Situation Analysis: As a relatively young organization in a highly saturated industry, CyberInt was looking to break out and position itself above other competitors in the cyber security space. To do so the team crafted a media engagement plan aimed at positioning senior executives as thought leaders and trusted advisors in the cybersecurity space in the Asia Pacific region. This was to build the spokespersons credibility and by extension CyberInt’s reputation in the region. The Approach: EASTWEST organized targeted introductory meetings for senior executives with key media in the region focusing on Key Opinion Leaders and senior journalists to highlight CyberInt’s expertise and their differentiators. EASTWEST also secured interviews with key technology and broadcast media in Singapore on relevant trending issues and conversations to create buzz and highlight CyberInt’s USPs. Results Achieved: Consistent top-tier coverage in Asia Pacific’s leading national and regional publications like The Straits Times and Channel 8, Singapore a mandarin broadcast media. Top-tier media introductory meet with leading national and regional publications like Reuters.