Creating Media Buzz with Data Driven PR

Creating Media Buzz
Leverage existing corporate data to provide social media content and
increase public relations coverage

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US +1 913 440 4072 © K2 Global Communications
amy@k2-gc.com All Rights Reserved
www.k2-gc.com

Agenda
• Introduction to K2 and Commtouch
• Why data driven PR is so important
• Examples
• Commtouch case study
• Q&A
• Brainstorming

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www.k2-gc.com

Your Speakers

Amy Kenigsberg Rebecca Herson
Principal Consultant Vice President, Marketing
K2 Commtouch

Int’l +972 9 794 1681
www.k2-gc.com

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

Int’l +972 9 794 1681
www.k2-gc.com

• 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

Int’l +972 9 794 1681
www.k2-gc.com

Benefits of Data Buzz
• Creates added value
• Reinforces your expertise
• Increases opportunities for media coverage

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Content Opportunities
• White papers
• Blog entries
• Tweets
• Press releases
• LinkedIn discussions

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Case Study
Commtouch Quarterly Trend Reports, Blog Content and PR

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Internet Security
= Commtouch

The Problem
To stay “top of
mind” in our
target media

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www.k2-gc.com

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

Int’l +972 9 794 1681
www.k2-gc.com

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

Int’l +972 9 794 1681
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Special Reports/Surveys
• Third-party research on service providers’ attitude to outbound
spam (2010)
• Survey on hacked email accounts (2011)

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Int’l +972 9 794 1681
www.k2-gc.com

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

Int’l +972 9 794 1681
www.k2-gc.com

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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www.k2-gc.com

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

Int’l +972 9 794 1681
www.k2-gc.com

Results
Media Hits from Business Announcements
60

50

40

30
Business
20

10

0

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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

Int’l +972 9 794 1681
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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
Int’l +972 9 794 1681
www.k2-gc.com

Creating Media Buzz with Data Driven PR

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