Eskenzi PR has opened registration for the IT Security Analyst & CISO Forum which is available to just 10 vendors on a first come first served basis. The Forum which has been going for over a decade enables you to brief 10 of the world’s top analysts who all fly into London to meet growing, innovative cyber-security companies.  They always write about them and blog about who they see so it’s a unique and brilliant way to literally do a year’s worth of analyst relations in one day!

On day two you then get to attend a unique CISO debate and roundtable with around 15 of the UK’s top CISOs.  Eskenzi PR is very privileged that we have a great relationship with these guys who love to attend this event and often wear their heart on their sleeves as they know it’s Chatham House rules.  It means you get to put questions directly to these CISOs about the space you’re in and network with some pretty hard hitters.

Later in the day the CISO sit on a panel to talk on a wealth of interesting topics and we invite the end user community to join this session.  At this event you get to have a small booth so that you can collect leads from the delegates who are often decision makers looking to hear from the CISO community and find out what’s current and new.

The Forum will take place next May at No. 4 Hamilton Place with guests staying in the Park Lane Intercontinental Hotel – one of the best in London. It is the only event of its kind to bring together vendors, analysts, CISOs and end-users!

If you would like to know more about the IT security analyst & CISO forum please contact Elizabeth@eskenzipr.com

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On 1st October we’re going to get the cyber-security community together to host a flashmob picnic fest in the park, in Trinity Square Gardens, by the Tower of London to make people aware of Security Serious Week and European Cyber-Security Awareness month.  The idea would be to get the security industry, CISOs, academics, lawyers and law enforcement to offer their one liner golden tips on what they believe you should do to be “security serious”! Our sponsor Canon will then blow it up onto a canvas alongside your logo, with the intention of creating a massive human collage for a photocall with the press.  It would take less than an hour and everyone would be rewarded with a little picnic bag – just like you used to enjoy as a kid.  It would not only be a great awareness event but a fun networking event.  If you’re keen to submit your one liner (no  more than 10 words) on what you think people should do to be more secure then submit it to beth@securityserious.com by 1st September.  This is a totally free opportunity to get the industry together, no strings, no catches!

We will then have your tip blown up alongside your logo waiting for you in the park at 12.30 on 1st October at Trinity Square Gardens, right beside Tower Hill Tube Station.

Please spread the word via #SecSeriousFestSecurity Serious Photo Call Official Photo (med jpeg)

The first in a series of ‘How To Win With …’ blogs, this week we’re talking Whitepapers.

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By Dulcie McLerie, Account Director at Eskenzi PR

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Primarily developed as collateral for the sales team, these intense documents will have involved collaboration over many months between a number of teams to research, write, edit and design the finished paper.

Unsurprisingly then, our clients want to make the most of the investment. When asked “What can you do with a whitepaper?” Our answer is quite a lot!

Here’s just a few things we consider when developing a strategy to promote these incredibly useful reports.

Quality over quantity

As you’d expect, the greatest factor to consider is the quality of the paper. While at Eskenzi we’re all strong story tellers, and adept at making something out of nothing, the truth is there is only so much you can do with a ‘sow’s ear’ no matter how great a tailor you may be.

When thinking of what the paper could include, our recommendation is that it should be crammed with various facts, figures and references, all substantiated with evidence that walks the reader through each stage – from the preparatory stage, the event itself and then the remediation. It should conclude with step by step recommendations and, as this is a sales document, the ‘hard sell.’

Thinking about subject matter, in our experience the most successful whitepapers are those used to communicate detailed research findings of new attack vectors, malware or zero-day exploits. That doesn’t mean that a whitepaper about a well-publicised threat or security incident isn’t useful, in fact quite the contrary. Examining the intricacies of what happened with explanations of how the attackers were able to manipulate systems and/or avoid detection, detailing how that played out, whilst offering lessons learned so others can avoid the same fate, makes a compelling story. It demonstrates the author as having a clear understanding of the cyber incident, which in turn means we can leverage the content for a number of thought leadership opportunities.

Once the paper is complete, it’s then over to us to maximise its potential.

Find the News

This might seem obvious but all too often it isn’t. I’ve seen numerous pitches, written for media, announcing the existence of a whitepaper. Epic fail!

When was the last time you saw a news headline in a credible publication that read ‘Fabulous whitepaper has been written!’ I’d wager never. Would you be sold on attending a webinar about Company X’s Latest Whitepaper! I don’t think I’d sign up. That’s because the paper’s existence in itself is not news.

Instead focus should be on the findings in the report as that is the real story – what did the research team actually find i.e. what’s the light bulb moment? Once you’ve identified that, then rest of the strategy should fall into place.

Of course, while most papers will have one theme, that doesn’t necessarily mean there’s just one story. Quite often we’re able to identify two, three or even four angles that can be developed. 

Content out of Content

The first thing we will look to do is arrange interviews with journalists – perhaps under embargo or may even be as an exclusive offer.

To do this we always consider two elements – which journalists are actually going to be interested, but also those outlets whose focus is our client’s target audience. Often these two criteria will marry up nicely – Happy Days! However, there will be occasions where this won’t immediately be clear – for example, if we plan to run a vertical campaign.

Having drawn up your target list, and I’m stating the obvious for most of you – but there will be one or two for who this is their lightbulb moment, when pitching make sure you quickly demonstrate to each journalist exactly why this ‘news’ is relevant to their readers – I’ll never forget, many years ago, cringing as one of my colleagues pitched the financial results of a well-known football club to the Daily Sport! The conversation ended when it was advised that she went away and actually take a look at that day’s edition and, if she could see an angle, call them back. I can’t emphasise enough the importance of knowing the publication’s audience and tailor your approach accordingly – we’ll cover this topic in more detail further along in our series of ‘How To Win With …’ blogs. Before moving on, I’d also add that it’s prudent to avoid industry acronyms, buzzwords, and absolutely no sales pitches.

Dependant on the information contained, we would also look to:

  • Develop a press release/media alert to be shared once the embargo lifts or the exclusive interview has published. If the report includes infographics and, let’s face it, the publication could be relatively tedious without pretty pictures, these can be offered to media to support resultant features.
  • Use the research team’s findings to pitch and create by-lined article placements.
  • Promote the paper’s findings via a speaking session at a relevant exhibition. While we often draw from existing whitepapers when developing synopsis in response to a call for papers, sometimes the reverse is also true where a whitepaper may be developed as the result of a speaking engagement – we’re not fussed what is the driver.
  • Rework the whitepaper contents to produce a series of blog posts and then publish these on your own blog but also publish these via LinkedIn and other relevant social sites/groups.

Joining the Dots

The way the world consumes news has changed and, as PR professionals, we are also adapting. That means that written content isn’t the only collateral that we would look to produce from a whitepaper. The paper’s findings should be used to create a number of digital assets too. For example:

  • Record a series of podcasts and/or vlogs detailing the research team’s findings. These can be published through the organisations own channel, perhaps developed with a media partner, or even uploaded to a commercial site – such as Spotify, YouTube, etc.
  • Organise a webinar where the research team will present their results with all attendees receiving a copy of the whitepaper. Make sure to record this session so it can be offered either as a download or can be viewed from the organisation’s YouTube channel or other streaming service.

Maximising the Noise

The final element of all this activity is to maximise the noise achieved, and ultimately convert all the activity to leads.

You can amplify the reach, and connect this back to the whitepaper, utilising social channels. There are numerous variations (and we’ll cover that later in this blog series) but to give you a few ideas:

  • Favourite, retweet and share via LinkedIn, Twitter, Facebook, etc. any and all mentions of the paper’s content.
  • If a journalist has included the paper’s content in a status update then this too should be shared/retweeted with the original post liked/favourited
  • Create a hashtag to use in all social outreach

We would recommend developing a micro-site, or at the very least a landing page, on the company’s website where the whitepaper will be hosted and traffic driven. My preference would be that, at least until all PR activity has been exhausted, that this site is undiscoverable as some activity can be hampered if the material is perceived to be already published/available in the public domain.

If analytics is important, and let’s face it in today’s environment where measurement and ROI is everything, develop and share links that enable easier identification/correlation between the various PR activities and its resultant traffic.

Once all of this activity has been exhausted, it’s time to send the whitepaper to all your customers and prospects – either as part of a newsletter or direct shares from the sales team. At this point we’d also advise making the landing site discoverable and adding links from the main page of the company’s website.

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Stay tuned for our next ‘How To Win With ….’ blog coming soon.

The Queens Award is an incredible accolade, celebrating the outstanding achievement by UK businesses across a number of categories, from innovation to sustainable development. Eskenzi has been recognised for its contribution to the UK’s economy, and we are one of just 152 companies that have received the honour this year for overseas trade and International growth.

Having worked within the cybersecurity space since the very beginning, we are proud to be part of a sector that has grown from something very niche, where only those ‘in the know’ really understood its importance, to an industry which continues to dominate mainstream news headlines, and is discussed at everything from dinner parties, student union gatherings, board meetings and government debates across the globe.

We work tirelessly to do our bit in highlighting the challenges of cybersecurity, and bringing them to the attention of the masses; from DDoS attacks, phishing and Ransomware, all the way through to Nation State Hacking, GDPR and the Skills Gap, you can be sure that Eskenzi are there, finger on the pulse and ensuring our clients are in the right place at the right time to be positioned as the thought leaders they are. We couldn’t have done it without our fabulous clients, both past and present- so we extend a big thank you to all of you.

Our services span across the globe from the US, to France, Germany and Benelux- and of course, our headquarters in High Barnet, London. We are a tight knit, PR family, and we really do pride ourselves on delivering only the best. Each achievement we reach for our clients spur us on to aim for bigger and better the next time, and so as you can imagine, The Queens Award really does have us all pretty electrified here at Eskenzi HQ (and beyond!).  We have lots of exciting things in the pipeline, from a trip to the Palace and the presentation of the award at our offices – which we will of course, keep you all posted on.

For now, however, thank you all for joining us in whatever capacity you have on the incredible journey that Eskenzi PR has been on (so far). We’re almost certain our next chapter is going to bigger, better and even more wonderful than we can even begin to imagine.

Part 1 – James Montague

At 9am on Tuesday the 17th July, the second day of trading, exhibitions and seemingly implausible aeronautical acrobatics commenced at the Farnborough International Airshow – the acclaimed biennial event for the global aerospace industry.

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For us at Eskenzi PR, the day started – and ended – with haste and excitement (and a little logistical confusion). After navigating the vast network of airliners, pavilions and helipads that were sprawled across Farnborough’s impressive airfield, we arrived at the Airbus Cybersecurity chalet. Within an hour the journalists, from a variety of tech publications, had joined us, armed with their cameras and notepads ready to probe and learn about Zephyr – Airbus’ stratospheric UAV – and its most recent ground-breaking feats and developments.

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At 10am we were driven a short distance to the Kelleher building to admire it in the form of a replica model. With a 25- metre wingspan and an impossibly insubstantial weight of 75kg, it is a truly remarkable piece of aeronautical engineering. The only problem was that these diameters were as difficult to photograph on a bog-standard iPhone camera as they are remarkable… It did however, prove to be a great backdrop for several interviews that took place between journalists and Airbus colleagues.

The mornings fun continued when we were given the chance to explore a number of Airbus’ new aircraft through virtual and augmented reality demonstrations. These immersive experiences gave us a better insight into how the different planes will look, function and fly in an informative and up-to-date fashion that was typical of the Airbus brand.

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After immersing ourselves in some quintessentially tasty French cuisine back at Airbus HQ, we were able to watch some real planes in action. However, not before each journalist was able to quiz Ian Goslin – Managing Director and Head of UK Cyber at Airbus – on the company’s strategic approach to cybersecurity, current threats to the aviation industry and his perspective on the contemporary cybersecurity landscape. Crowded around a few small tables, each journalist asked for, and then absorbed, his expert insights and infectious passion for his employer and the wider cybersecurity industry.

When the last interview was over we were all invited onto the chalet terrace where we watched one of Farnborough’s renowned live air shows. Watching an array of colossal planes, ranging from passenger aircraft to military fighter jets, performing the most agile aero-acrobatics proved to be a suitably breath-taking end to a productive, enlightening yet hectic day of interviews and virtual exhibitions.

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Part 2 – Rohit Chavda

I remember attending Farnborough Airshow, the UK’s longest running dedicated aviation show, in 2006 when Airbus first demonstrated the double-decker a380. An impressive piece of engineering that has advanced commercial air travel. Funny then that 12 years on, I would be attending the show once again as a PR and Marketing representative for Airbus Cybersecurity. James has already explained the day’s events and I must say a huge thank you to Airbus for its hospitality. Airbus put on a great show for us and journalists from BBC Click, ZDNet, Tech Republic, Computer Weekly, IDG Connect, SC Magazine and The Register, who all came away from the day with interesting content for their respective publications.

Representing Airbus Cybersecurity was Ian Goslin, Managing Director and Head of UK Cyber, who sat down with the journalists to give them insight into what Airbus Cybersecurity was about, the threats posed to the aviation industry and his thoughts on cyber overall.

Ian started with a brief introduction to the company and his military background before delving into the juicier content that really perked the journalist’s ears. Pages upon pages were being eaten up as journalists tried to scribble every morsel of information down in their notebooks. Issues and insights ranged from current critical national infrastructures, to the evolution and maturity of the cyber industry today, to how Airbus’ platform continuously operates to offer protection against the unrelenting threat of attack.

Ian then spoke about the general threats found in the aviation industry which, he states, are growing and that threat actors are increasing their powers to intently do something negative. This has resulted in Airbus Cybersecurity having to defend clients on a constant and continuous basis.

He also claimed that there is a distinct divide between airports and their security with some operating at a good standard and those that are not. Unsurprising to hear, following recent research that found airports are generally ill-equipped to deal with major cyber attacks. Scary right?

However, Ian gave us all reason to feel optimistic over the situation and claimed that the formation of the National Cyber Security Centre was a great step forward in giving organisations the help they needed in remediating both the known and unknown cyber threats, especially in the UK.

Other than feeling glad the day went well for both client and journalists, we left Farnborough with a sense of reassurance that organisations like Airbus CyberSecurity are in the background defending critical systems that we might otherwise take for granted as being secure.

We’re super excited to announce that the third annual Security Serious Unsung Heroes Awards are now open for nominations.  Eskenzi PR created the awards as a chance for the people, not products, on the front lines of cyber security – whether it’s teaching others, working with law enforcement or battling cyber threats in organisations – to come together and receive the recognition they deserve.

Nominations are open until the 3rd of August and The Unsung Heroes Awards will take place on Tuesday, 2nd October 2018, during Security Serious Week – a week during October’s European Cyber Security Awareness Month dedicated to events put on by cyber-security experts to encourage others in business to take cyber security more seriously.

The categories are:

Fraud Fighter

Captain Compliance

Godfather of Security

Cyber Writer

Security Avengers (team)

Best Security Awareness Campaign

Security Leader/Mentor

Apprentice/Rising Star

Best Educator

Data Guardian

SecDevOps Trailblazer

CISO Supremo – including Retail, CNI, Finance, Manufacturing, Media & Entertainment, Charity and Telecoms sectors

Cyber Security Sales Leader

We know you all must have at least one person you could nominate that makes the industry great – so please send all nominees to beth@securityserious.com and let her know the category as well as up to 500 words of why the person is a deserving winner.

Happy nominating!

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It’s certainly been a busy couple of weeks at Eskenzi HQ, but all our hard work has definitely not been in vain as the team has achieved some of the best results of the year so far.

Last week, in just two days, our client Synopsys Inc had extensive commentary in five UK national newspapers – The Daily Mail, the Daily Star, The Sun, the Daily Express and The Times.

On Monday, Eskenzi began working with an exciting new client – Cybereason. Already they have obtained coverage in The Sun and the Daily Express with some insightful thoughts on #cryptocurrency. Not too shabby for three days work!

In addition, one of Eskenzi’s most interesting clients, Biolink.Tech, commented on yesterday’s news that third-party app developers can read private Gmail messages; scary stuff, right? Biolink CEO and founder, Evgeny Chereshnev, never one to mince words, spoke his mind on the issue and as a result of pitching his thoughts, the team obtained a stonking 305 pieces of coverage!! The Independent and The Mirror picked them up first, followed by a piece in the Daily Mail, which was syndicated 302 times. To top off a very impressive day, Evgeny was also quoted in The Sun and the Daily Express on whether #Bitcoin is doomed to die.

All in a day’s work here at Eskenzi (well, two weeks, but you get the idea!)

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Infosecurity Europe, the UK’s largest cyber-security exhibition and conference programme, took place last week at Kensington Olympia in London. The annual event includes high level keynote speakers, panels and tech talks as well as over 400 exhibitors, which makes it a ‘must-attend’ event for IT professionals. Eskenzi PR has attended Infosec for 22 years consecutively and this year we’re proud to say we’ve added another successful event to our tally.

This year we had to think outside the box and work hard to get our clients PR from the show. But, we did it again! In total, Eskenzi clients had 122 press, radio, TV and analyst interviews for 15 clients with 13 surveys amongst 4,200 people during Infosec. Alongside the BBC came The Daily Telegraph, New Statesman, IDG Connect, and of course all our friends from IDC, Infosecurity, SC Media, Ovum, KuppingerCole and ISMG to name but a few.

Handling expectations is very important, so we always estimate around 5 interviews per client but, we got on average around 8 – in fact one of our clients had 12 press briefings! This comes down to the fact that we start reaching out to press six weeks before the show and we create a more personal approach when contacting journalists. We will never waste a journalist’s time, especially when they’re at a show like Infosec, so it’s crucial that we know the areas journalists cover and only approach them only if we genuinely feel our clients have something to say. So, it’s our job to work closely with our clients to make their stories compelling.

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Every year we organise a party at the end of Day 1 of the show just around the corner from Olympia. This year we also hosted the European Cyber-Security Bloggers Awards with Brian Honan which recognise the best blogs and podcasts in the industry. The event was an absolute blast and we were delighted be able to host the awards as we know how much time and dedication goes into writing a truly insightful and balanced blog! You can find the full list of winners here.

We would like to thank our sponsors – Corero Network Security, AlienVault, Cylance, Cyberproof, Domaintools, HackerOne, Imperva, Lastline, Synopsys, Tenable – for helping make this such a fabulous event!

If you’d like to see our advice on how best to PR yourself at Infosec, based on 22 years’ experience of doing the PR for the show for hundreds of clients, check our previous blog post.

cupOk, so you’ll be lucky if, this year, 30 good tier one press even come to Infosec. Gone are the days when 300+ would show up and cruise the show openly interviewing exhibitors to see what was new (and I’m sure that’s got nothing to do with the fact that we no longer do the PR!!).

Boy oh boy – if you want to get  interviews, you’re going to have to think long and hard about what it is you’ve got that’s going to make a hard working journalist want to see you, especially as it’s only humanly possible for them to see a maximum of 7 vendors per day. This year you’re going to have to think outside of the box and work harder and smarter than ever before to get PR from the show, and it may not even be from the press you rely on to get it. You’re going to have to be your very own content machine. Think like Graham Cluley, Carole Theriault, Ken Munro or Javvad Malik – these are all self styled security content kings & queens who inform us smartly with humour, intelligence and considered rhetoric.

It’s a new exciting world out there, where you no longer have to scratch your heads wondering how on earth are you going to entice the media at a show like infosec. You can make your own news by producing riveting, exciting, original commentary through a blog on what you see as new interesting products and solutions. Spend your three days at Infosec tweeting, blogging and videoing the unusual, quirky human interest stuff that’s going to resonate with people! Become your own PR machine and offer considered thoughtful opinion – the human side or your expert take on what’s emerging that’s new and worthwhile.

Here is our advice on how best to PR yourself at Infosec, based on 22 years’ experience of doing the PR for the show for hundreds of clients, plus the knowledge of the extended Eskenzi PR team who have spent the last 4 weeks on the phone to those very press attending Infosec this year!

If you have the following, Infosecurity will be a runaway success from a PR point of view!

Have you got some original research to release at this year’s show that will grab the attention of the press?

Have you got a topical take on a news related story? E.g. are you working on the first GDPR blunder?

Has your team discovered a new malware or breach?

Have you got a Guru or leading expert in town?

Do you have a new product that’s got something truly original that’s going to make a difference?

Have you got an unique spin on a new topic?

Is your speaking slot going to give some smart, original insight?

Do you have a product that’s not just threat intelligence?

If you answered yes to any of the above, then great; your PR is going to be awesome. If you answered no to all of the above, then you can still take advantage of being at the show by doing some of the following.

  1. Press releases – there’s still a press office so put your news releases in there and visit it frequently to see which journalists are there that could be interested in your company.
  2. You need to attract journalists’ attention in the press office, so put something bright and eye catching in there. How about giveaways? Do you have any bags, pens etc.? – journalists love freebies!
  3. You still have a week to get people to your stand, so get blogging, send out email shots, mention Infosec at the bottom of your email signature.
  4. Produce a good handout that people can read there and then.
  5. Network and use the show to make new partnerships, use it for recruitment and to educate and impress new clients.
  6. Make sure your stand has words that sum up eloquently what you do.
  7. Get bright, smart, alert people to work your booth. Not tired old sales guys no longer hungry for leads.
  8. Do not let anyone on your stand who is hungover, has smelly breath from the night before and doesn’t want to be there.
  9. Think how you will stand out from the crowd. Giveaways, uniqueness, messaging, enthusiasm, desire to help?
  10. What’s your objective? To scan every lead or focus on a few qualified leads? How will you filter them out?
  11. Remember to follow them up immediately – don’t hang around!
  12. Don’t waste time talking to the wrong people. Qualify them quickly and move on.
  13. Can you use this opportunity to do some market research?
  14. Can you do a survey to get original content for press releases or an opinion piece?
  15. Do not allow your staff to talk to each other – they should be outwardly looking to catch every passing visitor.
  16. Smile at everyone and ask people as they walk past your stand “ are you looking for a so and so solution then come on in – you’ve come to the right place!”
  17. Make it easy for every visitor to feel comfortable to approach you.
  18. Don’t overcrowd/clutter your stand.
  19. Do not eat on your stand.
  20. Have enough literature and plan to have back up if you run out
  21. Wear comfy shoes
  22. Take pictures and videos and make sure you use these after the show in whatever way you possible can as Content, Content, Content is the PR mantra that works!

GOOD LUCK!

I’m sure the title of the blog has given you a clue about the content of this blog, but we are delighted to finally be able to share with you our news, that we’ve been keeping under our hats (or perhaps crowns may be more fitting in this case) for a few weeks …

Eskenzi PR & Marketing has won a 2018 Queens Award for Enterprise!

The Queens Award is an incredible accolade, celebrating the outstanding achievement by UK businesses across a number of categories, from innovation to sustainable development. Eskenzi has been recognised for its contribution to the UK’s economy, and we are one of just 152 companies that have received the honour this year for overseas trade and International growth.

Having worked within the cybersecurity space since the very beginning, we are proud to be part of a sector that has grown from something very niche, where only those ‘in the know’ really understood its importance, to an industry which continues to dominate mainstream news headlines, and is discussed at everything from dinner parties, student union gatherings, board meetings and government debates across the globe.

We work tirelessly to do our bit in highlighting the challenges of cybersecurity, and bringing them to the attention of the masses; from DDoS attacks, phishing and Ransomware, all the way through to Nation State Hacking, GDPR and the Skills Gap, you can be sure that Eskenzi are there, finger on the pulse and ensuring our clients are in the right place at the right time to be positioned as the thought leaders they are. We couldn’t have done it without our fabulous clients, both past and present- so we extend a big thank you to all of you.

Our services span across the globe from the US, to France, Germany and Benelux- and of course, our headquarters in High Barnet, London. We are a tight knit, PR family, and we really do pride ourselves on delivering only the best. Each achievement we reach for our clients spur us on to aim for bigger and better the next time, and so as you can imagine, The Queens Award really does have us all pretty electrified here at Eskenzi HQ (and beyond!).  We have lots of exciting things in the pipeline, from a trip to the Palace and the presentation of the award at our offices – which we will of course, keep you all posted on.

For now, however, thank you all for joining us in whatever capacity you have on the incredible journey that Eskenzi PR has been on (so far). We’re almost certain our next chapter is going to bigger, better and even more wonderful than we can even begin to imagine.

 

–  Queens Awards Winners 2018, over and out!