cybersecurity takes centre stage in Saudi Arabia

the challenge

Action Global Communications was tasked with managing PR and communications for the 2nd edition of Black Hat MEA, the world’s fastest-growing cybersecurity event, which ran from November 14-16, 2023, at the Riyadh Front Exhibition & Convention Centre.

our approach

On behalf of event organizer Tahaluf, Action devised a PR strategy that was divided into the following:

• Content development: Drafting content, including press releases pre-event and during the event, as well as Q&As to promote the 2^nd edition of the show.

• Press office: Handling all incoming media inquiries, including requests for comments, media visits to the event, and interviews to increase awareness of the exhibition.

• Event support on-ground: Supporting with media attendance in order to drive maximum footfall to the show across all three days. Managing media on-site during the opening ceremony and conducting interviews with approved spokespeople.

As part of the campaign, we drafted and distributed 7x press releases and coordinated 25x interviews, resulting in 3,065 clippings with $36.9M PR Value and 12.3M AD Value and circulation of 508,759,447 across regaional English and Arabic outlets.

This includes coverage in top-tier media such as the Saudi Press Association, Al Ekhbariya, Al Arabiya, Arab News, Al Yaum, Asharq Al-Awsat, and more.