Executive Summary

Forcepoint, a leading web filtering software provider previously known as Websense, faced competitive pressures and a shrinking niche. To reposition itself as a cybersecurity leader, the company launched a strategic communications overhaul focused on data security, expanded direct-to-customer engagement, amplified media coverage, and aligned PR with sales efforts. As a result, Websense reemerged as a top security player, significantly grew brand visibility, and generated thousands of qualified leads.

Challenge

Websense faced declining margins and intensifying competition in web filtering. To sustain growth and shareholder confidence, it needed to pivot quickly into the broader cybersecurity sector. With a new CEO, major acquisitions underway, and increasing market pressures, repositioning couldn’t wait. Failure to expand risked eroding market share and diminishing shareholder value. Stagnation in web filtering could lead to lost relevance, declining revenue, and reduced investor confidence.

Approach

• Shifted external communications from web filtering and “Employee Internet Management” to cybersecurity themes including “Essential Data Protection.”

• Created and launched ThreatSeeker™ technology brand to showcase technology innovation.

• Deployed newsroom blog to drive direct-to-customer PR, thought leadership, and demand.

• Integrated PR wins deeply across marketing and sales efforts, ensuring every media placement fueled the sales funnel.

• Used company’s first three acquisitions to tell a security platform story.

• Integrated communications strategy into investor communications, corporate rebranding, and RSA Conference initiatives.

• Positioned the company visibly alongside security heavyweights like Symantec, McAfee, and Cisco.

Execution

Action Plan:

• Developed turnkey media pitches, rapid response programs, and agency extranet for real-time communications.

• Strengthened social media and customer advocacy programs.

• Built published policies to counter negative claims about censorship and internet control, successfully diffusing potential crises.

• Collaborated tightly with investor relations for financial announcements and shareholder engagement.

Challenges Overcome:

• Fierce competition from much larger cybersecurity players.

• Reputational risks from misuse claims abroad.

• Economic headwinds during the 2008 financial crisis.

Impact

• “Not letting PR blow in the wind” strategy generated 2,500+ leads.

• Share of Voice (SOV) among major cybersecurity vendors tripled.

• Industry and media reframed Websense as a cybersecurity leader—not just a web filter vendor.

• Bolstered company reputation with investors, customers, and the press.

• Websense became a finalist for Best B2B PR Campaign of the Year (PRWeek Awards, 2008).

Takeaways

• Strategic PR alignment with marketing and sales significantly amplifies business outcomes.

• In fast-moving industries, evolving brand narratives ahead of market perception is critical.

• Building owned media channels (like a modern newsroom) is vital for direct engagement during major market shifts.

  Advice: Don’t rely solely on external media validation—build your own platforms, link PR to sales rigorously, and proactively evolve your brand positioning to stay ahead of market perception shifts.

Note: This project reflects work by PURDYPR’s Founder prior to launching the firm.