“Thanks Jordan and Summer. Really appreciate the work that you did for us. It was far above what I've seen much larger PR firms achieve in the past and that's testament to your experience and thoughtfulness." – founder and former CEO, Pangea

“Jordan and Summer delivered throughout our entire partnership—netting us countless media opportunities, speaking engagements, and awards. They 'get' AI startups and are fantastic to work with." – former VP of marketing, Pangea

“Thank you for all of your help. Your operation was beyond impressive.” – former CPO, Pangea

When we kicked off our PR partnership with Pangea in January 2025, they tasked us with one clear goal: help them become the market authority in enterprise AI security. Nine months later, they were acquired by CrowdStrike for $260 million, one of the most respected names in cybersecurity. 

Pangea's success demonstrates what happens when a company has all the right ingredients: visionary leadership, cutting-edge technology, and a collaborative team pushing boundaries. Their incredible growth, along with their willingness to invest in storytelling and move fast on opportunities, made them the ideal partner.

Here's how we helped cut through one of tech's most competitive categories with a lean team and airtight PR strategy.

1. Pick Your Lane (and Floor It)

From day one, we had one objective: make Pangea THE leader in enterprise AI security. Not "an emerging player." Not "one to watch." THE leader.

Every campaign, pitch, award submission, and piece of content reinforced this single narrative. When we talked to the media, we exposed the hidden risks of GenAI, and positioned Pangea's executives as the authorities defining what AI security should be.

The key was relentless consistency. One narrative, executed across all touchpoints. Each win got amplified across owned channels: social, newsroom, customer emails, LinkedIn newsletters, and so on.

If you're trying to break through in a competitive market, don't hedge. Pick your lane, commit to it, and make sure PR placements reinforce that positioning. 

Need help defining your category narrative? This is where an experienced PR partner can help you identify white space and craft positioning that resonates with both media and your target audience.

2. Awards as Proof Points

In one quarter, we secured multiple major awards with Fast Company, InfoWorld and SiliconANGLE, among others.

These became ammunition. Every pitch. Every sales conversation. Every deck.

Instead of treating award submissions like check boxes, we treated them like narrative exercises. Crafting submissions that underscored how and why Pangea's technology was the hero in a larger societal story about AI risk, enterprise security, and protecting what matters most.

Their tech solution was the vehicle, but the story was about the problem it solved for the world. That's what resonates with award judges and why these wins carried weight with Pangea's audience.

The lesson? Don’t sleep on awards! Submit early, submit often, and really lean into your creative side when it comes to crafting an attention-grabbing submission.

3. Build Your Bench

We didn't only promote Pangea's Founder and CEO. We built a bench of industry voices including their CTO, CPO, and one of their newly minted AI Red Teaming specialists. Each with their own expertise and audience. This approach yielded speaking opportunities at the AI Risk Summit and AI Summit NYC, plus dozens of bylines, podcasts, and interviews across NBC Press:Here, Software Engineering Radio, TechRadar, and NYSE.

We identified the executives' unique angles and matched them to appropriate opportunities. Their CTO became the technical authority on emerging protocols and AI vulnerabilities. Their AI Red Teaming specialist owned conversations about enterprise AI security implementation. Their CPO spoke to AI risk and governance. This topical diversity ensured Pangea showed up as an authoritative player in the space. We also tapped third-party experts regularly to amplify their credibility and provide social proof.

Yes, your CEO needs to be involved, but make sure you identify 2-3 executives who can speak credibly on different aspects of your business and coach them on their unique points of view. Reporters and event organizers appreciate having options.

Feeling stretched thin? Managing multiple executive voices and opportunities requires coordination. If your team is already maxed out, bringing in PR support can ensure no opportunity falls through the cracks.

4. Original Research Rules Them All

Pangea’s research didn't just generate coverage. It went viral. 

Hackread, CISO, GB Hackers Security, The Register, IT Brew, CSO, Smashing Security. The list goes on. 

One research project generated more qualified attention than months of “traditional news” pitching. Why? Because Pangea identified a timely, original vulnerability that demonstrated technical expertise while providing real value to the security community. Clear implications. Actionable recommendations. Easy for journalists to cover.

Original research and data-driven insights are like catnip. Focus on findings that reveal something new, challenge conventional wisdom, or quantify a problem your audience cares about.

5. Treat Product Launches as Company Milestones

When we weren’t working on reports, thought leadership, and awards, we turned every product launch into meaningful moments that mapped back to Pangea's main objective - AI security leadership.

We strategically timed announcements around notable seasons and breaking industry trends, relied heavily on embargoed briefings, and incorporated voices from customers, partners, advisors, and investors. This amplified our coverage via social media and drove significant engagement, particularly on LinkedIn.

Pangea’s product launches worked because we made sure they were part of a larger narrative about where AI security was headed and why it mattered. Features got coverage, but vision got conversation.

To do this, build a drumbeat that captures all that your company is doing in that one particular “theme” or “category.” Include room in your GTM timelines to pre-brief key media. Coordinate social amplification ahead of time, and create follow-up thought leadership that extends the conversation beyond launch day.

6. Execute with Focus and Discipline

Here's the reality: Pangea didn't have an unlimited PR budget or a massive in-house team. Yet, we secured 130+ quality PR hits throughout the nine months we worked together, with 50 high-impact features across Tier 1 and Tier 2 publications in one quarter alone. Not through spray-and-pray tactics, but through ruthless prioritization and strategic targeting.

We planned in advance. We identified a curated list of publications, podcasts, awards, and speaking CFPs that mattered most to Pangea's audience, and built deep relationships with those reporters and editors. We said “no” to opportunities that didn't serve the category leadership narrative and made every pitch count. 

PR doesn’t mean you don't need to be everywhere, but you do need to be in all the right places, consistently.

If you're building something great and want it to resonate with more customers, the formula is straightforward: define your position, create original POVs, execute with discipline, and give yourself enough runway to build momentum.

Need a partner to help you execute? Growth Stack Media specializes in helping B2B tech companies break through crowded categories and build visibility that attracts customers, investors, and acquirers through public relations, video production and podcasting. Let's talk about your goals.

Congratulations to the entire Pangea team. We're grateful to have been part of the journey!