Wednesday, May 01, 2013

Media relations in hard times

Rob Pegoraro has heard about a disturbing trend:
I learned a few things, none more disturbing than this: That some journalists--mostly tech freelancers, I was told--now regularly ask publicists to tweet out links to their work, noting that they get paid by how much traffic their stories generate.
Not a proud moment for the reporter, but as Pegoraro suggests, perfectly predictable. For the record, no one has asked me to do this.

A healthy news industry is in the interest of flacks. Therefore, we would be well advised to promote links to reporters in our respective fields whether or not they have written favorably about our clients. At a time when more and more positions are being cut, it is in our interest to demonstrate the news value of our practice area by driving up traffic to those stories.

And let us be realistic, reporters and editors are human. They are far more likely to open the email from someone who consistently promotes their work.

However, the practice of paying reporters based on page views is a poisonous one. It is not simply that the skills of reporting a story are different from the skills of promotion. It is only a question of time before some PR firm writes a bot that will artificially boost page views. It would work like a slow motion denial of service attack, boosting pages views without crashing the server. Measuring reporters by page views is simply asking for trouble.

Tuesday, April 30, 2013

Wrong channel miscommunications

By now we are all familiar with the unfortunate person on Twitter who accidentally uses the company account when they meant to use their personal account to say something. To reduce the chance of this happening I always use a different browser for client work, that way you are clear in your mind on what you are working on.

Just one of those tips that makes online life easier.

Friday, April 26, 2013

Attention comment spammers

You can buy a sponsored link on Reddit for as little as $20. Or you could buy some paid search at your friendly neighborhood search engine. Or you could advertise on Twitter. There are many legitimate things you could do to drive traffic to your site. Unlike comment spam, these techniques would actually work.

Wednesday, April 24, 2013

New to me local tech blogs

GSA News Blog from the Government Development Center

Seville Government Consulting Blog

Small Government Contractors, Legal news and notes for small government contractors Published by Steven Koprince

Hattie's Hammer

Public Contracting Institute

GaggleAMP Blog

The Digital Influence Mapping Project with John Bell

Supply Chain Nation, The Supply Chain blog from JDA

The View from Landmark, Trends and issues in personal computing from Bud Stolker, a long-time PC consultant. The View from Landmark features tips and techniques to make time spent with your computer more productive and rewarding, commentary on new personal computer policies and trends, plain-English explanations of new hardware, software, and network designs and their relevance to you, and answers to common questions. There may be personal material interspersed if Bud believes it is of general interest.

Madwolf Technologies, a managed services company

Latista

CDW Solutions blog

Claraview Blog

Cranium Softworks

Dataprise – CEO Blog, Dataprise CEO David E Eisner's Personal Blog

Electroblog

Mediabarn

Expert Choice

Jinfonet

Media relations for technology companies

First of all social media is a subset of media. Certainly special considerations apply to social media, but it should be treated as an aspect to your overall media relations effort.

Start by identifying the reporters who cover your field. While it may sound counter intuitive, you should define your business as narrowly as possibly, at least for internal purposes. Your chances of placing a story will be greatly enhanced by sending it to the reporters who cover that precise beat.

Get familiar with the reporters before you send them a pitch. If you don't have time to do that and run your business, hire a professional. Getting familiar with reporters is easier than ever. Almost all technology reporters are on Twitter, follow them. Even if you are not inclined to Twitter, you should have an account for listening purposes.

If you are a small company, your chances of placing a story are more difficult that ever, With publishers cutting positions, the competition for remaining space is tougher than ever. On the other hand, you can just use a press release service to put your story out and at least it will be on the web to be picked up by search engines. You should also put it on your website, in html. For small news announcements, a blog post should suffice.

Blog posts should occur regularly, not necessarily often, but predictably. Refreshing content gives people a reason to return to your site. Again, if you don't have time to blog regularly, hire a professional.

Now the big question, to Facebook or not to Facebook, that is the question. At this time I would say not if you don't want to. For software companies Facebook is still optional. If you are selling directly to consumers, I encourage you to set up a Facebook page and regularly update its content. If you don't have time, or are not inclined, hire a professional.

Tuesday, April 23, 2013

NIEM 3.0 Public Review

The National Information Exchange Model (the data model used by law enforcement and first responders) has made NIEM 3.0 available for public review from today until May 6, 2013. NIEM is looking for both technical and non-technical comments. If you have an opinion about this now is the time to comment

Thursday, April 18, 2013

The limits of keyword libraries

George Hulme explains it brilliantly:

it's the holistic optimized way to a solutions approach to communication utilization
For paid search a proper keyword library is absolutely essential. However, using it for blogging and other online copy writing will produce the sort of copy that only a search engine bot could love..

Tuesday, April 16, 2013

Who is your audience?

Do you know the names of the reporters who cover your industry? If you are a flack you do; but if you are a business owner you might not. You might know who your favorite reporters are, but not everyone who covers your industry. You should know them (or hire someone who does know them). If those reporters are on Twitter, you need to follow them.

You should follow your customers, your competitors, your employees (not to check up on them, but to learn from them, have some faith in your hiring process), industry analysts, and anyone prominent in your industry. 

Social media is your virtual store front window. It gives prospects and reporters a chance to view your business in a very low pressure manner. It gives them a preview of what to expect.

Social media is the online version of the social hour before a business meeting. It is an occasion to exchange gossip and get to know people personally. In other words, social media is a chance to strengthen existing relationships and build new ones. That is why too much attention to SEO and search engines is so destructive. It diverts your attention from where it needs to be, on your human audience.

Blog around the Potomac

Jessica Robertson gives us the Federal Communicator's Toolbox for Personalization.

Ben Licciardi talks about the searches that are as much about  learning and problem-solving as they are about locating.

Gary Climo explains that with Big Data setups, the rule is collect the data first and worry about it later.

More of the local zeitgeist on Potomac Tech Twitter list.

Wednesday, April 10, 2013

Cyber Security Framework Workshop, April 3, 2013

The April 3 workshop was mobbed, the Department of Commerce auditorium was filled to capicity. I assumed that it would be thinly attended like the meetings of the Federal XML work group; but there must have been something like 500 people there. Clearly people are interested and are planning on following the process very closely. I hope that means that we will build a better standard that gains broad compliance.

This workshop was designed to gain industry's perspective. The first panel had Russell Schrader of VISA, Terry Rice of Merck, Michael Paypay of Northrop Grumman, and Reid Stephan of St. Lukes Health System.

Russell Schrader of VISA described the Executive Order as sensible, and was pleased with the request for private sector feedback. He also expressed the need for international cooperation, and that there is so much more to be done.

Schrader described security as being core to VISA's brand promise. He reminded that audience that VISA as one of the founding members of the Payment Card Industry Council, and suggested that PCI offers a template for cyber security coopoeration. He described the PCI system as scalable from the small merchant to the large.

Schrader described cyber security as a continuing process, that there is no box to be checked. He described VISA's approach as Prevent, Protect, and Respond, saying that, "we try to stop trouble before it begins."

Schrader called on NIST to build on what already exists and aim for global scalability. He was especially concerned that NIST not create contradictory procedures.

He stressed the need for information sharing, and that it was necessary to create a legal framework for law enforcement. (I assume that he meant over and above the work of NEIM.)

Michael Paypay, Chief Information Security Officer for Northrup Grumman, described his work as "where the rubber meets the road". He said that it was extremely important to Northrup protect the information that the government has entrusted to them.

Paypay described the defense industry as having a collaborative approach, going on to describe himself as "representing all my aerospace brothers." He said that cyber security not an area where aerospace competes, but rather they cooperate.

Paypay observed that there is no common lexicon of roles and responsibilities in cyber security. He also said that bench-marking against other people can be a problem. He described government "best practices" as very helpful, in particular NIST 800-53.

He said that it was important to identify what is appropriate for your business, going on to say that you cannot simply protect protect your perimeter; but that it was necessary to build a layered defense, and go through each layer in order to identify risk.

Reid Stephan said that it had been an eye opening experience to join health care industry, we are catching up to other industries. He said that the National Health ISAC looks to existing standards such as the 800-30 guide to risk assessment. He suggested that it was better to integrate existing standards and best practices rather than building something from scratch. Stephan pointed out that cyber security risk management had to be balanced with business risk management, going on to say a risk based approach rather the control based approach would be more practical.

Stephan lamented the lack of robust intra and inter industry collaboration, and that the framework needs to address this sort of collaboration. He went on to observe that the cyber security framework will will never be finished, but become a dynamic standard.

Terry Rice of Merck thanked Commerce and NIST for hosting the workshop. Rice pointed out that life sciences, including pharmaceuticals, has been identified as critical infrastructure. The pharmaceutical industry is already working with DHS to protect their information.

Rice reiterated the point others had made, that cyber security is not binary - as in one is not either secure or insecure. He lamented lack of metrics for risk assessments and said that NIST is in a good position to help with this. Rice said that in 2005 the pharmaceutical industry established a not for profit organization to establish digital standard standard for a bio-pharma digital signature. He said that security required authenticity, that is non-repudiable information. He described the NIST-800-63 guidelines as useful.

He reminded the audience that the DEA has established a standard for doctors' digital signature for controlled substances. Rice also spoke about the need for anonymity for persons searching for information about sensitive medical conditions.

Rice pointed out the need for skilled workers, lamenting that computer security is not a required for computer college students.

Rice echoed others call for an international approach, for example, how would the cyber security framework apply to a foreign owner of critical infrastructure?

He said that we have to include privacy as part of the framework. In this he underscored the Executive Order's inclusion of the federal government existing privacy guidelines.

At this point Patrick Gallagher opened it up for a general discussion asking, "How do we support adoption? How should the framework think about supporting adoption?

Michael Paypay said that everyone in the company has to be trained in security. He said that Northrup Grumman's spear phishes their own employees, providing remedial training for people who get it wrong. 

Both Stephan and Rice pointed out that good compliance does not equal security. It is necessary to make sure that people understand, and you have to tread carefully when dealing with doctors.

Schrader said that you have to make sure people understand the need for security procedures.

Gallagher asked Schrader how VISA persuades its service centers and merchants be compliant. Schrader replied that VISA merchants are looking for something to implement that makes sense for their situation. 

Panelists agreed that we need safe guards around data, whether in storage and transit.

Paypay observed that not all threats are the same. DDoS not affect business like Northrup Grumman as "we don't do business through the website."

Panelists agreed on the need to establish common vulnerabilities and not create new standards where there is an existing one.

Terry Rice talked about the need for metrics to measure and manage risk.

Gallagher asked the panelists how they talked about risk, and their bosses role in risk management, "how do you make cyber secuirty relavent to the C Suite? Schrader replied, "look at the daily paper, you can't run a company without knowing about these incidents, education not necessary at VISA."

Reid Stephan said that one "can't take a fear approach." It is necessary to have a consistent process to measure risk, and establish a relationship and seen as a partner, that gets you a "seat at the table."

Michael Paypay said that at Northrup-Grumman "we are lucky because our executives understand this. Also, our customers are highly educated about cyber security- they don't have a cut and dry practice for security."

Gallagher pointed out that in the US the government does not establish cyber security standards - "how can we exploit the fact that we work together?"

Schrader said that "you don't want to codify standards" because of the continuing changes in IT.

The next Cyber Security Framework Workshop will take place in Pittsburgh from May 29 through 31

Cyber Security Framework website

Grant Gross: US NIST: Industry should lead creation of cybersecurity framework

Brian Browdie: Cybersecurity Framework Demands Input from Industry, Official Says

J. Nicholas Hoover: No Bold Moves On U.S. Cybersecurity Framework

Jason Miller: NIST, industry begin journey to develop cyber framework

Molly Bernhart Walker: NIST sorting comments on cybersecurity framework

Monday, April 01, 2013

We provide solutions for our customers' culinary needs


So what is the business? Is it a pizza delivery service? A Chinese restaurant? Or is it a grocery store? It could be any of the above.

No Pizza place, Chinese restaurant, nor grocery store would describe itself in such a manner; but this is common in technology. Every other industry describes itself in clear terms with an eye to catching the eye of its prospective customers.

I don't know why technology marketers embrace such vague copy. I thought that SEO would change this. After all, if you are a Cloud Computing company, it is in your SEO interest to say so on your homepage. Your company has a better chance of floating to the top of search results if you describe your services in the clearest possible terms. But for whatever reason, technology continues to embrace the sales killing rhetoric of IT market speak.

Thursday, March 28, 2013

We offer solutions to help customers achieve business objectives

It is sad how many IT companies, especially government contractors employ such language to describe their business. Look at the website of almost any IT company and you will be hard pressed to work out what they actually do. I cannot work out why marketers are so obtuse about this.

Are you a cloud computing provider? System integrator? Web services consultant? Software tools developer? Web designer and content management company? Just say so.

Do you develop software for the financial services sector? Data visualization to the military? Records management for the legal market? Just say so. 

I have never understood IT's aversion to direct communication.

Tuesday, March 26, 2013

The power of the free sample

Brite Technologies offers free instructions for virus removal to highly skilled computer users. What a brilliant idea.

New to me local blogs

Security Debrief, Security Debrief is a blog dedicated to homeland security, terrorism and counter-terrorism, intelligence and law enforcement that provides context to the debates, policies and politics that are playing out in Washington, D.C. ...

... Security Debrief is produced by Adfero Group and The George Washington University Homeland Security Policy Institute.

ECC IT Solutions

ThinkTech Blog, the blog of FedSolutions

Cloud Market Views, the blog of Virtustream

Straight Tech, the TMI blog, from Technology Management, Inc.

Turtle Wings blog, a blog about recycling electronic waste.

Managing Technology, the blog of Visular

The Interactive Files: Squash Errors, not Bugs!, From Wellfire Interactive

Whitehorse Technology Solutions

Accelera Solutions

Salient Federal Solutions

AETEA Information Technology

Thursday, March 21, 2013

More arrogance from Google/Blogger

I went to make some minor tweaks to my sidebar, hit update, and got a whole new design. That would not be so bad, except, in its infinite wisdom, Blogger decided to erase my entire sidebar of laboriously collected links.

 Jerking your users around really isn't a great way to do business. It is true that Blogger is a free tool, but it only has value because so many of us worked very hard to build up our blogs. To have all that work suddenly snatched from you simply because blogger decided they wanted to make design changes is aggravating beyond words. Shame on Blogger, shame on Google.

Monday, March 18, 2013

When control gets out of control

Having a PR C risis? There's Probably an App for That
Indeed, brands want more control over what appears on franchisees’ Facebook and Twitter pages. Ray Wert, co-founder of automotive marketing agency Tiny Toy Car, said rogue messaging often damages brands in his space. 
"Many crisis communications issues are caused on the sales front," Wert said. "Carmakers are looking for tools to help dealerships be good social media actors." Software providers, take note.
As a PR pro, I am not enthusiastic about centralized control. Time is one of the most important element in crisis management. Letting a situation simmer while senior management decides how to respond gives a minor discussion in social media snow ball into a major PR disaster. Sometimes a swift response from a worker bee is the best way to calm a social storm. I am trying to think of a major PR crisis that was caused by a rogue franchisee or low level employee, and I cannot think of one. However, I can easily name a hundred PR disasters precipitated by the actions of senior management. It is difficult to believe that trying to control the social media of franchisees it going to enhance engagement with one's customers.

Friday, March 08, 2013

Advertising is cheaper than comment spam

Now that I have begun to post more regularly to this blog I have seen a surge of comment spam. Sigh.

Sadly it appears to be coming from humans rather than bots. So someone is paying for humans to do this, or has purchased fancy bots.

You know what would be cheaper and actually effective? Would generate site traffic to your website and generate good will? Paid advertising.

You can buy a week's worth of advertising on low traffic blogs from Blogads for as little as $1000. Or you can purchase a sponsored post on Reddit, which will appear on the top of the sub-Reddit you select, prices begin at $20. Or you can purchase some keywords on Google, Yahoo, or any other search engine.

What a great name for a Communications blog!

Say no to mean, I Say What I Mean, but I Don't Say it Meanly The thoughts and words of Diana M. Rodriguez

 She has some excellent tips for email, my personal favorite:
Don’t #2 Texting acronyms: Many college students will be in for a rude awakening if they believe that acronyms that are used in text messages are acceptable when writing business emails. For example, using the acronym “GTG” for “good to go” will not be accepted or understood. In an office environment is best to stick with clear, concise wording and limit the use of abbreviated acronyms that the receiver may or may not understand.
Readers of this blog know that I try to stay away from acronyms of any kind. Between federal acronyms, military acronyms, and technology acronyms, room for confusion is too great. We should try to set a good example for our clients.

Wednesday, March 06, 2013

We sell to people, not search engines

The Guardian has a great piece on the confusion about the hype around content marketing:

The danger for brands getting caught up in this is that they are indeed viewing it as a panacea. Rushing in, rather than remaining firmly focused on their customer, their interests, passions, anxieties and hopes, to try and understand what sort of content they're interested in. 
Most importantly, why they'd ever want to hear it from you and why you're bothering producing it in the first place. 
If the answer to that question is "to drive SEO, to get round the Google Panda update, to help social sharing, to reduce our bounce rate on our website", your move into content marketing is only going to benefit the content marketing salesmen.
It is useful to have a library of keywords and a social media calendar to give your social media effort form; but if you don't engage your audience it is just so much more blather on the internet. When you write you should have a specific audience in mind. It makes it easier to write meaningful prose.

Friday, March 01, 2013

NIST asks for help in building cybersecurity framework

NIST to build cybersecurity framework, with your help
The Cybersecurity Framework will be a set of voluntary standards and best practices to guide industry in reducing cyber risks to the networks and computers that support critical infrastructure vital to the nation's economy, security and daily life, according to the NIST announcement published in the Federal Register. ...
...The first meeting will be held April 3 at NIST headquarters in Gaithersburg, Md. Registration information is available here.
If you have concerns about cybersecuirty or privacy, I urge you to participate in these discussions."