2022 Industry Trends Report

Download the report.

Now in its third year, STANLEY Security’s Industry Trends Report has become a staple in the industry, as evidenced by the soaring YoY results.

Collaborating with marketers across the globe, I again produced a global content asset – backed by a truly global marketing campaign – that delivered tremendous results. I also led the PR strategy and execution, which were implemented globally for the first time.

PR Strategy

The PR strategy included three phases:

1. Launch the press release in the U.S. and France first and conduct media outreach to target publications in these markets
2. Launch the press release in Canada and the rest of Western Europe, with media outreach to follow
3. Leverage the themes (e.g., trends) within the report to build our PR content roadmap for the first half of 2022

For the first time, the press release was translated into seven languages and distributed across 17 countries. With new tools at my disposal, I set up a dedicated Cision dashboard for monitoring coverage and measuring the press releases’ impact across all regions. I also set up a social listening dashboard on Cision to monitor for mentions on social media sites.

This provided visibility into how the content was performing and where it was performing best, while helping us to pivot when needed. For instance, by monitoring the dashboard, I noticed we had not received any coverage in the Nordics, a key region of focus for STANLEY Security. I connected directly with the Nordics marketing team to make swift changes to boost media coverage in those countries.

PR Impact

My focused and targeted PR strategy produced incredible results:

• 625 pieces of media coverage, an increase of 3,806% YoY
• 276M potential reach, an increase of 5,436% YoY
• $519,000 ad equivalency*, which we had no benchmark to measure against

*Ad equivalency is used to estimate the dollar value of an article or piece of coverage. Though the use of this metric is debated across the PR industry, it is still helpful in providing the business context.

Below is a snapshot of our top media coverage:

The press release and our dedicated outreach produced a good mix of coverage – from general business publications to highly niche target media. Some highlights include:

• Integrated platforms a key investment area for 2022: Stanley survey
• STANLEY Security’s Annual Industry Trends Report Shows How Companies Will Redefine Business Operations
• “48% of businesses are looking to adopt 5G technology in the next 18 months” – Stanley Security Industry Trends Report 2022

Additionally, as we began pitching the themes from our PR content roadmap, we quickly gained traction and secured/published the following bylines:

• How the Use of Cloud Security Technology Can Drive Business Efficiencies  
• How to Innovate Your Organization for a Safer, More Efficient Environment
• Why People Will Power Business Security In 2022
• How people will power business security in 2022 and beyond
• Using AI, machine learning and advanced analytics to protect and optimize business

An effective content strategist knows that a piece of content is only as good as its distribution plan, and that’s the approach I take each year with the Industry Trends Report. It continues to pay off, as we see metrics soar each year!

Full results: The report generated 4,600+ downloads, 625 pieces of media coverage (an increase of 3,806% YoY) with a potential reach of 276 million (an increase of 5,436% YoY) and ad equivalency of $519,000.