Doherty Associates: Who Moved My Moat? Research led PR campaign

Our research-led campaign, designed, implemented and publicised for Doherty Associates, revealed powerful evidence of how at-risk businesses in the private equity, finance, and legal sectors are from cyber-attacks and data breaches since adopting hybrid work protocols. The campaign, ‘Who Moved My Moat’, generated excellent engagement, increasing leads and enquiries for Doherty Associates’ services.

The Campaign

Doherty Associates is a leading specialist in implementing, managing and securing cloud services, helping businesses achieve better outcomes through the use of insight and technology. Its innovative and highly secure solutions support companies in driving change, enabling innovation and accelerating growth. The company was founded by CEO Terry Doherty in 1991 and has been a Microsoft Gold Partner for over 15 years.  

Doherty Associates has been a retained client with HeadOn PR for many years. During that time, we have delivered stand-out PR strategies, managed through our digital, traditional and social media services.   

Our Objectives:

Following the lockdowns of 2020 and the enforced work-from-home and hybrid work policies, Doherty Associates was keen to highlight to businesses the increased risk of cyber-attacks and data breaches. In doing so, the company aimed to amplify its profile in the Private Equity (PE) ecosystem, reaching insurance, legal and finance firms.  

Doherty Associates engaged HeadOn PR to carry out a compelling research-led campaign to investigate the cyber security threats in these sectors during the pandemic as organisations moved to a hybrid workplace.  

Our Campaigns:

We provided an end-to-end PR and comms service for this campaign – ‘Who Moved My Moat’, from designing the research to creating gated content, to securing press coverage and generating awareness on social media.  

Leveraging our Research Campaign services, we created a study that examined the cyber and data security practices of 3,000 UK firms and 2,000 employees in private equity, asset management, insurance & underwriters and corporate law. Undertaken in December 2020, the research revealed some powerful insights, including: 

  • 1 in 5 employees had closed more deals while working remotely  
  • Half of firms said they had not had a cyber-attack or data breach since the March 2020 lockdown 
  • Yet 40%+ employees admitted to emailing confidential information during this period   
  • A quarter of employees had experienced or caused a data breach 
  • 1 in 7 employees had been subject to a phishing attack or similar cyber-attack 
  • 1 in 5 firms reported a cyber or data breach could cost the company from £10m – £50m or more 

Taking this data and combining it with authoritative feedback from Terry Doherty, CEO, we developed a telling news story that fed into press releases, blogs, and a social media campaign, enhancing brand awareness and driving traffic to Doherty Associate’s website. We also supported in the production of a gated, downloadable thought leadership report, which enabled Doherty Associates to capture valuable prospect data.  

Using our newsroom and digital PR services, we secured 16 pieces of media coverage in just two days. This coverage included the industry-leading business, finance and IT news publications City A.M. and ITProPortal, and the acclaimed independent voice of European private equity, Real Deals.  

The Results

With such irrefutable results from our research campaign, ‘Who Moved My Moat’, the PE, finance and legal industries took notice, and high engagement levels with the content were achieved.  

Key results of the PR campaign  

  • 16 pieces of media coverage in 2 days 
  • Press coverage shared 83 times off news platforms 
  • 10 backlinks secured to the ‘Who Moved My Moat’ downloadable report 
  • 188 report enquiries with 27 report downloads in the first week 
  • 83% increase in social media followers  
  • 26 brand mentions on Twitter 

Following the first day of launch, Doherty Associates also received an enquiry for their services.  

Key coverage included:

  • City AM 
  • ITProPortal 
  • Real Deals  

Social media highlights:

Over the 28-day period of the campaign, we saw a surge in:


  • 2,015 Impressions (up 3.1%) 
  • 1,559 Profile visits (up 262.6%) 
  • 2629 Followers (increased)


  • 1,095 Page views (up 74%) 
  • 480 Unique visitors (up 72%) 
  • 35 Custom button links (up 1,650%) 
  • 2.5K Search appearances (up 10.1%) 
  • 15% increase in followers  
  • 6.2K Post impressions (up 168.7%) 

How we can help you: 

Sharing new and insightful data can amplify your brand recognition and position your company as an expert in its field. Our Research Campaign services will take care of every aspect of this process, from initial research design to using our well-established and industry-connected Digital PRBroadcast and Social Media services to get your industry talking about your findings. As illustrated in our case study on Doherty Associates, we can also produce expertly written and designed thought leadership reports that can be harnessed to drive leads and enquiries for your business. 


If you have something exciting to share with your customers and would like to build your brand reputation and awareness, then call us now on 01242 335246 or 

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