Project Overview
NAXO is a premier cybersecurity firm specializing in blockchain and crypto investigations. Founded by former FBI agents and security experts—Chris Tarbell, Matt Edman, Tom Kiernan, and Dave Franzel—the company leverages elite forensic expertise to tackle cyber threats. Their team played a pivotal role in dismantling the Silk Road and other high-profile cybercriminal enterprises.
Approach
NAXO partnered with Ditto PR to launch its brand in October 2022 and establish itself as a thought leader in cybersecurity. The primary objectives included:
Building media presence through training, strategic outreach, and social media development.
Positioning NAXO as an industry authority by securing coverage in The New York Times, Bloomberg, Fortune, and WIRED.
Enhancing their brand credibility through podcast appearances, including Lex Fridman Podcast and The Pomp Podcast.
Educating NAXO's leadership on PR fundamentals, including earned vs. paid media, press releases, and embargo processes.
To maximize NAXO’s visibility, Ditto PR executed a structured PR campaign:
Pre-Launch Media Outreach: Leveraged the founders’ compelling backstories and FBI expertise to generate early media interest.
Strategic Reporter Targeting: Engaged mainstream and niche cybersecurity reporters to position NAXO as the elite cybersecurity investigation firm.
Thought Leadership Development: Highlighted NAXO's real-world experience over competitors with strong FBI credentials.
Podcast and Digital Expansion: Positioned NAXO’s experts on major platforms, leading to increased audience engagement with their podcast, The Hacker and The Fed.
Result
10+ Media Interviews and features in tier-one publications.
8 Pieces of Media Coverage highlighting NAXO’s expertise and investigative success.
2.4 Million Views on the Lex Fridman Podcast, increasing visibility and direct engagement with NAXO’s brand.
Successful Launch Event in New York at Raines Law Room, strengthening industry relationships and client credibility.
“I just wanted to share with you how happy we were with the launch party and launch-related coverage. Everyone we’ve spoken to had a fantastic time, and we’re receiving positive feedback on the news coverage. Thank you for all of your hard work—it really paid off.”
— Dave Franzel, Co-Founder, NAXO
By combining strategic PR execution, expert positioning, and media outreach, Ditto PR helped NAXO gain immediate credibility in the cybersecurity space. This successful launch solidified their authority, paving the way for long-term growth and industry leadership.
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