Tyto Perfect Partners: Mozilla

Mozilla is known across the world for its open-source web browser, Firefox.
As a mission-driven organisation, wholly owned by the not-for-profit Mozilla Foundation, it is dedicated to ensuring that the internet remains open and accessible to everyone.

PR plays a critical role in communicating the organization’s work and advocacy efforts in relation to internet privacy, online security, and open web standards.

In 2023, Mozilla partnered with Tyto to increase visibility of its mission and initiatives in Europe, with a focus on securing high-impact coverage with influential media outlets.

Initial Impressions

With infinite opportunities but a finite budget, Mozilla needed a European PR partner with the scale and experience to handle a wide variety of needs.

On a day-to-day basis, this includes inserting Mozilla into debates around niche topics in specific markets to executing high-profile campaigns across the whole of Europe.

Mozilla also required flexibility, with the ability to scale efforts as needed to fit changing priorities and maximise resources. Partnering with Tyto was the obvious choice.

Making an Impact

Tyto’s innovative PRWithoutBorders™ operating model was made for companies just like Mozilla.

As a largely remote company, with 80% of staff working away from offices, Mozilla saw clear similarities and unique advantages in Tyto’s borderless team structure.

The benefits of working with a single pan-European team were compelling, avoiding the challenge of coordinating multiple siloed teams created by traditional agency models.

“Tyto’s PRWithoutBorders model works really well for us because we have team members covering a large number of countries, including France, Germany, and the UK. It’s much easier when we can work with a team that is cohesive across those markets and understands the challenges of being specific when local issues require it, while also having a pan-European perspective and the ability to reach the entire market when needed.”

Seamless Relationship

Tyto was designed to meet the complex needs of global technology companies that require support in navigating diverse markets, while maintaining a unified approach.

This understanding of what large organisations value allows Tyto to provide Mozilla’s comms team with the level of support it needs at every stage. Whether it’s scaling up resources during peak periods or adjusting strategies to meet changing priorities.

At the same time, Tyto’s joined-up approach delivers compelling efficiencies, saving Mozilla’s time-strapped team from having to repeat the same briefings over and over with multiple agency teams or reinvent the wheel in every market.

“Tyto understand the needs that large organizations like Mozilla have. They’re flexible in recognising when we need more help and ramping up their support to give that. It has been really enjoyable working with them for the last year.”

Lessons for Multi-Market PR

For large organisations, the key to successfully managing PR across multiple markets in Europe lies in striking the right balance between local relevance and global efficiency.

With a fast-changing news cycle and diverse needs across markets, traditional agency models and siloed teams often add complexity and slow things down.

Having an agile partner that can scale as needed makes all the difference.

“You need a partner that understand Europe and can be specific when needed. That’s one of the great features Tyto offers. In today’s global PR and media environments, siloes don’t work well for efficiency or speed. It doesn’t make sense to redo work for every single market. For a company like Mozilla, where most of our product is developed in the US, having a single team across Europe allows us to efficiently translate that for customers in the region and effectively engage all the markets we need, when we need to.”