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By Conor Heslin, senior account executive at Eskenzi PR

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As someone working at a PR agency who are deeply embedded in the cybersecurity sector, I’ve been provided with a window into an industry which, for the large part is hidden from public view. When the general public think of cybersecurity, a good portion of them still think of unsuspecting companies being targeted by hackers in hoodies in darkened rooms. What they don’t think of are the teams of dedicated security professionals who aren’t stealing credentials, or hacking into networks, but are stopping the bad guys from doing so! So, if you’re a young graduate in a STEM subject reading this, and don’t know a lot about cybersecurity career opportunities, this should help to explain why it’s such an interesting career choice.

  1. It’s well paid!

One of the most important things to consider when starting any new job is of course the salary. According to graduate jobs and work experience website Prospects, starting salaries for cybersecurity analysts start between £25-35,000. Within several years, the salary can be expected to rise to £50,000, with leadership and management roles receiving in excess of £75,000. Not half bad!

  1. There’s plenty of jobs to go around

As it stands, the cybersecurity industry is desperate for talented employees to fill all of the necessary positions. As more and more companies, organisations and even nations begin to take cybersecurity more seriously, the need for staff continues to go through the roof. An estimated 3.5 million security jobs will be unfilled by 2021 according to one prediction. While this is bad news for employers, it’s good news for potential employees!

  1. The industry is incredibly accepting of neurodiversity

While this is not a reason that will apply to everyone, it’s still an incredibly important one. Neurodiverse individuals, particularly those on the autistic spectrum often struggle to find any kind of work, let alone work which celebrates their differences; this is not the case in the cybersecurity world. According to the Disability Horizons website, people with a forensically keen eye for detail (such as those across the autistic spectrum) and those who have the ability for hours of intense focus are perfectly suited to careers in cyber.

  1. You’re on the front-line of a brave (and sometimes terrifying) new world

Cybersecurity seems to be gaining more and more influence over our lives by the day. Whether it’s phishing or malware leading to the mega data breaches we’ve seen over the last few years, connected devices expanding at an alarming rate, or hostile governments engaging in campaigns of fake news, cybersecurity exerts a significant amount of influence on life in 2018. Working in the sector allows you for a chance to be at the coal face of this seismically important industry!

For more information on some of the fantastic companies who operate in the cybersecurity space, please visit www.eskenzipr.com

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Melanie Johnson, Account Director – Eskenzi PR

The whole communications industry is changing at a rapid rate, and for a long time now the PR industry has debated whether the traditional press release is dead.

In today’s fast paced world, people are consuming news in a different way, and this is the same for how journalists pick-up stories. Nobody has time to read through a page and half press release about a product announcement or company update, so as an industry we need to look at how we are sending that news out and how people are consuming stories.

Content, content, content

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Content is king, that is a very cliché saying but it’s true. What you write in your press release has to be of interest to the journalist, their readers and the industry. Just talking about the new features or widgets of your company’s latest product won’t get covered in those top tier publications (unless you’re Apple),but talking about the challenges and issues it helps the end user resolve will. People want to know why they should buy that specific product and how it will support them in their drive to be successful.

Think about unique research too. To support your story, try and compile some industry research that offers knowledge to the reader. For example, stats on industry issues, how many people are targeted by hackers or how much money is lost etc. It creates a talking point and then you can follow with how your company can help with those issues.

We all know momentum releases are there to keep shareholders happy, but bear in mind, people don’t like reading a story about a company blowing its own trumpet. So, make sure you have a good story to tell, and not just that you’re opening another office in San Francisco.

Tailor news

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One thing that will get your news noticed by journalists is if you tailor the news to the publication and its readers. For example, a financial title will want to know numbers, so make sure you have these if pitching your press release to the FT.

Also, take time to get to know the journalists you’re pitching to. Read what they write, follow them on social media to see what makes them tick, and try to find out what will get their attention. Unfortunately, in today’s world a one press release fits all approach no longer works. In fact, some journalists like pitches via Twitter which means you only have a few characters to get your pitch across. And that point leads me nicely onto…

Different platforms

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The rise of social media now means you have to split your press release up to different formats for Twitter, LinkedIn, Instagram and Facebook. Also, it means that your target to get your news our there may no longer be just journalists, but ‘influencers’ too. Always prepare these social media updates along with the press release to make sure you get them right. You could look at creating a blog/article for LinkedIn rather than just pasting you press release.

Be controversial

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Why not be a little ‘out there’. Say something different in the press release that will get people talking, but not too controversial to cause issues.

So, is the press release dead? I think not, but the way the communications industry approaches drafting that release and the way it is shared must change.

It is still a vital tool to make sure the company, its spokespeople and press targets understand key messages around an announcement, but once it has been finalised, it does need to be broken down into various forms to spread the news and gain interest.

As we all know PR is changing and so must the traditional tools we used.

By Melanie Johnson, account director at Eskenzi PR

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Video is a much more convenient medium to absorb a message. Nowadays, people lack the time to sit down and read articles on the way to work or at lunch, but you regularly see commuters on a busy train watching a video.

Rather than ploughing through 500 words or more of mundane content, people want a short snappy video that clearly demonstrates what the ‘brand’ or company is wanting to say or trying to portray to the potential customer or even an engaged user without much effort. Video also allows the viewer to see the product or service being used in a real-life situation or an environment they are familiar with.

Done right, creating a video can have a massive impact on engagement from costumers and potential clients, plus separate a company from its competitors, but how does one go around creating an effective and engaging video? Below are some top tips for getting that video right:

Start strong

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Your video needs to grab the attention of someone when they are scrolling through Twitter or browsing LinkedIn quickly. This means you need to start strong. Make sure your video opens with a breath-taking moving image or provocative statement, one that takes the viewer back to keep their attention and wanting to see more. This could be taking a look at the challenges your customers are facing and creating a question asking them if they’ve experienced that problem or creating a video of that situation they can relate to. Grab the viewer straight away and tell them why they should care.

Make it aesthetically pleasing

This is one of my favourite phrases and probably one I repeat too much, but people like to watch things that are pleasing to the eye. Visual story telling helps people to grasp concepts and data far more easily than just words. Add graphics, infographics, footage of real people and customers so they can relate to what you’re trying to tell them.

Keep it short

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No one has time for a 15-minute video, or event two-minute one at times. Keep your video short and snappy and keep it flowing with rhyme and pace. Find some music with a steady beat, and why not speed up and change the pace of slow parts of the video. If you feel the video is still too long, why not break it down into a short series. This will not only create shorter videos but more content that can be shared over a longer period of time.

Get them thinking and wanting more

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If the viewer has lasted to the end of the video, you’ve got them hooked but how do you keep them engaged for the next video? This is there you need to drive home that part about ‘why they care’.

You could simply create a summary of what you have said or ask them a question to continue thinking about the issue or challenge. For example, “Is ethical hacking actually ethical?” and ask them to leave a comment or share your video. Also, make sure you tell them what the next video will be about, when it will be available and where to find it. Always have a call to action at the end.

Have fun!

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I think my last point is just to have fun when you’re making videos. No one is going to watch a video where the presenter, interviewee or subject looks bored or totally unengaged. The only way to overcome this is to make sure everyone involved in the project (or video) is having fun, I mean, if you believe in what you’re talking about, plan well and everyone feels comfortable in what is being produced the ‘fun’ will come across to the viewer. The worst videos out there are of awkward CEOs, CISOs and other board members not enjoying being videoed in front of a company logo.

By Conor Heslin, Senior Account Executive at Eskenzi PR

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For years, the PR industry remained largely unchanged. Social media has now moved the goalposts for brands hoping to bolster awareness.

The challenge for PR

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In decades gone by, PR was a much more regimented industry. Agencies and PR departments would send out press releases by post to news organisations in the hope that they would find the subject sufficiently interesting to cover. They would chase journalists on the phone, schmooze them over lunch and build relationships the old-fashioned way; face to face. The advent of the Internet and emails changed all of that. Gone were the days of sending out releases in the post, and a new era of instant communication with journalists (and people in general) began. While this changed the tools we use, the aim of PR remained the same – get the journalist’s attention and get the client coverage in the (now-expanded) media.

This all changed in Mark Zuckerberg’s student dorm in Harvard. When Facebook spearheaded the social media revolution, the PR industry was caught at a crossroads. How could they react to the changing media landscape, when the traditional gatekeepers of news (print, broadcast and traditional online mediums) had lost their monopoly, and were now competing with the likes of Facebook, Twitter and LinkedIn. It was in this more crowded marketplace where the PR industry now had to operate, and it is still in the process of figuring out how to do so effectively.

The challenge for cybersecurity

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Much like the PR industry, cybersecurity companies are also figuring out how to get ahead in a hugely saturated market. As use of the Internet exploded, and data of all kinds became central to a functioning economy, the cybersecurity market swelled to an unprecedented size, and continues to swell. Spending on information security reached $75 million in 2015, and is reported to reach $170 billion by 2020. This means there are more companies competing for customers on the market than ever before: More reports, more whitepapers, more blogs and more research, all fighting to be heard. How can an up-and-coming cybersecurity company ensure that their voice cuts above the noise?

The solution: Eskenzi Digital

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Since our inception 23 years ago, Eskenzi PR has prided itself on creating dynamic, creative content for traditional PR campaigns. Contributed articles, blogs and other forms of thought leadership have always been a part of how we bring our client’s stories to the forefront of the industry. It is this degree that has set us apart; content when done badly for traditional PR campaigns ends up lost in the noise, and the same can be said for social content.

Eskenzi’s recently launched Eskenzi Digital initiative aims to help cybersecurity companies cut through the noise. By offering a comprehensive programme of unique, engaging shareable social content, Eskenzi Digital can help emerging and established cybersecurity companies to bolster their social media presence and allowing you to engage with potential customers away from traditional media routes. Podcasts, videos, infographics and blogs can really help to build a brand’s presence online, creating a wealth of instantly recognisable creative content to go alongside traditional marketing and PR strategies. It’s a much noisier world out there these days, but we hope we can help you to be the loudest voice!

To find out more about Eskenzi Digital, visit http://www.eskenzipr.com or email yvonne@eskenzipr.com

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Rapid Response is an integral part of the PR process and done right, can be a guaranteed coverage provider and share of voice booster. Here’s how you can maximise your efforts and help your client shine above their competitors.

  1. Use the right tools

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A great habit is scouting relevant news outlets for breaking news, to make sure you are up to date with all the latest stories. Then, follow this by trawling through social media as the majority of journalists and businesses use these platforms to post requests for comments, new stories or interesting research.

Furthermore, setting up Google Alerts is another great monitoring tool to help notify yourself when certain content hits the internet.

But sometimes the story comes to you. Tools like Response Source are a brilliant way to connect with journalists, publications and other PR people. Journalists using this platform will send out their media requests to anyone connected through this database and at the touch of a button you can instantly interact with them.

It doesn’t matter if it’s a major data breach or a new vulnerability has been discovered, being able see the news breaking as early as possible gives you the best chance to stay ahead of the game.

  1. Identify the Story

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Once you have found a relevant story, ensure that you understand it to the best of your ability and recognise why it would be suitable for your client to provide commentary. It’s always great to get a story which is aligned to your client’s areas of focus, however you should also try to pursue the stories which you know will attract a lot of attention, for instance the breach of a well-known retailer, as this is a great way to generate mainstream coverage.

It is also extremely beneficial then to nail down the key topics your client is comfortable speaking on and the areas of expertise of each of their spokesperson – this makes everything more efficient and less time consuming.

  1. Speed is key

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If you do receive specific questions from journalists, make sure they are answered in a short, concise manner and are straight to the point. Journalists have a deadline, so they are looking for soundbites that they can easily slot into their article. You can include company messaging where relevant but be aware that there is a chance that it won’t be included in the final piece.

Furthermore, rapid responses must be rapid. It’s in the name. So, unless specified, writing out a 500-word answer should be avoided at all cost as this slows down the process. As a rule of thumb, responses should be no more than 150 words. The sooner your client understands this, the better your chances are of beating the competition and getting the comment published.

If, however, there are no questions, and the story was sent to your client proactively, then ask your spokesperson to identify a gap in the story or a unique angle that may have been missed to help enhance the story.

In terms of speed, unless a journalist has specified, always work to the deadline: ASAP. It’s all about the quick turnaround, especially if it involves a breaking story.

  1. Proofread

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When you receive a comment, don’t get trigger happy and send out to the world, especially without reading it.

Spending a while proofreading the comment will save you hours if not days of having to beg journalists to make edits to their story. This is a sure way of annoying both them and the client so always double check – even if it means getting a third pair of eyes from a member of your team to make sure everything makes sense.

Remember, you are an extension of the client’s PR team and a representative of the company. Lastly, check who will be receiving the comment as there are some journalists that loath rapid responses. Therefore, taking the time to research which journalists prefer this method is paramount. They will greatly appreciate the fact you are not constantly spamming them.

  1. Rolling in the coverage

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Getting the above right will go a long way in helping build a positive relationship between the client, the journalists and yourself.

The journalists will begin to trust you and use you as a credible source for commentary. In addition, if your client continuously provides engaging content, their name will become imprinted within the industry which will open the door for further requests.

As a final point, be sure to flag any pieces of coverage to the client to show it is working. They will love you for it!

By James Montague, Account Executive at Eskenzi PR

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I started my new role as an Account Executive with Eskenzi PR just over six weeks ago. In that short time, my self-assuredness and understanding of the PR industry and cybersecurity landscape have improved infinitely, and while I could write a duly endless list of things that I have learned and skills that I have developed, for the sake of succinctness (and a catchy title), I thought I’d distil my experience through these six key points.

1.Organisation is key

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I’ve always considered myself to be logistically proficient. However, in an unfamiliar professional environment that requires you to meet deadlines and juggle tasks from a variety of clients, being organised and learning how to prioritise effectively can take some getting used to. I have learned that the best way to manage my time effectively, and complete each task to a high standard, is by using and managing desktop Sticky Notes. Establishing a general daily routine has also helped me to optimise and organise my time. A mundane and menial aspect of professional life to some, but vitally important to an Account Executive starting out in PR!

2. Be inquisitive- ask questions and ask for help!

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Following the interview process, which involved speaking to Yvonne, Neil and several other members of staff, it became clear that I would be joining a company with inquisitiveness, learning and innovation at its core. To learn about the industry, and quickly assimilate into my role and into the company, I recognised the need to be unabashedly inquisitorial myself. Asking questions and learning about a topic like cybersecurity, which is in constant state of flux and growth, is essential.

3. There’s always something to learn about cybersecurity

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This is one of the things that makes working in the field of cybersecurity so interesting. As a burgeoning industry that is having an increasingly effectual and real impact on our world, I’m glad to be in a position that requires me to understand, appreciate and learn about it on a daily basis. Concepts like artificial intelligence and fintech, that were once ostensibly dystopian, abstract and surreal to me, have become concrete, intelligible (most of the time…) and genuinely intriguing.

4. Monitoring the media

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In the cybersec PR game, it’s all about monitoring and reacting to breaking stories such as data breaches and supply-chain attacks quickly and astutely so that clients’ opinions, and advice for affected parties, can be disseminated via the right platforms. To be really “on the ball,” monitoring Twitter and checking emails before and after work is a good habit to get into. It also gives me a good incentive to use my commute productively.

5. Time flies when you’re having fun

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I was concerned that working in an office environment would lead me to incessant clock- watching and bouts of restlessness from sitting in a chair all day. After six weeks however- the halfway point of my probationary period- I have discovered the opposite to be true. With such a varied and consistent workload, I find that I’m always busy and stimulated, particularly when learning new things. This always reinforces the need to manage time and prioritise effectively. Dare I say it- I wish the working week would slow down a bit…

6. The Eskenzi Culture

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As I’ve already alluded to, innovation, evolution and development are built into Eskenzi’s genetic makeup. This pushes the company, our clients, myself and my colleagues to constantly improve and stay ahead of the game. This is epitomised by our most recent venture, Eskenzi Digital, which aims to refresh and modernise online cyber-security content. Tantamount to this is the company’s collaborative culture, which encourages each employee to share creative and strategic ideas and be proactive and conscientious in generating coverage for their clients. As a company with a relatively small number of employees, each of our contributions is vital and measurable. These factors make for a demanding and fulfilling working environment in which development and learning are essential.

I’ve also learned how to write digestible blog content, so I won’t waffle on any longer! Here’s to the next six weeks, which hopefully won’t fly past so quickly…

Let’s face it cyber-security content online isn’t the most imaginative or creative – we’re all sick to death of the stock images of the hoodies and binary pictures – it’s tired, it’s boring and time to shake things up a bit.

So, at Eskenzi Digital we’ve employed Kej Kamani, fresh from Sony Music and before that at the BBC on Radio One producing some crazy stuff for almost a decade.  He’s bringing all that experience to the cyber-security industry to provide some creative content to help companies appear exciting, compelling and most importantly engaging.

To really win in social media it’s got to be on message, sharp, clever, different and varied – at Eskenzi Digital we’re doing this through our KingMaker programme which will make your people stand out amongst the community.

Together we will create true experts in their field that customers, press and stakeholders turn to for pioneering insight, perspective and opinion!

This programme will …

  1. Develop a coherent online presence across all social platforms.
  2. Create shareable, unique and engaging content that projects your company persona.
  3. Build company profiles and personalities through blogs, videos and podcasts.
  4. Grow your online followers and customer engagement.
  5. Make you “THE” company that attracts the best talent out there.
  6. Generate clear monthly reporting showing you the value of the Kingmaker program.

 

Triumph in the Security Kingdom with our Kingmaker Programme!

If you want more information please contact yvonne@eskenzipr.com or call +44 207 1832 832

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Jenny Radcliffe – the human lie detector and great friend quoted us in her podcast last week as the company that throws the best parties!!

It’s true we love to hold a party, so when we were asked to host the European Cyber-Security Blogger’s Awards during Infosecurity this year we jumped at the opportunity.  It turned into a crazy, fun-filled, drink fest as people rolled out of the first day of Infosecurity straight into the pub where we were hosting the awards.

There were over 10 awards given to everyone from Troy Hunt, Javvad Malik, Smashing Security, Gossi the Dog and others!  We got the legendary Jack Daniel and Brian Honan who organised most of the awards on stage and basically had a laugh – or should I say a piss up in a brewery!  I’m not sure why we agreed to do the Awards as we also had on that day a press lunch for all our clients and arranged almost 115 press interviews – what were we thinking!  However, it all turned out okay in the end, like I said we love to hold a good party – so if you’d like to get involved next year in the Bloggers awards either nominating the blog you love or get involved as a sponsor we’d love to hear from you.

Eskenzi PR has opened registration for the IT Security Analyst & CISO Forum which is available to just 10 vendors on a first come first served basis. The Forum which has been going for over a decade enables you to brief 10 of the world’s top analysts who all fly into London to meet growing, innovative cyber-security companies.  They always write about them and blog about who they see so it’s a unique and brilliant way to literally do a year’s worth of analyst relations in one day!

On day two you then get to attend a unique CISO debate and roundtable with around 15 of the UK’s top CISOs.  Eskenzi PR is very privileged that we have a great relationship with these guys who love to attend this event and often wear their heart on their sleeves as they know it’s Chatham House rules.  It means you get to put questions directly to these CISOs about the space you’re in and network with some pretty hard hitters.

Later in the day the CISO sit on a panel to talk on a wealth of interesting topics and we invite the end user community to join this session.  At this event you get to have a small booth so that you can collect leads from the delegates who are often decision makers looking to hear from the CISO community and find out what’s current and new.

The Forum will take place next May at No. 4 Hamilton Place with guests staying in the Park Lane Intercontinental Hotel – one of the best in London. It is the only event of its kind to bring together vendors, analysts, CISOs and end-users!

If you would like to know more about the IT security analyst & CISO forum please contact Elizabeth@eskenzipr.com

The first in a series of ‘How To Win With …’ blogs, this week we’re talking Whitepapers.

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By Dulcie McLerie, Account Director at Eskenzi PR

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Primarily developed as collateral for the sales team, these intense documents will have involved collaboration over many months between a number of teams to research, write, edit and design the finished paper.

Unsurprisingly then, our clients want to make the most of the investment. When asked “What can you do with a whitepaper?” Our answer is quite a lot!

Here’s just a few things we consider when developing a strategy to promote these incredibly useful reports.

Quality over quantity

As you’d expect, the greatest factor to consider is the quality of the paper. While at Eskenzi we’re all strong story tellers, and adept at making something out of nothing, the truth is there is only so much you can do with a ‘sow’s ear’ no matter how great a tailor you may be.

When thinking of what the paper could include, our recommendation is that it should be crammed with various facts, figures and references, all substantiated with evidence that walks the reader through each stage – from the preparatory stage, the event itself and then the remediation. It should conclude with step by step recommendations and, as this is a sales document, the ‘hard sell.’

Thinking about subject matter, in our experience the most successful whitepapers are those used to communicate detailed research findings of new attack vectors, malware or zero-day exploits. That doesn’t mean that a whitepaper about a well-publicised threat or security incident isn’t useful, in fact quite the contrary. Examining the intricacies of what happened with explanations of how the attackers were able to manipulate systems and/or avoid detection, detailing how that played out, whilst offering lessons learned so others can avoid the same fate, makes a compelling story. It demonstrates the author as having a clear understanding of the cyber incident, which in turn means we can leverage the content for a number of thought leadership opportunities.

Once the paper is complete, it’s then over to us to maximise its potential.

Find the News

This might seem obvious but all too often it isn’t. I’ve seen numerous pitches, written for media, announcing the existence of a whitepaper. Epic fail!

When was the last time you saw a news headline in a credible publication that read ‘Fabulous whitepaper has been written!’ I’d wager never. Would you be sold on attending a webinar about Company X’s Latest Whitepaper! I don’t think I’d sign up. That’s because the paper’s existence in itself is not news.

Instead focus should be on the findings in the report as that is the real story – what did the research team actually find i.e. what’s the light bulb moment? Once you’ve identified that, then rest of the strategy should fall into place.

Of course, while most papers will have one theme, that doesn’t necessarily mean there’s just one story. Quite often we’re able to identify two, three or even four angles that can be developed. 

Content out of Content

The first thing we will look to do is arrange interviews with journalists – perhaps under embargo or may even be as an exclusive offer.

To do this we always consider two elements – which journalists are actually going to be interested, but also those outlets whose focus is our client’s target audience. Often these two criteria will marry up nicely – Happy Days! However, there will be occasions where this won’t immediately be clear – for example, if we plan to run a vertical campaign.

Having drawn up your target list, and I’m stating the obvious for most of you – but there will be one or two for who this is their lightbulb moment, when pitching make sure you quickly demonstrate to each journalist exactly why this ‘news’ is relevant to their readers – I’ll never forget, many years ago, cringing as one of my colleagues pitched the financial results of a well-known football club to the Daily Sport! The conversation ended when it was advised that she went away and actually take a look at that day’s edition and, if she could see an angle, call them back. I can’t emphasise enough the importance of knowing the publication’s audience and tailor your approach accordingly – we’ll cover this topic in more detail further along in our series of ‘How To Win With …’ blogs. Before moving on, I’d also add that it’s prudent to avoid industry acronyms, buzzwords, and absolutely no sales pitches.

Dependant on the information contained, we would also look to:

  • Develop a press release/media alert to be shared once the embargo lifts or the exclusive interview has published. If the report includes infographics and, let’s face it, the publication could be relatively tedious without pretty pictures, these can be offered to media to support resultant features.
  • Use the research team’s findings to pitch and create by-lined article placements.
  • Promote the paper’s findings via a speaking session at a relevant exhibition. While we often draw from existing whitepapers when developing synopsis in response to a call for papers, sometimes the reverse is also true where a whitepaper may be developed as the result of a speaking engagement – we’re not fussed what is the driver.
  • Rework the whitepaper contents to produce a series of blog posts and then publish these on your own blog but also publish these via LinkedIn and other relevant social sites/groups.

Joining the Dots

The way the world consumes news has changed and, as PR professionals, we are also adapting. That means that written content isn’t the only collateral that we would look to produce from a whitepaper. The paper’s findings should be used to create a number of digital assets too. For example:

  • Record a series of podcasts and/or vlogs detailing the research team’s findings. These can be published through the organisations own channel, perhaps developed with a media partner, or even uploaded to a commercial site – such as Spotify, YouTube, etc.
  • Organise a webinar where the research team will present their results with all attendees receiving a copy of the whitepaper. Make sure to record this session so it can be offered either as a download or can be viewed from the organisation’s YouTube channel or other streaming service.

Maximising the Noise

The final element of all this activity is to maximise the noise achieved, and ultimately convert all the activity to leads.

You can amplify the reach, and connect this back to the whitepaper, utilising social channels. There are numerous variations (and we’ll cover that later in this blog series) but to give you a few ideas:

  • Favourite, retweet and share via LinkedIn, Twitter, Facebook, etc. any and all mentions of the paper’s content.
  • If a journalist has included the paper’s content in a status update then this too should be shared/retweeted with the original post liked/favourited
  • Create a hashtag to use in all social outreach

We would recommend developing a micro-site, or at the very least a landing page, on the company’s website where the whitepaper will be hosted and traffic driven. My preference would be that, at least until all PR activity has been exhausted, that this site is undiscoverable as some activity can be hampered if the material is perceived to be already published/available in the public domain.

If analytics is important, and let’s face it in today’s environment where measurement and ROI is everything, develop and share links that enable easier identification/correlation between the various PR activities and its resultant traffic.

Once all of this activity has been exhausted, it’s time to send the whitepaper to all your customers and prospects – either as part of a newsletter or direct shares from the sales team. At this point we’d also advise making the landing site discoverable and adding links from the main page of the company’s website.

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Stay tuned for our next ‘How To Win With ….’ blog coming soon.