(This is the first of a two-part blog from W2 Communications Vice President Tom Resau, who has spent his career developing and executing PR/communications campaigns for leading information security companies. If you like this blog, please share it. Thanks!) If you’re a security vendor with a great track record of customer successes, you want to get […]
The Biggest Mistake in Sharing Content
(If you like this blog, please share it. Thanks!) What happened to my Facebook, Twitter and LinkedIn feeds? Instead of text-based updates from work colleagues/associates, friends and family, my pages are filled with images, videos, screen captures, e-cards and quotes. Not that my social-media circle is generating all of this content on its own. Instead, people are posting what other […]
How to Get the Most from Social Media
(If you like this blog, please share it. Thanks!) Organizations are still struggling with social media: They realize it’s great for customer connectivity/response and brand recognition/loyalty. But they face difficulties in establishing effective policies and procedures that ensure that employees are sending the right messages out there. For evidence, look no further than the world […]
Five Minutes With … Chris Foss on Why Companies Fail at Online Marketing
Today’s organizations need a bigger-picture focus when it comes to online marketing strategies. Companies invest heavily into advertising and communications for off-line efforts, while the digital side gets relatively snubbed. For success in today’s environment, online marketing must fully integrate into the entire scope of business planning. Such foresight will ultimately result in your online […]
How to Direct a Viral Video
The challenge: Produce a video for an American Airlines called “Flights.Camera.Action.” Dazzle the judges with creativity and comic genius. Oh, and do it within two weeks. The prize: 80 free roundtrip tickets. Wait. Was that “free” roundtrip tickets? Count us in. This is why I love coming to work every day. I work at a […]
Five Minutes With … Hilary Fordwich on How Federal IT Contractors Can Get an Edge
(If you like this podcast, please share it. Thanks!) We can expect to see a continued, dramatic slowdown in U.S. government IT spending. So how do tech contractors stay in the hunt for what’s left of the pie? By focusing on specific strengths and finetuning this into a valuable niche, according to Hilary Fordwich. There’s […]
Five Minutes With … Tom Resau on the Changing “Rules” for Information Security
(If you like this blog, please share it. Thanks!) Remember the good ol’ days – waaay back to a year like, say, 2002 – when a company’s security vendor got all the heat for a systems compromise? These days, there’s plenty of blame to go around: For starters, organizations need to take a good, close […]
Pitching Part II: Reeling in the Reporter
(If you like this blog, please share it. Thanks!) In my last blog on pitching reporters, I casted out a fishing analogy. (Sorry for the pun.) Sure, it’s a bit hokey. But it works: Getting journalists’ attention commands an angler’s skill set. It takes a lot of savvy and effort to simply get a bite […]
Five Minutes With … Steve Smallman on Measuring the ROI of Online Video Marketing
(If you like this podcast, please share it. Thanks!) We all know that online video is huge. In fact, it will soon account for 90 percent of all Internet traffic, according to industry projections. So when you invest into this form of content marketing, how do you know whether on not you’re getting results — […]
What Makes for a Great PR Pitch
(If you like this blog, please share it. Thanks!) Frankly, it’s competitive to get great placements for clients when you’re a high-tech PR agency. There’s a constant conversation here that underscores an eternal riddle: How do you capture the attention of a journalist? Then the logical – and perhaps more essential ‑ extension of the discussion: […]