How Passpack Built Cross-Media Coverage from Topical Data Studies
FOI Data Studies, Reactive Commentary and Vertical Trade Articles Drove Sustained Coverage Across TechRadar, Daily Mail, MSN, HR.com and More.
Enterprise-grade security for SMBs
Passpack is a zero-knowledge password management platform designed for small and medium-sized businesses. The company delivers enterprise-grade credential security, including SOC 2 compliance and end-to-end encryption, at a price point accessible to SMBs — positioning itself as a credible alternative to larger, more expensive enterprise solutions.
Three goals shaped the brief.
Establish Chris Skipworth as a cybersecurity thought leader
- Position Passpack's CEO as a go-to expert for journalists covering cybersecurity threats and data breaches
- Secure interviews, executive profiles and bylined articles in target trade and business publications
- Build Chris's reputation across cybersecurity, vertical trade and business media
Build brand awareness in target verticals
- Land editorial coverage in vertical trade publications across financial services, HR, marketing, real estate, MSPs and healthcare
- Position password management as foundational business security infrastructure
- Support product launches and market expansion with coordinated media coverage
Build brand citations and backlinks
- Generate backlinks from high-authority publications to strengthen domain authority
- Create linkable assets on the Passpack website that journalists cite and link to
- Get Passpack's brand cited across articles discussing credential management and data security
A multi-angle campaign engine.
We developed and executed a number of campaigns to put Passpack in front of cybersecurity, trade and business media — combining original data studies, reactive commentary and vertical bylines.
- 01
Commissioning original Freedom of Information (FOI) data studies into reported data breaches across UK government departments, pitching the findings as exclusives to national, trade and local media
- 02
Securing reactive expert commentary placements by monitoring breaking cybersecurity news and offering journalists timely, attributed quotes from Chris Skipworth
- 03
Developing and placing bylined articles in vertical trade publications across Passpack's core target sectors, including HR, real estate, MSP/channel, facilities management and insurance
Sample of Media Wins
'Stop Using ChatGPT to Generate Your Passwords,' Pleads Security Expert
Booking.com Data Breach: Travel Scams Are Harder to Spot
What Booking.com's Huge Data Breach Means for Holidaymakers
2026 HR Resolutions: 3 Password Management Changes That Will Protect Employee Data (And Your Job)
Why Estate Agents Are Prime Targets for Cyber Criminals
How Smart Building Systems Became the Weakest Link in Property Security
MSPs Are Credential-Rich Targets — And Most Aren't Protecting Themselves
What Your Own Cybersecurity Says About You as an Insurance Professional
Council Data Breaches Rise 53% in Five Years, Study Finds
English Council Data Breaches Up 53%
Council Data Breaches Rise 53% in Five Years, Study Finds
Shropshire Council Data Breach Referrals Among England's Highest
Data Breaches at Bedford Council Have Risen 150% Over a 5-Year Period
Passpack Adds Amsterdam Data Residency and Six Languages
HENNGE Launches Password Manager with Passpack in Japan
How Marketing Agencies Can Protect Client Data in an Era of AI-Powered Threats
What Our Client Says
Axonomy secured over 50 placements in the first 5 months, across US and UK media, all of which were focused on password management and data security. This has included top tier media such as the Daily Mail and MSN, as well as dozens of pickups in trade media across our target verticals.
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