1. ©2010 Check Point Software Technologies Ltd. | [Unrestricted] For everyone Effective PR: the Power of Three Craig Coward Context Public Relations

2. 2 2 Agenda About Check Points 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

3. 3 3 Check Points 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

4. 4 4 PR techniques – industry news Launching new solutions Shows industry leadership & innovation Drives sales enquiries

5. 5 5 PR techniques – primary research Surveys show whats happening in the industry The press love research Feeds into marketing campaigns, as well see later

6. 6 6 PR techniques – thought leadership Shows we know whats happening in the sector Offers advice, guidance and selling messages

7. 7 7 PR techniques – case studies Real users = great coverage = powerful selling tool

8. 8 8 PR techniques – interviews & comment Builds trust in the brand Enhances reputation

9. 9 9 PR techniques – events Industry round tables: puts security at the heart of IT debate

10. 10 Questions? What the media need

11. 11 What the IT & vertical media need I wish it was this easy …

12. 12 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

13. 13 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! Dont spam the press – but dont 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!

14. 14 Questions? PR Success: The Power of Three

15. 15 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

16. 16 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

17. 17 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

18. 18 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

19. ©2010 Check Point Software Technologies Ltd. | [Unrestricted] For everyone Questions?