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Managing “Business-as-Usual” PR Before an IPO

The Challenge

NetScreen Technologies, Inc. develops integrated network security solutions for both enterprises and carriers. Amid strict SEC regulations and a tough business climate, Sterling was tasked with creating significant “business as usual” momentum and sustaining the company through the IPO.

The Strategy

Sterling set the stage for a successful global alliance and IPO during a rough business downturn and the SECÂ quiet period.

Sterling started by working with NetScreen to launch a global alliance of security, network infrastructure and network management companies. To be effective, the program’s objectives, differentiators and overall viability needed to be clearly communicated to the technology and business communities quickly. Sterling identified the unique qualities we knew would appeal to NetScreen’s target media and analysts. Sterling coordinated more 15 appointments before the program’s launch, and the campaign garnered multiple program profiles.

Far in advance of the IPO date, Sterling developed an aggressive PR program specifically designed to build the optimal level of “business as usual” activity leading up to the actual offering. This enabled Sterling to maintain proactive contact with critical trade and business targets throughout the quiet period, and resulted in an outstanding amount of favorable coverage surrounding the IPO.

The Results

The IPO went without a hitch and generated an outstanding amount of favorable coverage, much to the delight of the company’s executives and new shareholders.

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