©2010 check point software technologies ltd. | [unrestricted] for everyone effective pr: the power...
TRANSCRIPT
©2010 Check Point Software Technologies Ltd. | [Unrestricted] For everyone
Effective PR:the Power of Three
Effective PR:the Power of Three
Craig CowardContext Public Relations
22
Agenda
About Check Point’s PR: What we do, and why Techniques and results
What the IT and vertical media really need
The Power of Three: the PR techniques that get results and help when selling
33
Check Point’s UK PR focus
Our aim: position Check Point as the security company
As an expert commentator on IT security issues for business
As an innovator – inventor of the software firewall, continuing to lead the industry
As a long-term trusted partner
44
PR techniques – industry news
Launching new solutions
Shows industry leadership & innovation
Drives sales enquiries
55
PR techniques – primary research
Surveys show what’s happening in the industry
The press love research
Feeds into marketing campaigns, as we’ll see later
66
PR techniques – thought leadership
Shows we know what’s happening in the sector
Offers advice, guidance and selling messages
77
PR techniques – case studies
Real users = great coverage = powerful selling tool
88
PR techniques – interviews & comment
Builds trust in the brand
Enhances reputation
99
PR techniques – events
Industry round tables: puts security at the heart of IT debate
1010
Questions?Questions?What the media needWhat the media need
1111
What the IT & vertical media need
I wish it was this easy …
1212
Changes in the media
Publications closing or going online-only► RIP to IT Week, Network News, The VAR …
Getting smaller► Computer Weekly in 2007: 72 pages► Computer Weekly in 2010: 24 pages► Computing is the same► SC Magazine gone from 12 to 6 issues per year
Less editorial staff = remaining staff under pressure
PR has to make it easy for journalists
1313
Quick PR tips …
The press love customers – the question we are always asked is “can I speak to a user”. Focus on customer news
Start building a thought-leadership profile: articles, comment in press stories, blogging, twittering. Get yourself known!
Don’t spam the press – but don’t be shy about giving stories
Make the most of your coverage: put links on your site, in your blog, wherever you can
Awards for your company – they work!
1414
Questions?Questions?PR Success:The Power of ThreePR Success:The Power of Three
1515
PR success: the Power of Three
The key to long-term PR success is to build campaigns
The three key materials for a campaign:► Research► Articles / white papers ► Customer case studies
Build the campaign around themes
1616
Campaign example: endpoint & Win7
Theme: Will Windows 7 launch drive a refresh of corporate endpoints?
Stage 1: research the angle
► Conduct survey► Tease out key findings as news
► In this case: Win7 will NOT drive a refresh
1717
Campaign example: endpoint & Win7
Stage 2: in-depth analysis
► Thought-leadership► White paper as sales collateral
► Develop related case study
Drives & fulfils enquiries
Helps convert to leads
1818
How we can work together
What issues do you encounter everyday? Anything you revealed that you do not see in the press?
Customers, customers, customers
Use our resources:► News & research► Article & white paper content► Existing case studies
©2010 Check Point Software Technologies Ltd. | [Unrestricted] For everyone
Questions?Questions?