Posts Tagged ‘PRSA’


Cyber Security: Fighting Back Against Threats

Tuesday, November 29th, 2016

Computer hacker stealing data from a laptop concept for network security, identity theft and computer crime

By Sydney Rodgers*

Theresa Payton is a notable expert on leading cyber security and IT strategy. As former White House CIO from May 2006 until September 2008, she is one of the leading security specialists in the nation. Payton is the CEO of Fortalice Solutions and co-founder of Dark Cubed. Both companies provide security, risk and fraud consulting services to various organizations.

At the recent Public Relations Society of America (PRSA) International Conference, Payton compared potential security risk to connecting a talking Barbie to unknown WIFI sources. According to Interstate Technology & Regulatory Council (ITRC), in 2015 over 169 million personal records were exposed due to breaches. With the internet playing such a large role in daily life I wanted Payton’s insight on how to structure your brand. Below Payton gives us tips on how to expand your assets without putting them at risk.

 

How does someone determine their most valuable assets?
Your most valuable asset(s) is that information that you absolutely cannot afford to lose. It’s the most critical asset that you need to safeguard and protect either for yourself or your organization.  Lots of digital assets are considered valuable but the top 3 digital assets that cyber criminals target before and during a large event are:

  1. The schedules of notable people and their security detail assignments;
  2. Ability to spoof or fake credentials online or in person; and/or
  3. Stealing personally-identifiable information or the right credentials to access payment information and bank accounts

 

What trends do you see in breaches of security?
Over the course of my career, one item rings true over and over again. Today’s technology, by design, is open so it can be easily updated. That open design also means that a breach is inevitable, but how you plan to respond to one is not. If you create and store data, there will be cyber criminals waiting to pounce to copy it, take it, post it, ransom it, or destroy it. Offensive strategies with defensive mitigating controls work, but a purely defensive strategy is a losing strategy. For every defense you put in the path of a cyber criminal, just like a squirrel after an acorn, they will relentlessly try to circumvent your defenses to grab it.

As we live in today’s world, it would be completely negligent to only think in terms of physical or digital security as two separate entities. We discussed this in great detail at the White House that a security strategy must dovetail the two together, physical and digital, and that a one sided approach was doomed to fail.

 

What things should someone take into consideration when looking into cyber security?
An area often overlooked or widely misunderstood is the use of open source intelligence, also known as OSINT, as part of the overall strategy. 70% of data breach victims indicate that they were alerted they had a breach from someone outside their own organization. That stunning statistic reinforces why every company should target your own organization, as if you are the adversary. This approach helps you identify the information leaking out of your vendor’s connections to your data, through your own employees, or technology, before cyber criminals use that same intelligence to launch an attack against your organization.

Digitally, you can use OSINT tools to identify everything you can about the technology and people that work at your organization. You can also use OSINT to see if your sensitive data has leaked online. Physically, you can use an OSINT technique to digitally geo fence a specific and physical land area and monitor the digital traffic occurring that mentions the location. In the case of fighting terrorism, private sector companies and law enforcement can geo fence critical infrastructure, significant events, and venues and then monitor to identify terrorist capabilities, sympathizers, motivation, flash points and intentions through various OSINT tools.

 

What apps would you suggest someone use to monitor their protection?
Some apps that I use everyday are: Privacy Badger and Ghostery to protect my online browsing from 3rd party marketing firms and other snoops. I also use Threema to protect sensitive text messages.

 

Should there be differences in cyber security for personal and professional?
How you think about protecting your privacy and sensitive digital assets in your personal and work life are the same. Most of the principals that you apply in your personal life should go to the office with you and vice versa. Please make sure you are familiar with the tighter restrictions at work that are typically agreed to within employee agreements that you have signed so you don’t unknowingly break rules or put your company’s most sensitive assets at risk.

 

Follow Theresa Payton on Twitter @trackerpayton. And check out Fortalice Solutions.

*Sydney Rodgers is a student at Southeast Missouri State University. She has always been interested in the communication process and social interaction and is currently studying public relations. In her spare time Sydney likes to keep up with current events and is AVP of Communication for her Public Relations Student Society chapter.
Twitter: https://twitter.com/SydSpksSuccess
LinkedIn: https://www.linkedin.com/in/sydney-rodgers-5a6305127

Stop “raising awareness.” Just…please, stop.

Thursday, September 1st, 2016

By Debra Bethard-Caplick, MBA, APR

 

As a university PR instructor, PRSSA Bateman competition and PRSA Silver Anvil I’m going to let you in on a little secret: “raising awareness” doesn’t do anything for your boss. It’s become a lazy way to write objectives that doesn’t help you demonstrate the success that you know you’ve achieved. It’s what you do with that awareness that matters to your organization. You need to move beyond awareness and into real action – and it’s that difficult. All it takes is a slightly different way of looking at what you’re doing.

Think for a moment about how you craft key messages for your target audiences when you’re preparing a PR campaign. Would you use words and terms they don’t understand? Of course not. So why would you do that when communicating with CEOs and other non-communication executives? You need to treat your colleagues like a target audience, because they are one, and can possible have the biggest impact on whether your campaign will succeed or not. You understand the implications of increased awareness, reach, and impressions, but what about your CEO or CFO? Probably not, so it’s up to you to both educate them, and to use terms they understand, namely, dollars and cents.

What are your organization’s business goals? Sales objectives? New accounts? These are what you should be incorporating into your communication goals, because they are results that non-PR managers understand. They have no clue how awareness impacts on what they’re trying to achieve. In the case of nonprofit organizations, this is measured in terms of overall donations made, new donors, additional donations from existing donors, etc. CEOs of for-profit organizations. You can slice and dice it any way you like, but money is the crucial element for all organizations.

If you remember, a couple of years ago the internet and news media were filled with the Ice Bucket Challenge. Seemingly everyone was doing their best to turn themselves into human Popsicles® and to convince others to do the same. It was fun to watch, it was interesting, and it went viral. Within just a few weeks, it was hard to find someone who hadn’t seen at least one video of someone dousing (or being doused) with ice water, especially as celebrities started joining in and ever more elaborate ways to drop the ice and water were dreamed up. Increased awareness? Absolutely. But awareness without action is an empty objective. The whole world can become aware of your mission, as happened with the Ice Bucket Challenge, but if they didn’t convince people to take action beyond the act of dumping ice water on their heads, they’re no better off than they were before.

Now I’m going to let you in on a little secret: we’re human. I know… big surprise. We’re attracted to the shiny things in PR. Who wants to slog through boring plans, when there’s all kinds of bright, shiny tactics just tantalizingly hovering out there, waiting for us? It’s much more fun to film human Popsicles® than it is to develop donation materials. But those donations are what the people at the ALS Association need in order to fund their mission of finding the cause of and a cure for amyotrophic lateral sclerosis and to support ALS patients and their families. Building those donation amounts into your objectives gives you something to work toward and measure how effective your tactics are.

By the simple act of building a forfeiture option into the challenge, allowing those challenged by friends to make a donation to the participating ALS organizations instead of being doused, increased awareness was converted into action, as donations poured in. And dollars and cents are easy to count – especially for CEOs. The New York Times reported on July 27th that the Ice Bucket Challenge raised $115 million for the ALS Association, with $77 million going to research and another $23 million to patient and community services. Even better, the ALS Association just announced that the money raised had funded the discovery of a gene tied to ALS. Those are numbers to make any CEO – and Silver Anvil judge – ecstatic.

New Resource (Book) for Millennial Job Seekers

Thursday, March 31st, 2016
Photo Credit: Bolla Photography

Photo Credit: Bolla Photography

As a PRSSA professional adviser and PR student mentor, I often get questions about job searching, professional networking etiquette, cover letters, interview preparation and follow-up, and résumé writing (as well as personal branding).  Those questions are typically prefaced with “how do I …” and followed by “will you read what I wrote and give me feedback”.  Now, don’t get me wrong, I get incredible joy and satisfaction from helping and mentoring PR students and gladly do so; however, I can’t count how many times I’ve thought that I should write this stuff down so I could just send a ‘canned’ response to some of those frequently asked questions—just to save time.

 

Last Fall, I was contacted via Twitter by Danny Rubin who had just completed a book called, Wait, How Do I Write This Email? and subtitled, “Game-Changing Templates for Networking and the Job Search”.  He knew (from my bio and various social media activity) that I do a lot with PR students and thought it might be helpful. A free book? Um, yes, please! Then I completely forgot about it until a couple months later when the book arrived in the mail along with a personal note from Danny. After skimming through, I knew within minutes that this book is as good as GOLD to, not just students but young pros or really anyone—especially those who’ve been out of job search mode for some time.

 

Around that same time, I was planning the PRSA St. Louis annual Career Development Day and thought this would be the perfect opening keynote topic. Fortunately, we were able to bring Danny in for the event to speak and do a mini-writing workshop and it was so helpful I wanted to share with you a few takeaways.

 

Use the power of storytelling in your cover letters , bio, etc. (even during the interview) to make you stand out from the crowd.

  • Lead with a compelling personal story—an anecdote that you can relate to the job skills required.
  • Stories, told properly, will capture the reader’s attention and keep them reading.
  • Unique details matter!
  • A personal story will leave a more lasting impression and makes you more memorable.
  • Starting and ending on the same story (a technique that professional journalists use) demonstrate that you “get it,” and that you know how to apply these tactics in a real-world setting.

 

So how do you do this? I’ll share an excerpt from Danny’s book (Chapter 9: The Power of Stories) where he steps the reader through the six parts of a storytelling cover letter.

 

Danny’s outline for the storytelling cover letter:

  1. Open with a line that places readers into the story. Grab their attention and make them think.
  2. Include concrete details about the story. The more specific you are, the more colorful the anecdote, the more memorable you will be. Quantify your results—provide hard numbers when appropriate.
  3. Demonstrate how the story applies to the job by referring to the job description—making sure the anecdote reflect the person the company is looking to hire.
  4. Show you did your research and understand how the company fits into the marketplace by explaining how you will help the company grow its business and make it more successful.
  5. Share more of your qualities as they relate to the story. Again, referencing the job description, touch on qualities you know the company admires and show how you would be a good cultural fit.
  6. Mention your story one final time and bring the cover letter full circle.

 

As I mentioned in the beginning of this post, Danny offers up more than 100 templates demonstrating various scenarios and taking the guesswork out of applying these techniques.

 

Do you have an example of how you’ve done this effectively that you’d care to share with our readers? Or additional thoughts to offer?

Transformation Influencers: Rust-Oleum’s 1,000 Projects Campaign

Wednesday, December 3rd, 2014

There are more than 100 million searches each month on “how to” do something. Rust-Oleum, a nearly 100 year-old company, came to the realization that people aren’t really passionate about products as much as they want to change and improve their living spaces, creating something beautiful that they can enjoy.

Photo: Pinterest Screenshot

Photo: Pinterest Screenshot

With the insight that people want to improve and/or change what they love, Rust-Oleum (along with its agencies) set out to create 1,000 compelling projects to serve as inspiration and demonstration to consumers. Leveraging paid media and using data driven marketing to share a transformation story through images and video, they empowered bloggers and every day influencers to share their own inspiration stories, in turn driving awareness and a new excitement—a re-introduction of sorts.

Lisa Bialecki, Senior Director, Integrated Communications at Rust-Oleum, shared their journey with attendees of PRSA St. Louis’ recent Digital Communications Summit.

They conducted fast data analysis to identify exactly what people are searching for and where they’re looking to find this information. Using this research data, they created a blueprint of projects that they needed to create and feature—for example, 14% of the project would be devoted to the garden tackling things like planters, fences and stones, while 5% would be devoted to garage revamping items such as cabinets, hardware, organizers and the garage floor.

Their strategy included media partners, consumers, professionals and brand projects. Rust-Oleum created “an army of project enthusiasts,” Bialecki said, leveraging volumes of content–using print, blogs, web, video, Facebook and Pinterest. They also hyper-targeted banner ads to their audiences and created a new website for project inspirations with a user forum section—creating a community.

But it wasn’t just all traditional print, social media and digital. Rust-Oleum hosted DIY conferences. They held multiple blogger innovation summits in an effort to generate excitement for these bloggers to write about new products. One such summit included 18 highly influential DIY bloggers (from 15 key blogs) over a three-day period. During the summit, they took them on a manufacturing plant tour, a corporate headquarters breakfast and tour which included a marketing studio “hands-on” session. Through these “in real life” events, they were able to build a stronger awareness of new products, strengthen existing and build new blogger relationships.

This integrated PR campaign not only supported Rust-Oleum’s retail marketing but has resulted in 250 million project impressions to date and 3 million project engagements. Pinterest has become their number two driver to the website. Most importantly, unit sales are up 40% year-over-year. This is a great example of PR, marketing, advertising, digital and social successfully working together!

Being the Hybrid PR Professional

Wednesday, October 29th, 2014
Being Hybrid PR Professional Media Monitoring Public Relations news Clipping PR Software

The young pro panel. Photo by Tressa Robbins

The most successful public relations campaigns are cohesive, tackling traditional PR and digital and social marketing and advertising to reach targeted audience. At a session at this year’s PRSA International Conference, three young pros spoke about being the hybrid PR professional and spreading campaigns across multiple platforms.

Lauren Gray, Jonathan “JR” Rochester and Jess Noonan—all former national PRSSA officers, now members of the New Professionals PRSA section, discussed how today’s PR pro must be a hybrid and understand not only the the strengths and weaknesses of each platform, but when it’s appropriate to use which one. They talked about how the new PR pro’s skills must go beyond traditional PR and media relations to address the demand for integrated campaigns.

NOTE: See my last post on the Clorox campaign as a great example of an integrated campaign.

PR, by definition, has changed in the past 30 years, as have the skills required to do the job. This “dream team” of young professionals talked about flexibility and handling change (seemingly effortlessly) as being critical characteristics of the new PR professional. They quoted Deirdre Breakenridge, an experienced public relations professional and author of several books on the intersection of technology and public relations, who said, “Public Relations is becoming more integrated with marketing and advertising. It’s important to embrace new technology to do justice to the brand. All areas should be working together.”

To further prove the point, they showed a recent job description—pointing out that it’s not just writing press releases and pitching stories to the media, but the qualified job candidate will also need to have a basic understanding of business strategy, be able to perform thorough research and create proposals, have strong writing skills for content creation, ethical common sense, social media acumen, as well as being able to track key metrics and provide measurement tie-backs to KPIs.

BurrellesLuce Hybrid PR Professional Public Relations PRSA Media Monitoring PR Software news clipping

It seemed to me that the one constant is that things are constantly changing in this industry, and we are its perpetual students.