8:02 I pull into Eskenzi’s offices and park in the bay nearest the door. Hoping I’m not too late. Lara buzzes me in. I go in and take a seat. Lara points out she’s bought three packs of party rings. I am excited but play it cool by giving an approving nod.

8:05 Yvonne and Dan arrive. Yvonne apologises for being late – don’t tell her that I’ve only been in the office for 120 seconds thus allowing her to assume I’d been here much longer. I feel the tinge of power surge through my spine.

8:10 We’re all in the car. Dan is riding shotgun, Lara and I are in the back.


8:15 Yvonne mentions the steering is a bit wobbly. Everyone ignores her. In hindsight, this was the equivalent to a horror movie where someone say’s they heard something in the basement and goes to investigate alone whilst the rest of her friends laugh and carry on watching T.V.

10:15 A bird does a MASSIVE poo on the car windscreen whilst driving at nearly 80mph in the fast lane on the M4. Everyone laughs as Yvonne recalls a time that a bird poo’d on her head whilst driving a convertible and Lara recalls the time a bird poo’d on her head the first time she kissed a boy. Dan and I exchange a look that says, “stay away from these
two when birds are circling overhead”.

10:16 Laughter is cut short as a pop is heard, followed by the loud rumble of a wheel driving on its rim. Yvonne channels her inner Val Kilmer and holds it steady like Ice Man – gliding the car effortlessly to safety on the hard shoulder.

10:17 The front driver-side tyre is gone. I decide that it’s not worth the risk trying to change a tyre next to the motorway and have some party rings.


10:20 Lara is frantically searching for a lighter for her cigarettes.

10:30 Dan is contemplating getting the train home.


11:20 The AA man arrives and proceeds to change the tyre right next to the motorway. He seems very cheery whilst doing it… I have my camera in hand ready to record the moment an 18 wheeler drags him 2 miles up the road before stopping… unfortunately that didn’t happen and my hopes of selling the video to you’ve been framed for £250 were dashed.

11:30 AA man advices us to get tyres checked out from a garage in Swindon. Yvonne asked if Swindon was the next exit (which was marked Swindon) and he shook his head and said, “I dunno, I came from the other direction.” (true words)

11:35 Lara has located a Kwik Fit and gives us directions.

11:50 We’re at a Kwik Fit, but unlike the name implied they were anything but quick – with a 45 minute waiting time.

12:10 We find ourselves at another tyre shop. Whilst waiting for it to be repaired we ask for directions to someplace to get a coffee and directed towards Swindon’s finest establishment – Tesco’s.

12:20 Next to Tesco is a Giraffe. Not just any Giraffe, but Swindon’s first ever Giraffe – complete with half-finished ceiling. Everyone opted to have lunch.


13:00 Car is ready, team Yvonne, Lara and Javvad are ready to plough ahead undeterred – but Dan has to bow out. We leave him on a road and he walks towards the train station, the theme tune to the incredible hulk tv series plays in the background.

13:15 I console myself with the departure of Dan by eating a couple of party rings.


15:00 We make it to Cardiff and buzz the barrier to let us into the building. Only to find we’re at Capitol House and we need Capitol Square.

15:05 We make it to the right building and go up to the fifth floor where only a couple of Alert Logic employees are hanging around for us.

15:15 With fresh coffee’s in hand, we’re given a grand tour of the office. Which in honesty was really really nice. Very nice decor and really well thought out.

15:30 Step in for a briefing with Misha and Will on the latest and greatest technology and roadmap.

16:30 We prepare to say our good-bye’s. We are given commemorative spoons.


18:30 The service station has a starbucks. Lara and I opt for pumpkin spice latte’s and a couple of loafs of pumpkin spice bread. By which time even Yvonne gives in and tried some of the loaf. I was disappointed she didn’t give in and try and party rings though.

20:15 We are back at Eskenzi HQ. We say are goodbyes quickly. After 12+ hours in a car together everyone wanted to make a quick departure before cabin fever set in.

IT Sec Analyst Forum Logo NEW


There are just 10 places available to attend the highly exclusive IT security analyst & CISO Forum in 2015 which is an event that Eskenzi PR has organised now for 8 years in London.

On 8th June you can meet 13 of the world’s top IT security analysts on a one to one basis – then once you’ve briefed them you’ll get to meet them informally over dinner.  This event is nicely balanced by introducing you to the CISO community on day two, 9th June. The morning starts with over a dozen of the most influential CISOs in the UK meeting to discuss their IT security requirements and needs as well as share intelligence with the small number of analysts and vendors who attend the event.

After the CISO discussions a new Vendor EXPO will be opened up to further IT Security Professionals to attend educational CISO and Analyst presentations on what’s hot, what’s not and what is the next big risk enterprise organisations will be facing. The New Vendor Expo will attract around 50-75 Additional Security Professionals providing you with an increased number of leads from the event helping the cost per lead of this activity. It will be invitation only and registrations will be vetted.

Analysts and CISOs come back year after year because they find this event so fruitful and we always reserve 4 places to IT security vendors who are not Eskenzi clients.

If you would be interested in attending this event and would like to receive a brochure,  then please call Yvonne on 0207 1832 832 or fill in the contact form below!

You can read more about the IT Security Analyst & CISO Forum 2014 at www.itsecurityanalystforum.com

Some of the analysts attending include:

  • Ovum – Andy Kellett
  • IDC – Andrew Buss
  • The 451 Group – Javvad Malik
  • Aberdeen Group – Derek Brink
  • Forrester Research – John Kindervag
  • Bloor Research – Fran Howarth
  • Kuppinger Cole + Partner – Martin Kuppinger
  • Quocirca – Rob Bamforth
  • Current Analysis – Paula Musich
  • IT Harvest – Richard Stiennon
  • Securosis – Mike Rothman

End-user companies planning on attending the CISO and Analyst Roundtable include:

  • Barclays
  • Santander
  • National Grid
  • Travelex
  • Network Rail
  • GlaxoSmithKline
  • Virgin Media
  • BP Plc
  • HMRC
  • Commerzbank
  • BBC Future Media &
  • Technology
  • BT
  • Foreign Commonwealth
  • Office
  • John Lewis
  • NFU Mutual
  • Snow Valley
  • Betfair
  • Channel four
  • Lloyds
  • Oxfam
  • Unilever
  • Jericho Forum
  • The Economist
  • NATS
  • Sapient

If you are interested in joining us, please call Yvonne on 02071832836 or fill in the form below:





Last week I attended the trio of shows at London’s Excel – IP EXPO, Data Centre EXPO and the new section, Cyber Security EXPO. As a first time attendee of the show I was pleasantly surprised. The venue was fantastic – all be it quite far away – and there was a great buzz in all three halls.

There was a fantastic selection of keynotes and seminars, with some really big names on the agenda including Sir Tim Berners-Lee, Mikko Hypponen and Bruce Schneier. As I passed some of the many theatres, most were standing room only.

Speaking to organisations exhibiting at the shows, the general consensus was that it was a great event. The first day, as tends to often be the case, was much busier with around 9,000 visitors through the doors. The second day was notably quieter but all the exhibitors I spoke to were still very impressed with the quality of visitor to the show.

After Infosecurity Europe back in April, I had heard many companies say that, although there was a lot of people through the door, the quality was low. Some vendors received as many as 800 leads, but said that of those a very small percentage were of a high quality. The reverse was said at IP EXPO. All of the vendors I spoke to said that, despite the footfall being lower, the quality of leads was much higher with the visitors being of real interest rather than just a large amount of students and those looking for the coolest freebies.

IP EXPO had a lot to prove this year, especially with the added Cyber Security EXPO hall, but from my experience, and listening to those to whom it really matters, they certainly have secured their place as being a worthwhile show to attend in the UK.

By Lara Lackie



After almost 20 years of promoting and building major brands across Europe in the IT security industry Eskenzi PR and Marketing felt it was time to conquer the US!

To be honest we’ve been doing PR and analyst relations for a couple of clients in the US for a few years and it’s gone so well that we’re going to expand our team and set up an office in San Francisco on 1st December. Which means that our directors Yvonne Eskenzi and Neil Stinchcombe will be on the West Coast for 2 months from 1st December to the end of January building our US division!

Eskenzi PR is the only dedicated PR agency that focuses entirely on IT Security and ran the PR and marketing for Infosecurity Europe for 17 years, pulling in over 300 journalists to the press office and getting in excess of 3000 press cuttings each year.

On average for each of our 20 clients we achieve around 15-30 pieces of coverage in tier one media per  month or depending if they can comment on a breaking story such as the breach around JP Morgan, Snapchat, Home Depot, Dropbox, NATO hack, Dairy Cream it could be as much as that in one day! All the major media such as the BBC, Associated Press, Reuters, Bloomberg, FT and The Times approach Eskenzi as we have the available experts in our clients to be able to give them just what they want, quickly and reliably.

Our skill is to bring companies to acquisition, create awareness to raise venture capital, build momentum in time for an IPO or just raise your brand so that your potential customers recognise your company name when your outbound tele-marketing team arrange meetings for you.

We already have a well seasoned team of IT security PR professionals in the US who know the press and analysts well.  So if you’re looking for PR in the US – then why not let’s meet and we can talk about how we could possibly help you with PR and analysts relations!

Contact Yvonne@eskenzipr.com, 0207 183 2832 or fill in the contact form below:



PR is your window to the world – it’s how you build brand, awareness, careers and of course your reputation.  No one will ever bang your drum for you, you have to bang your own drum and the louder you bang it, the more people will look up, take note and listen.  This is largely the role of your PR agency – it’s our job to bang your drum loudly and frequently,  but we need you to help us craft the right message and put it across intelligently with thought and insight:  the more commentary, the more press coverage – it’s a pretty straight forward equation.  If we get you the leads in the press and you supply us with the content quickly, we get you the publicity. Hey presto – it’s a formula that works every time.


Apart from having the right press contacts , which is what your PR agency is there for, the next most important element to successful PR is content. The more you have, the more coverage you get.  That said, it has to be interesting, concise, straight-forward and insightful.  Always give the reader something useful they can go away with. In IT security, it’s giving an opinion on the situation and then offering a take-away – some pearls of wisdom they can act on from YOU – the industry leader!


The next most important piece about PR is timing – the companies that jump on stories first are the ones that win.  Speed really is of the essence.    This week for example, one of our clients, Proofpoint, came up with a short paragraph responding to the rumour that Dropbox had been hacked; one of their heads of division (who incidentally was at home sick with man-flu) came up with a comment explaining what this vulnerability meant and how users should change their passwords frequently so that they don’t become vulnerable to common hacks.  That comment was picked up by the Press Association and appeared 200 times in the press within about 4 hours.

What does that mean to Proofpoint?  It means that when their sales guys go into a meeting or present at an event, the audience will immediately recognise their name. And when this happens frequently on a day to day basis very quickly, an unknown person becomes an industry leader  –a guru in their space – they become the go-to company for intelligent and reliable opinion.  Journalists appreciate these opinions in a timely manner – they’re working on a story and they need comments quickly.  Another client of mine never spent a penny on advertising, they just relied on us getting coverage in the press – and that was our job to get them as much coverage as was humanly possible, as frequently as possible.  That company wasn’t big, they had 2 people in the UK and a small number of people in Europe and the US – but the amount of PR they got made people think they were huge and widely renowned.  The company was called Pointsec, part of a Swedish firm called Protect Data – and they were sold for over £500m to Check Point because their reputation and standing was huge. They even got more PR than Check Point!

Here are some tools that get coverage for our clients:


A rapid response is a term we’ve created for responding to stories as they break in the press.  We track IT security news throughout the day and previous night in the US and if we think it’s a story that you can comment on, we will send it over to you.

We need no more than a paragraph or two giving your opinion on the story, it should be focussed on the issue, not product or company centric.  If you can give some practical advice as part of your quote that will go down well, too, and the reader leaves with a constructive take-away after reading your commentary.

With so many breaches happening on a daily basis, rapid responses are by far the most popular method for gaining press coverage.  The clients who respond quickly are the ones that get the coverage.  Journalists often will take 2 or 3 opinions from vendors because it gives them a balanced and unbiased story with opinion from multiple sources.

You can expect between 2 – 6 rapid responses a week depending on how many breaches have occurred and then it is up to you whether you feel it’s a story you want to comment on.

Unless it is a client or potential client, I would always recommend jumping on rapid responses.

We have an 85% success rate with rapid responses which means if we send them to you and you respond with a quote, then they get used 85% of the time.  So it’s well worth investing the time to comment.


If a blog is interesting we can always pitch this out as an interview piece, or pitch it as a stand-alone piece.  A well written blog of around 500 words is very often picked up by the press, so it’s vital to keep writing them as long as they are timely, relevant and thought-provoking.

Even the most technical blogs can be placed with some consideration of a few basic rules. Always let the reader know:

1) Who is most affected? (business sector, public, etc)

2) How / why are they being targeted?

3) What are your tips for remediation?


Journalists are lazy and if you can write an article for them, they’ll usually take it!  But for an article to succeed it needs to be around 1000 words and has to be informative and insightful. Once again offering constructive practical advice that the reader can work with once they’ve read your article.  Successful articles cannot be product focused, rather they should focus on current and relevant issues.  A well written article can be edited  differently to get placed in as many as eight different vertical publications – so it’s well worth investing the time to write articles.


If you’ve written a great presentation for a seminar, why not adapt it and get it written up as an article or let the PR agency pitch it out as a potential interview opportunity?  It’s all about taking whatever collateral you have and re-purposing it in whatever form we can use to entice the press to write about you.


If you think there is an issue that the press may be interested in, let us know.  We can write a pitch and sell the story into them or arrange an interview for you.


Press are often at events looking for interesting stories and news and face to face contact is always so much more valuable and useful than doing interviews over the phone – so if you’re at event, let us know and we’ll find out if any press are going and we can set up interviews for you there.


Again, the content you produce for a webinar can be repurposed and re-used possibly as an article, blog, or media pitch so let us know when you’re doing these and we can see whether the content is reusable.


What you may think is normal or commonplace could be incredibly interesting to many others!  So if you hear of an interesting hack or a novel breach or have any idea whatsoever that we could turn into content just tell us.  You never know, your idea could just turn into a great media story.

So with all your hard work what can you gain from PR?

  • You get third party endorsement
  • It builds trust amongst your stakeholders, customers, staff and the press
  • It builds your brand
  • It builds your reputation
  • It builds careers
  • It’s creates industry leaders
  • The more times you’re seen in the press, the more people want to talk to you
  • It builds your standing in the community
  • It builds value
  • It attracts partners
  • PR breeds success and people want to be associated with success
  • It means your family and friends at last will know what you do as a job!
  • Through PR you can build your social media presence to create more followers and build relationships

In summary, PR is about contacts, content, opportunity, timing, tenacity and perseverance.  We have the contacts, you have the brains, expertise and knowledge which equates to great content – together we can work to get the content frequently to the press so that we build up your awareness and brand in the press.  The more we give the press, the more they’ll want from you as they’ll see you as a reliable, trusted source.  It’s a simple formula  – content equals publicity – so let’s get writing and turn you into a company that everyone’s talking about!

Yvonne Eskenzi  – Founder of Eskenzi PR



Early Tuesday morning we picked up on the story that hackers had posted a supposed subset of 7,000,000 Dropbox login details to Pastebin. Dropbox had hit back at the claim, denying they had been hacked and stating the usernames and passwords were stolen from other services. However, we knew the story would still make the headlines so we still saw it as a great story for our clients to comment on. We immediately sent the story on to our clients with a request for comment, and even though Proofpoint’s spokesperson was unfortunately unwell and off sick, he was still able to provide comment, which was ready to be issued by midday.

What happened next was nothing short of remarkable! The first piece of coverage appeared in the Daily Mail, one of the UK’s biggest newspapers reaching over 100 million readers a day. This was shortly followed by coverage in SC Magazine, and from there it just snowballed. Proofpoint’s comment was picked up by Press Association and subsequently distributed through their newswire, gaining an impressive 200 pieces of coverage in total! All in just 4 hours!

This shows that if you spot a good story and jump on it quickly enough, you can generate outstanding results for your clients.

high five


ESET had its best week ever of coverage in the middle of October, which even kept them busy on Saturday night..

ESET started the week with the release of their research on lost mobile phones in London cabs. ESET surveyed 300 London black cab drivers and discovered that they find an average of around eight forgotten phones each year, with around half not secured by any type of pin code or other means, leaving private data vulnerable. Their findings were published in The Metro, The Evening Standard, The Sun and was even discussed on TalkSport Radio!

Later that week it was revealed that hackers were going to publish 200,000 stolen Snapchat images. Spotting the story at an early stage, the Eskenzi team sent it over to ESET who provided comment on how the attack worked and what the user could do. The BBC got in touch wanting an interview straight away, and subsequent coverage included the Saturday news at 6pm on Channel 4, BBC Radio 5 live and The Register.

Overall a great week for ESET as a result of both creative PR campaign and proactively joining the current security conversations.

That’s a pretty far flung suggestion, but after my conversation with a “grey hacker” (that’s someone that works on the good side and also a little on the bad side) I’m not sure it’s so far-fetched. The truth is, I love talking to hackers. I think it’s becoming a bit of “thing” of mine, all because I’m trying to get my clients and their “hacker mates” to write a short story book made up of fictional hacker tales – based on the semi-truth. So in my quest to get this book written, I’m interviewing lots of hackers to get their thrilling tales from the underground. Well you could knock me over with a feather with what I’m currently hearing – it’s the most exciting venture I’ve undertaken in a long while.

Only last week my grey hacker friend was telling me about a bloke he met down the pub who has a rather interesting way of boosting his yearly income to pay for his wife’s new car or their expensive annual holiday. He manipulates share prices in what could be dubbed rather brilliant.

This is how it goes. He’s a very proficient IT consultant, called into major organisations to sort out all sorts of IT security issues from fire-fighting to unravelling an IT project that’s gone wrong and needs sorting out. He always chooses one year contracts, which gives him plenty of time to get familiar with the company and the company to get familiar with him. As an IT programmer, he has to get the back-door passwords or admin passwords which basically give him access to everything. He doesn’t use these for anything sinister at all for at least the year. He does a great job for the company and gets paid a fair price. Just before the company goes public with their profit announcements, he goes in through the back door and changes the figures. Of course no-one notices and the figures are very poor and surprises everyone – so of course the price drops. He buys a lot of stock but not so much that people notice he’s bought them, maybe just $50-$75k. Once the accountants have noticed that something has gone awry with the balance sheets, they re-issue the profit announcement and tell the world there was a terrible internal mistake and the price shoots up and he makes a very healthy profit.

That’s clever, obviously hugely illegal, immoral and very wrong – but you have to admire the guy and he’s never been caught because he doesn’t brag about it, isn’t greedy and leaves no trace behind him. I’m not saying this has happened in the case of Tesco’s – because when you read between the lines they look like they’ve just been pretty rubbish at “creative accounting” – but then my more paranoid brain says to me just imagine if there was a hacker that had screwed with their figures and now they’re having to make wonderful excuses to cover their tracks!

You see this book really is messing with my head – but I can’t wait to get all my contributions in from the hackers so you can read it and have your imagination run riot too!

Picture 2

It’s something we’ve been meaning to do for a very long time. Get the country’s top CISOs in a room, over a fabulous lunch and get them to share their pain together and learn from each other’s experiences.  So last month at Gordon Ramsey’s private dining room at the Savoy we had 13 CISOs from many of the world’s largest companies seated around the most beautiful dining room table, with the most scrumptious food on earth – all being incredibly candid about how they see life through each other’s eyes and it wasn’t a pretty picture – these guys sure are the unsung hero!

The first of these lunches was kindly sponsored by Imperva and Amichai Shulman, their CTO, brilliantly set the scene explaining how Imperva sees the threat landscape today. Amichai spoke about APTs and said they are no longer about advanced persistent threats because because they certainly aren’t advanced, more a case of automatic and persistent, pushing continuously at every organisation no longer how big or small.  Therefore, APTs should be renamed “automatic persistent threats”.

Most agreed that their roles have changed so it’s less about security and more about assessing risk and putting it in language that the board understands so that they get the funding for more investment. There are so many assets in a company that you could spend a lifetime prioritising them, but it is a certainty you’ll never protect everything 100%.    Heading up security is now about working out what you can afford to protect and then making this area to prioritise – the rest just has to wait.  What I found most interesting is that the CISOs agreed that a vast amount of data is dead after very few days, literally it loses its value after maybe a week to ten days then you just need to file it away safely or delete it.

It was very insightful listening to the CISOs share the same pain when it came to their end-users (and they sure do have a lot of pain) as it always comes down to the fact that if they were more clued in and aware of scams and the importance of protecting the data they work with, life would be a whole lot easier in the security department (or should that be the risk department!).

The most important take away from the lunch was that they really appreciated being together as they do mostly suffer from the same problems and it’s good to talk! By collectively sharing their problems and experiences, just maybe together as a close unit, they could come up with the solutions and answers to make their environments more secure.  Phew! Am I pleased I’m the one that just has to organise these events as I wouldn’t want the CISOs responsibility.

Diane Ashfield, Senior Field & Channel Marketing Manager, EMEA at Imperva said of the lunch:

“Thank you to you and the team for making the CISO lunch such a success. I was very happy with the number and quality of guests.  This was a job not just done, but a job done brilliantly.  We were very happy with the number and quality of guests.  The venue was great the food was fantastic and best of all there were interactive and relevant discussions which could lead to some excellent content that we can promote afterwards.

“The fact that we walked away with two major leads immediately following the event proves that this was event well worth investing in.”

Roll on November for our next CISO lunch club – can’t wait to hear what take away’s we’ll get from that one which is being sponsored by Voltage.

Attendees from the last CISO Lunch Club included -

CISO, NFU Mutual

Head of Information Security & Governance, http://www.bodog.co.uk

Vice President, Information Security, Monster Worldwide

CISO, Williams F1

Director, Global Security Office, Sapient

Director of Security, VocaLink

Chief Security Architect, Diageo

CISO, Centrica

CEO, The Global Identity Foundation

CISO, Sab Miller

Executive Vice President BT Advise, BT

Head of Cyber Security and Response, HMRC

Director, Risk & ITCP Mgmt, GlaxoSmithKline

If you would be interested in sponsoring the CISO lunch club and have your CTO or team involved in presenting at the lunch then please contact on +44 (0) 207 1832 832, yvonne@eskenzipr.com or fill in the form below:

quality v quantity blog

Carpet bomb emails are something the PR industry is unfortunately, renowned for. It is hard to strike a balance – you want to get your clients’ news out there in the most efficient way possible, so email tends to be the answer. But when you have a lot of clients in the same space, that can add up to a lot of emails.

Our clients sometimes want to comment on the same things and some even have offerings that overlap.  This is often a good thing, because it means that we can give journalists richer content on the same topic. One client might have one opinion on a certain topic whilst another might have another view – so we can still pitch both to the press, creating a nice story for the journalist plus coverage for 2 or more clients at once. It also means that we have communicate and coordinate as a whole agency as to what news we’re sending out to whom and more importantly, when we’re sending it out. By default, it encourages teamwork.

We were delighted to receive the following note from a journalist we work quite closely with:

“Incidentally, you guys are brilliant. One of the most aggressive PR agencies I deal with when it comes to sending out e-mails but there is useful stuff in it so I don’t mind at all. Probably the best PR outfit I deal with, to be honest.”

So there you have it – you can have both high quality AND quantity – as long as you’re keeping content relevant to your audience.



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