More Related Content Similar to Creating Media Buzz with Data Driven PR (20) More from Rebecca Herson (9) Creating Media Buzz with Data Driven PR1. Creating Media Buzz
Leverage existing corporate data to provide social media content and
increase public relations coverage
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2. Agenda
• Introduction to K2 and Commtouch
• Why data driven PR is so important
• Examples
• Commtouch case study
• Q&A
• Brainstorming
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3. Your Speakers
Amy Kenigsberg Rebecca Herson
Principal Consultant Vice President, Marketing
K2 Commtouch
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4. K2 Global Communications
• Global PR and marcom for Israeli companies in the global market
• Bottom-line focus
• Experience introducing new technologies in specialized markets
• Local availability with global reach
• Five-year relationship with Commtouch
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5. • Publicly traded company (NASDAQ & TASE)
• HQ: Israel, 2 offices in USA (CA, FL)
• Profitable, growing quickly
• Cloud-based Internet security solutions:
anti-spam, antivirus, secure Web browsing
• Analyze billions of Internet transactions daily in global data centers
• Indirect business model: OEM and service providers
• 150 customers, serving hundreds of millions of users
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6. Benefits of Data Buzz
• Creates added value
• Reinforces your expertise
• Increases opportunities for media coverage
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7. Content Opportunities
• White papers
• Blog entries
• Tweets
• Press releases
• LinkedIn discussions
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8. Case Study
Commtouch Quarterly Trend Reports, Blog Content and PR
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9. Internet Security
= Commtouch
The Problem
To stay “top of
mind” in our
target media
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10. Quarterly Trend Reports
• Identified ongoing trends in Internet security
• Increases/decreases in spam/ malware
worldwide
• Origins of spam/malware
• Each report is accompanied by a press
release, quoting a Commtouch expert
commenting on the latest trend
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11. Blog
• Updated much more often – several times/week
• Enables us to do “news flashes” for hot stories, providing teasers to the
press, with a link for additional information
• 1st: promoting posts after they were published
• Later: started hand-picking key editors/journalists/bloggers we thought
would pick up the story & providing them preview information before
publishing the post
• Enhances our relationship with the writer
• Media coverage increased
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12. Special Reports/Surveys
• Third-party research on service providers’ attitude to outbound
spam (2010)
• Survey on hacked email accounts (2011)
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14. How We Collect Data - Internal
• Met with analyst team, explained how to identify something
newsworthy
• Continuously remind them
• Suggest potential search terms (e.g. holiday activity, news-related,
etc.)
• Now they email us with interesting tidbits
• Send them the blog post & media coverage so they see the results of
their involvement
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15. How We Collect Data - External
• Brainstorm for ideas that would appeal to the media
• Third-party analysts provide immediate credibility
• But, self-run surveys (Google Docs) are quick, easy and cheap
• If you’ve built up your credibility already through earlier data-driven PR,
people will believe your self-run study
• Partner with another, non-competing organization for additional
reach & credit
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16. Results
• Data-driven content + K2’s efforts nearly doubled our media
coverage over a two-year period
• After months of trying, we achieved coverage in the #1 security-
oriented blog, two posts in a row
• Journalists now check our blog for news, and approach us for
comment more often
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17. Results
Media Hits from Business Announcements
60
50
40
30
Business
20
10
0
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18. Results Outbound Spam
Compromised
Accounts Survey
Analyst Study Major drop in spam
120
Trend report
100
80
60 Data
Business
40
20
0
Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11
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19. Tips
• Identify the news values your target publications will respond to
• Brainstorm for data you can glean internally or create:
• Analyzing customers (present it anonymously unless you have permission to name
names)
• Industry trends
• Survey your customers/friends/your friends’ dogs for things you’d be interested in
reading about
• Enlist other people within the company who have access to relevant data; excite them
about the positive impact they can have
• Present the data “objectively” without referring to your products; if the journalist feels
it’s a product pitch, s/he will ignore it
• Be a consistent source of high quality information and journalists will start to seek you out
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Editor's Notes Speech Notes - Slide 1Put in Commtouch logo1. [Title] News You Can UseNews You Can Use Speech Notes - Slide 31. [Content Placeholder 2] Global PR and marcom for Israeli companies in the global market Bottom-line focus Niche PR Experience introducing new technologies in specialized markets Local availability with global reachGlobal PR and marcom for Israeli companies in the global market Bottom-line focus Niche PR Experience introducing new technologies in specialized markets Local availability with global reach