How to Win at Customer Case Studies
Understandably, many elements of cybersecurity within a business are often kept secretive to not allow any sensitive information to get into the wrong hands. This makes securing customer case studies or references for PR purposes extremely challenging…but not impossible! It’s about balance and showcasing the right messages with the media without divulging too much information. It’s essential to present the client’s customers positively and safeguard their interests by ensuring sensitive details are carefully managed. Because we have three decades of experience, we at Eskenzi PR have mastered this art, forming strong trustworthy relationships with our clients and their customers to ensure every party involved gets what they want: the media get their story, the customer highlights their challenges and the reveals the appropriate security steps they are taking, and our client gets positive exposure. Here are some essential steps to crafting an effective cybersecurity case study for PR:
Engage with Key Stakeholders
The first step is to speak with the individuals who were actively involved in selecting and implementing the cybersecurity solution at the organisation. This often includes roles like Head of IT, CISO, IT Manager, Technology Lead, or Director of Information Security. These are the people whose insights are most valuable, as their direct experience can provide the details and credibility that resonate with the media. Once the right person has been identified, arrange a sourcing call to help gather the information you need. Always share your questions in advance to give them time to prepare. This will help streamline the conversation and maximise the information you gain.
What questions should you ask?
Case studies are like telling a story – there should be a start, middle and end and the questions you ask should reflect this. Start with background information about the customer, such as their industry, company size, a basic description of their network setup, and the criteria they used to evaluate solutions. Next, dive into the specific challenges they faced. What were their goals? What issues did they experience before implementing the solution? Were they motivated by compliance requirements, a particular incident, or executive pressure? These answers will offer relatable and compelling content that captures the attention of readers who face similar issues. Then, explore the customer’s decision process and implementation experience. Ask about the solution itself, how long it took to deploy, and which teams were involved. Don’t forget to gather details on measurable business benefits—such as cost savings, enhanced security, returns on investment, or smoother board presentations—and try to capture a memorable quote to highlight these results. Finally, ask about any lessons learned and any advice they would share with others considering similar solutions. It’s also helpful to find out if there are follow-up steps to the project or if they’re exploring other solutions from your client. This insight can provide valuable feedback for your client as well as be used for other PR content such as award submissions.
Putting the Case Study Together
Once you’ve gathered all the details, weave them into a narrative that follows the customer’s decision-making journey. Aim for an engaging, relatable story rather than a dry list of technical facts. Include the best quotes throughout the case study to showcase the solution from the user’s perspective. Visuals, such as photos of the spokesperson or other relevant images, can add a personal touch.
Review and Finalise
Before releasing the case study, ensure it’s reviewed by the person you interviewed so that all quotes are accurate and the customer’s communications team to confirm all details are accurate and approved. Indeed, case studies in cybersecurity are gold dust which is why you must succeed whenever one presents itself. An impactful case study is not only a great marketing tool for client materials but, when told compellingly, also serves as valuable PR content that can amplify your client’s story to a broader audience. This blog is part of Eskenzi’s on-going ‘How To’ series. To read other editions, please click here.