Company: 5WPR, New York City, NY
Company Description: 5WPR is a full-service PR agency known for cutting-edge programs that engage with businesses, issues, and ideas. Founded in 2003, 5W has been named a top US and NYC PR Agency by leading industry publication O'Dwyer's, as well as awarded Agency of the Year in the 2024 American Business Awards®. The agency brings leading businesses a resourceful, bold, and results-driven approach to communication.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year – Technology
 Nomination Title: Huntress - Maximizing Newsjacking with Rapid PR Response
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
We are not submitting a video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
This campaign was launched in February of 2024.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 150 words used.
This Huntress campaign was initiated in response to a critical vulnerability in ConnectWise ScreenConnect, a widely used remote monitoring and management tool. With the potential for widespread exploitation, Huntress CEO Kyle Hanslovan and his team quickly developed a proof of concept to demonstrate the severity of the issue. 5W was brought in to amplify this research, ensuring the cybersecurity community, businesses, and media were informed and prepared to act.
The challenge was twofold: first, to drive awareness of the vulnerability before bad actors could exploit it, and second, to position Huntress as a leading authority in threat research. Given the urgency, 5W rapidly mobilized media outreach, leveraging long-standing relationships with cybersecurity journalists to ensure Huntress’ insights reached key stakeholders in real time.
By bridging Huntress’ research with top-tier media, this campaign not only helped mitigate security risks but also cemented Huntress’ reputation as a go-to source for breaking cybersecurity news.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 218 words used.
The development of this campaign required a fast, strategic, and coordinated approach. Given the urgency of the ConnectWise vulnerability, 5W immediately activated a rapid response plan, leveraging its established relationships with cybersecurity journalists to ensure Huntress’ insights were front and center in media coverage.
The planning process was dynamic, with the team working in real-time to monitor news developments, craft messaging, and proactively pitch updates as the situation evolved. The goal was clear: position Huntress as the leading expert on the ConnectWise vulnerability while ensuring critical security information reached key stakeholders.
Creatively, the team focused on making Huntress’ technical findings accessible and compelling to both industry insiders and mainstream audiences. Messaging was refined to emphasize the broader implications of the vulnerability, increasing its relevance across media verticals.
Media development centered on securing high-impact placements across top-tier and trade outlets. By prioritizing key cybersecurity reporters and outlets known for breaking cyber news, 5W ensured Huntress’ research became the foundation of the ongoing news cycle.
The campaign was executed on a rolling basis, with updates strategically pushed out to maintain momentum. This approach not only drove continued coverage but also reinforced Huntress’ credibility as a trusted voice in cybersecurity. The success of this campaign solidified a strong working relationship between 5W and Huntress, paving the way for future media wins.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 147 words used.
The campaign’s execution was swift and strategic, leveraging 5W’s established media relationships to position Huntress as the authoritative voice on the ConnectWise vulnerability. The team conducted rapid outreach to cybersecurity reporters, ensuring Huntress’ insights were included in breaking news coverage. Through continuous updates and expert commentary, 5W sustained media momentum, driving ongoing coverage across top-tier and industry outlets.
As a result, the campaign secured 104 media placements, generating over 14 billion potential impressions in less than 1 month. Coverage appeared in leading publications such as Axios, TechCrunch, Computer Weekly, Bleeping Computer, and TechRepublic, reinforcing Huntress’ role as a go-to cybersecurity expert. Notably, Huntress was featured in 90% of all ConnectWise-related coverage, solidifying its visibility and credibility within the industry.
Beyond this campaign, 5W’s ongoing partnership with Huntress has led to over 1,000 media placements in just 13 months, demonstrating the lasting impact of this strategic collaboration.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 129 words used.
To further support the claims made in this nomination, we have attached a detailed case study outlining the campaign’s results, including the significant potential impressions generated and Huntress’ prominent inclusion in ConnectWise-related coverage. The case study provides concrete evidence of the campaign’s success and highlights the strategic execution that positioned Huntress as a leading cybersecurity authority.
Additionally, we have included a timeline that walks readers through 5W’s rapid response efforts in collaboration with the Huntress team. This timeline details key moments in the campaign, showcasing how 5W swiftly mobilized media outreach, sustained momentum, and ensured Huntress’ research remained at the forefront of the cybersecurity conversation.
These supporting materials offer a comprehensive look at the campaign’s impact, reinforcing the effectiveness of 5W’s strategic approach and the value delivered to Huntress.
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