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News Hijacking

In a crowded security space, Ghostery, a browser extension that makes your web browsing experience faster, cleaner and safer, needed to stand out from the pack. Diffusion, Ghostery’s PR agency of record, was tasked with getting the company in front of influential reporters in the consumer security and IT space, as well as positioning the company as a thought leader on all things security.

Insight & Idea

As soon as news broke from Google announcing a proposed change to its Chrome browser that would kill off external ad blockers and privacy tools, Diffusion moved to explain the potential impact on the everyday consumer and how it would limit the ways consumers could protect their privacy online.

Within an hour of the news breaking, Diffusion worked with Ghostery to issue a public statement, taking Google to task on the misuse of its market-dominating position and potential harm to consumer rights. Diffusion then immediately executed a rapid response news hijack to get Ghostery’s point-of-view in front of influential media.

Impact & Action

Diffusion secured attention across multiple top-tier business and tech industry trade media and generated coverage for Ghostery’s statement in Bloomberg, Fortune, WIRED, CNET, MSN, BBC, Gizmodo, Tom’s Hardware, MediaPost and 9To5Google – firmly positioning Ghostery as a leading industry thought-leader and expert commentator.

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