Coverage Spotlight: Okta in the FT

Image: FT montgae/Dreamstime

When a journalist expresses interest in a personal (and potentially sensitive) issue that’s not obviously connected to what the business does… how do you respond?

This was the dilemma faced recently by our client Okta, a global leader in digital identity. They help major global companies bake authentication services into their applications.

Which has little to do with the issue of egg freezing.

It’s fair to say the issue divides opinion - so whilst not all will agree with Okta’s position (no story without tension, after all) their policy to financially support senior female execs who want the option to stay at work and defer having children is consistent with the company’s values.

It’s also unusual - since few go as far as to empower and invest in their female leadership team in this way.

By telling her personal story, our client Sarah Wilson ended up featuring in the Financial Times.

Outcome?

- High calibre media coverage that showcases the business’ values

- Being placed in a category of elite progressive tech giants

- Enhances Okta’s reputation in a premium business media title

- Leading a story that will be widely read by Okta’s audience.

Earning media coverage is about so much more than issuing press releases, and there are many profile and feature opportunities that exist outside the news agenda.

It would have been so easy to decline the opportunity, for fear of criticism or “it’s not really relevant to what we do”.

How did they do it? It’s more of an art than a science.

If you’d like to find out more, and get some tips so your business could also earn premium business media coverage like this, drop us a line.