©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?