SUPERCOMM or SUPERGONE

When I first sat down to write a blog about SUPERCOMM 2009, I started writing about all the things that went wrong this year that made the show…lackluster. To be fair, we had several clients tell us that while they had fewer meetings than they would have liked the quality of the meetings they had were good. The press and analyst community seemed pretty bored though with the meetings they had and the general quality of the news released at the show.

Part of this is a result of firms like ours that cautioned our clients about SUPERCOMM 2009’s viability as an industry news cycle and our counsel to make announcements prior to the show instead of at the show itself. After viewing several versions of the press list, and talking with editors and analysts about their attendance, we were concerned who from the press community was going to actually show up.

But instead of focusing on the past and bemoan what could have been, I wanted to provide my top ten ideas that can make SUPERCOMM relevant again.

Top Ten Ideas to Make SUPERCOMM 2010 Relevant Again!

1. Focus on a segment of the market and do it better than anyone else. Wireless, mobile and Ethernet are well covered with other events and the time when SUPERCOMM could be the “one” show are over. Applications and services are options for focus that will keep the content fresh as the market evolves. The equipment vendors need to rethink how they approach the show to align what their technology does with what the service providers want to offer.

2. Release the Service Provider Hounds! The US Telecom Association needs to do a better job promoting the show, and the benefits of attending, to its entire member base instead of focusing on AT&T and Verizon. As Carol Wilson of Light Reading points out in her blog "How to Save SUPERCOMM" neither AT&T nor Verizon need SUPERCOMM but other service providers certainly the equipment vendors would benefit from a more dense service provider presence.

3. Less focus on pleasing the gorillas. More focus on innovation and standards would help level the playing field with SUPERCOMM instead of focusing on the standard topics that appeal to the industry’s big vendors. In the past, SUPERCOMM did a fantastic job getting industry groups to run live interop and service demos. These programs allow smaller vendors to expand their presence and enables service providers to see combinations they might not have otherwise.

4. Start marketing now, I mean yesterday. I know there were some changes with show management but I didn’t receive any pre-show conference information until four weeks before the show and I’ve gone for the last nine years. The conference programming under Jason Meyers was strong and could have been used more effectively.

5. Show the love to those that came. SUPERCOMM could, and should, offer incentives to companies that helped make this year happen. Moving the show from June to October on short notice, changing the date structure to end on a Friday, was not popular. Folks that stuck by SUPERCOMM should get something, for you know, the effort.

6. Challenge Keynotes/Vendors to be Provocative. SUPERCOMM used to be a show where big news happened, the kind of stuff that got everyone buzzing. That was missing this year. SUPERCOMM should start working with key players to help them understand what it will do to ensure it a powerful industry news cycle next year.

7. Be honest. The SUPERCOMM 2009 website states “SUPERCOMM 2009 was a hit!” Sure, a base hit, but people want the show to be a home run. Trying to make this year out to be anything other than a small success is disingenuous and will do little to help people understand that SUPERCOMM understands the work ahead and what it needs to do to rebuild the brand.

8. Get the Press Back. Nothing creates buzz about an event than stories run on trusted industry news sites that starts with “Today at SUPERCOMM…..” SUPERCOMM needs to get the press and analyst community back to the show. While all the major publication had people there, no one had folks there in force.

9. Go Social. SUPERCOMM should set up its own new aggregation site and tap into the various social networks to drive awareness and promote the show, its participants and the conference programming. Many of the companies that exhibited and/or spoke have a presence on one or more social networks. To be fair, SUPERCOMM was on Twitter and Facebook but with only 125 Facebook fans, they are clearly not connecting.

10. Get regular input. SUPERCOMM needs to conduct a brand audit to understand what its brand identity is today and then develop an integrated marketing and messaging program that helps them become what they want to be. Without a concerted effort, based a realistic understanding of where they stand today in the minds of the industry’s decision makers with two key groups – the marketing folks that commit the spend and the operations and engineering folks that are looking to buy – SUPERCOMM is in danger of becoming SUPERGONE.

What You See is What You Get?

Over the last couple of months there have been stories in the New York Times and CNN focusing on the ethical relationship between advertisers and bloggers. First, the National Advertising Review Council called out two different blogger sites for their so-called product reviews and not mentioning the fact that these products were actually owned by the company running the site. More recently, the Federal Trade Commission announced blogger rules as part of revisions to the agency's Guides Concerning the Use of Endorsements and Testimonials in Advertising to address this specific issue.

Why is this important? When the line between journalistic blogger and advertiser is clearly being blurred, it is important for the organizations policing these types of activities to step up and do something about it for both the integrity of the site and for fair disclosure to the reader. Bias is what taints the blogger community in any industry and readers need to understand where a blogger’s bias lays. Readers can dig a little deeper and uncover the other relationships a blogger has that might impact their objectivity in their writing. This is something we did this summer when Connect2 called out a technology blogger for his rants against press releases and the way they are written. When we dug a little deeper we found that this blogger was also a marketing director for a company and was guilty of doing exactly what he was ranting against. In this case, the digging showed the irony of the situation, but it also highlighted his bias.

One of the ways Connect2 Communications has always measured the credibility of bloggers is by looking at the other ways they are credentialed in the industry. For example, they are a journalist writing for an industry publication or an analyst who writes his own personal blog in addition to the research work his does for his firm or the conference organizer sharing her thoughts on the industry as a whole. We believe when a blogger has another identity in the industry it lends more credibility to their work and you know that you are working with a more legitimate resource.

Bloggers are still a relatively new phenomenon in the world of press relations, but they are becoming a much stronger voice and relevant player within many industries. As a marketing manager looking for advocates within the industry, you need to be careful who you work with so you can be assured that what you see is really what you get.

Measurable Metrics that Matter Most

Try saying that five times fast.

Whenever we get ready for a pitch meeting, we debate the issue of metrics. Potential clients always ask, “so how can you tell if it’s working?” Some folks in our industry will tell you it’s about impressions or “eyeballs” if they like to metric around online stats. Some will compare the prices of advertising vs. the editorial space devoted to your company. Some will even try to claim that the number of press release pickups is what’s really important.

Well, I think they are wrong. Dead wrong, wrong as wrong can be. The measurements listed above are tactics, not metrics. A PR firm should have an internal goal that they will help generate up to XXX press release pickups for each release. To accomplish this, they can leverage Search Engine Optimization (SEO) techniques, post the release to various news aggregation sites, and Tweet about it.

The ad comparison I don’t really get as meaningful simply because it’s not an apple to apples comparison, or at least not a Granny Smith to a Golden Delicious comparison. Both advertising and PR have a role to play and sometimes they overlap when the marketing objective is brand or market pull. But an ad’s content is controlled and orchestrated while a news article is objective and unbiased. Both can move markets but the measurement seems false and simply a way to protect PR as it relates to a bigger advertising spend.

PR metrics should be about how the program or programs help a company achieve its business and marketing objectives. If your company’s marketing objective is to be considered a “thought leader” in your market, then the metrics should measure the program’s success in making that a reality. For example, if thought leadership is the objective, you might want metrics like:

1. Have three industry analysts willing to support company announcements with supporting quotes about the company’s leadership in ABC market.

2. Have the company’s Point of View (POV) included in part of four industry trend stories where it can articulate its opinion about a market issue or trend.

To make the first metric achievable, the PR firm might have to set up briefings with ten analysts over the course of six months to find people that believe in the company, understand the market and whose opinion can help shape the public debate.

To make the second metric achievable, the PR firm will have to know what reporters are writing about, and not writing about, certain subjects and how your company can help the reader better understand the issue. Then the PR firm has to set up an internal system that keeps them in regular contact with reporters and industry issues come up (think Broadband Stimulus, Net Neutrality or Hacker Days) so that your company is top of mind.

There are dozens of ways a PR agency will want to metric the programs they create for you, just make sure those metrics measure how the program helps your company achieve its market and business objectives, not theirs.

R.I.F. to Success in Media Relations – Part Deux

My blog post earlier this week addressed the importance of reading to be successful in media relations. I talked about how Vocus and Cision only get you so far in your goal to secure coverage. Today’s post will be an ode to Research.

You may be wondering what does research have to do with Vocus and Cision?

Well, consider this – Vocus and Cision sell its database products based on the idea that PR agencies will enjoy unbridled access to complete research on all of the various reporters and editors covering any number of topics. Personally, I don’t know how Vocus and Cision can keep up with the myriad staff changes in multiple industries. But they try.

Here’s a scenario: You are meeting with a new client and reviewing a media list hot off the press – fresh from your Vocus database. Your client, the SVP of Public Relations for a global enterprise software company points out that your list contains the New York Times reporter covering Google. You acknowledge the mistake and think to yourself that the account coordinator just didn’t know how to put in the correct terms to get the correct information. After the meeting you check Vocus for yourself and can’t find Vindu Goel in the database!

For the record, Vindu Goel is in the Vocus database with an expansive pitching profile, this is just a hypothetical example to make a point.

If you have experienced this frustration, you know that Vocus and Cision will only get you so far. You have to train your teams to do research.

Frank Strong, director of public relations for Vocus, agrees. “You have to understand who covers your area. Technology only gets you to a point.”

Heidi Sullivan, director of media research for Cision said, “We give you the starting point… great PR people do research.”

I think that unless you’ve worked in a PR firm and understand how the business is run and the unique needs of various clients, you can’t possibly create a product that is the “be all, end all” to help me everyday. I’m not bashing all databases. Different agencies or in-house teams have found a great use for them. In a previous life, I was a fan of Bacon’s MediaSource. Although, I have to admit that I was on the phone with the research team at least weekly to correct errors in the database.

There is a new kid on the block in ITDatabase. Former tech PR industry veteran, Travis Van, founded this service that is only focused on the technology sector. Just hearing that makes a lot of sense. If you are focused on tech PR, why buy a database from a company that tries to be everything to everyone? Because ITDatabase focuses only on the tech sector, you can place a stronger reliance on the quality of its research. Connect2 Communications does not use ITDatabase, but several of my colleagues and I have evaluated it extensively. It contains a lot of the same research that we already have in our lists so I trust it.

Our clients appreciate the time we take to read everyday and our research matches up with all of the industry changes. Because of this, we have been able to build media relationships which are critical to our success.

By taking the time to read and do some research in equal measure, you too will be successful in media relations.

Did Michael Vick’s PR Strategy Work?

So Michael Vick got what he wanted—a deal with an NFL football team—any NFL football team. By signing a one-year contract with the Philadelphia Eagles, Michael Vick might just have pulled off a PR miracle.

As we all know, Vick was convicted of dog fighting and served 18 of his 23-month sentence, the vast majority of it in jail. His goal was to get back into football and his strategy worked. Let’s review it. First, and probably most brilliantly, was that Vick finagled Tony Dungy, ex-coach of the popular and successful Indianapolis Colts, to go on a media extravaganza on Vick’s behalf. I heard Dungy on varied media outlets from NPR to ESPN saying that he was serving as Vick’s mentor and if he were still coaching he would certainly give Vick a second chance. This media blitz was then followed by Vick’s only granted interview on 60 minutes.

Vick had a good PR team working behind him. Given the furor surrounding his arrest, and the outrage at the planned “Michael Vick Community Celebration” and its quick canceling, showed that the public wasn’t quite ready to forget and forgive. So they put others in front of the camera to help tell his story, people like Coach Dungy who are admired and respected. By having a likeable, well-spoken and respected football icon speak on his behalf, the tarnish on Vick’s reputation started to fade. People soon began to think, “Hmm, if Tony Dungy has forgiven him and seen real change, then maybe I can too?” One of the key elements of the Vick messaging playbook was “he paid his debt to society so it’s time to move on” and “American is the land of second chances, doesn’t he deserve his?” His one appearance was easily scripted to show remorse and appear a changed person—Vick’s was controlled and well thought out.

So what’s the lesson here? Good PR doesn’t just happen, you need a plan and that plan has to take into consideration your situation’s strengths and weaknesses, assets and liabilities are and how to play to the strengths, leverage your assets and limit your liabilities. By limiting Mr. Vick’s face time, and putting Mr. Dungy front and center, the PR team did just that.

Now it’s up to the Philadelphia Eagle’s public relations team to conjure up a winning strategy as this story might be over for Vick, but it’s just started for the Eagles

R.I.F. to Success in Media Relations

Since starting my career in tech PR in 1999, I have created my share of media lists. Back then I used the big green books from Bacon’s (now Cision) or the Yellow Book. In addition to my media list duties, I did media monitoring. Media monitoring required me to read actual clippings that arrived in the mail from Burrelles or Luce, which ironically is now one big happy family operating as BurrellesLuce.

As I moved up the ranks in the agency, I realized that all the reading created some pretty good habits and knowledge. I learned everything about my client’s competitors - from the names and features of its products to the customers they recently signed. Equally important, I had a good handle on which reporters were covering various beats and which analysts were often quoted in their articles. In media relations, that information is golden, if used properly.

Today, it seems like reading has been replaced with a type-and-click methodology. It is very common for agencies to supply their account teams with access to media databases from Vocus and Cision. Both companies boast robust media information and accurate research. If you have used Vocus or Cision, you know how fast you can type in a few words, click and then get a media list with reporter names, outlets, e-mail addresses and phone numbers. With the type-and-click method, it is possible that you will get Joe the Reporter from Food Network Magazine that covers new oven technology. That’s not exactly the person I want to speak to if my client roster is comprised of companies selling mobile technology to the government.

I wanted to get other perspectives. So I went on Twitter and asked, “If you are using #Vocus or #Cision or one of the others send me your thoughts on which is worse.” I got many responses, but one from @PerfectPitchPR stood out. @PerfectPitchPR uses both databases and noted, “Searching is better in Cision for me, and think they have more niche pubs (had to import alot). Distrib. is GREAT in Vocus.”

Personally, I would not blindly distribute anything in Vocus or Cision. The problem with Vocus and Cision is that unless you actually read the profiles that it spits out, you may be running around with an awful list. Actually, I’m willing to bet that your list is 85 percent off. I think Cision and Vocus should carry some of the blame for the reporter angst we often read about – the reporters who cover Windows that get pitches about the iPhone.

My tweet sparked conversations with reps from Cision and Vocus. I’ll fill you in on our discussions in my next post. Cision and Vocus will get you to a starting point, but it won’t get you through the finish line. Overall, there was agreement on my premise - Reading is Fundamental to success in media relations.

Got Hacked?

Last week saw Twitter’s fourth Internet security breach this year and still no good PR strategy—again only updates from their co-founder Biz Stone referring people to view the status on their Twitter blogs. For a phenomenon like Twitter, their company will be fine—there will still be plenty of Tweeters, but this begs the question—why do technology companies, such as Twitter, rely on internal blogs and internal strategies to deal with such a crisis? Why not have a PR agency on retainer for just these types of issues? Many companies react in a crisis because they get caught off guard when most emergencies are within a known possible threat category. Credit Card companies get hacked, social sites have Denial of Service Attacks, banks get robbed, etc. In a crisis such as this, the first thing a company needs to do is understand what they want to say, who they need to say it and who is the internal person that will say it. A PR agency can do just that—quickly and efficiently.


Technology companies that deal with or collect any sort of personal information can’t sit back and think they will never get hacked. Sites and networks are hacked each day and each of them is vulnerable. Case in point: in the not-so-distant past, a high school student with the Internet alias of MafiaBoy successfully launched a series of highly publicized denial-of-service attacks in February 2000 against large commercial websites including Yahoo!, Amazon.com, Dell, Inc., E*TRADE, eBay, and CNN. If these companies can get hit, so can yours!

And, as soon as word hits the news that your service has been compromised, your reputation is blown and you now have a PR issue at hand. You need to have a crisis communications plan and PR agency at the ready to field phone calls and develop answers to the inevitable questions that will make your clients and customers feel comfortable continuing to use your service.

Remember, your IT guys repair your systems to get to the bottom of your problem quickly, let your PR guys repair your reputation.