HID Global
Positioning HID Global as Innovator in Hot, New Market: NFC

HID Global, trusted leader in solutions for the delivery of secure identity, wanted to stimulate exposure and build brand recognition outside of its core industry into the mainstream business media. While the company’s contactless cards and readers are used in top companies and governments around the world, and HID Global receives ample coverage in security trade press, HID Global hadn’t actively pursued coverage in major media outlets, such as large metropolitan dailies, news magazines and broadcast press.

Breakaway worked with HID Global’s in-house communications director to formulate a strategy to strengthen the company’s profile as a leader and innovator. We focused on generating business press interest and broad-reaching coverage around HID Global’s work with an emerging technology: near-field communications (NFC).

Our Strategy:

We proposed a one-two-punch outreach strategy:

  • In Spring 2011, Breakaway paved the way by first introducing HID Global to major media and trade reporters covering developments in NFC. We provided editors with information on the company and its NFC “plans” and queued them up for hard news coming later in the year.
  • In Fall 2011, when HID Global had its first NFC trial and a major-name partner to validate its role as innovator, we pursued interviews and coverage. Our strategy was to offer up the trial customer news and partner news separately, as “exclusives” to prominent media outlets, in order to get the maximum coverage. The goal was for these major pieces to influence other outlets to cover the news; our plan worked very effectively.

Significantly, we also developed ample content to make it easy for reporters and bloggers to cover our news. This included news releases, a fact sheet/backgrounder with relevant stats and student/faculty testimonials, photos and video.


  • Worldwide coverage of 286 articles/broadcast segments exceeded expectations, with ad equivalent estimated at nearly $4 million
  • HID Global is now interested in a long-term NFC thought-leadership program

Coverage Highlights:

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