacking and Trend Intervention for taking over breaking news conversations and inserting clients into breaking news stories with relevant content, analysis and commentary. Affect’s ability to translate technical concepts for multiple audiences and its in-depth understanding of social media attracted the Naked Security team.

As part of its engagement, Affect will also work closely with Johnson King, Sophos’ agency of record in the United Kingdom and Affect’s strategic partner. Affect has a long history of collaborating with Johnson King to deliver cohesive marketing communications programs for clients on a global scale.

“We evaluated several US-based PR agencies, and we quickly felt that Affect was a strong fit for us. We wanted a PR partner that was both down to earth and quick on their feet – someone who would take Sophos Naked Security’s breaking news, package it appropriately and get it out to key media contacts across North America at break-neck speed,” said Carole Theriault, Editor-in-Chief for Sophos Naked Security. “The last few months with Affect have shown us that they understand our objectives and know how to help us meet them. I look forward to continuing our close and productive relationship.”

“The threat landscape is constantly changing and Sophos is one of the major players in the ecosystem,” said Sandra Fathi, president and founder of Affect. “At Affect, we believe that a necessary component of any strong public relations program is to closely monitor the media and breaking news cycles to quickly identify opportunities in which we can insert our clients’ voice. Sophos is the ideal partner for us because they share this approach. Working together, I’m confident we can continue to cement Naked Security’s position as the number one security blog and industry media source.”