How to get your InfoSec clients featured in SC Magazine in 2010

Posted by Joe Franscella, 12-7-09 –

2010 is around the corner and it’s every account coordinators favorite time of year — Editorial Calendar time! For those of you out there in IT security PR, here is a QA with SC Magazine’s Editor-in-Chief Illena Armstrong that sheds some light on the SC Magazine ed cal process as what assets you need to bring to the table to get your clients considered for inclusion.

Q — How does SC Magazine decide which It security issues to focus on for the coming year?

A — Our editorial advisory board is absolutely crucial here. They’re quick to provide me with their insight on what they view as major trends, issues or worries that information security pros are facing in coming months. Also, of course, we have a long list of industry contacts with whom we speak regularly and there’s a wealth of information at our fingertips as we report for various news and features, hit industry events (or organize our own) and meet frequently with vendors or chief security officers.

Q — When you write a feature story driven off of an ed cal, are the resources typically supplied via PR reps or do you usually reach out on your own, is there a percentage breakdown, 2:1 for example?

A — Both. And, really, it just depends on the feature. Again, we have our own industry contacts to whom we turn. Also,  if a PR rep emails me in advance of my assigning stories to staff – providing compelling, timely information without too much vendor hype,  I’ll often encourage reporters to make contact. Especially helpful in such instances is the offering up of customers: I always want to see end-user perspectives in our content, so if vendors or service providers have thought leading information security professionals they can introduce us to then it’s a win-win.

Q — What’s the best thing PR reps can do to get their clients to be made part of stories?

A — Product/service proselytizing  gets you nowhere. Yes, we like to here about mergers and acquisitions, product releases, new hires and promotions, and other company news, but if you’re pitching us for a story or news item there has to be something substantitive there. We can see a plea for a veiled product pitch to make it into one of our stories a mile away. SC Magazine is all about objective, timely and thoroughly researched information. From our news and features to our product reviews and online/live events, we look to arm our readers — information security business leaders — with information they can use right after they leave our website, close the pages of the magazine or step away from one of our events.

Q — What’s the worst thing a PR rep can do to annoy you; ensure their clients won’t get included (Hopefully not ask for an interview for their blog J)?

A — If we feel you’re not a fit for a particular story or you’ve pitched us too late or we just have more information for a story than we can use, please don’t fret. We cover a huge, quickly changing market. Just because you play in one segment of it, doesn’t mean you automatically will be included in a piece covering it.  We covet helpful, knowledgeable industry contacts. There’s always another day, another story on which we can work together.

Q — It seems like a lot of security pubs and bloggers focus on security issues around social networks and Web 2.0 social apps, I don’t see an ed cal focused on this subject (am I missing it?). Is there a reason why SC isn’t devoting scheduled coverage to this phenomenon?

A — Nope. We’ll hit it, but probably in a cover story, which we do not cite in our annual ed cal in order to be as up to the minute as possible with these pieces. Too, we do allow for one-off features on hot topics that we may not have thought of six or even a two months in advance (that’s not the case with the topic you note in this instance, however, as we’ve covered this ad nauseam on our site and in our hardcopy). Too, as a quick reminder, the ed cal is subject to change – a disclaimer always worth pointing out.

Q — Typically, SC US doesn’t cover product announcements as “news,” are there ever any times when an announcement is news though, why?

A — It has to be big, industry-changing stuff. A few years ago when Vista hit, we not only covered it, we made it the subject of a cover story, speaking to one of the security gurus at Microsoft about it. There are occasions when product announcements also might reveal something about a market segment’s evolution. In those instances, you’ll see some news analysis about it or maybe read a commentary or opinion on the subject. And you shouldn’t forget our product reviews. These are the most comprehensive in the industry. Chances are that if the timing’s right, a review on a new product or new version of a product will be put through the paces for a spot in a Group Test.

Q — Is there any other question you would have liked for me to ask that I did not, if so what is it and what’s the response?

A — Maybe something about our events… We’ve got a lot (and I mean a lot) going on here. Our SC World Congress conference and expo had a stellar second year in NY this October, followed up by the launch of SC World Congress 24/7 – an always-on online environment that not only includes video, presentations and more information from the live event, but also sees the occurrence of a monthly online event and more insight than can be cited from exhibitors and other experts who are participating. Folks should check this out and, really, take a gander at all the stuff we’re doing by hitting www.scmagazineus.com.

Q — Anything you’d like to ad?

A — We’re always open to ideas. If they won’t work for us, we’ll tell you – trust me. Keep in mind that beyond features, news and product reviews, we do have space for contributors in the magazine and on our site. So, don’t hesitate to contact us and we will get back with you… might be after deadline, but we’ll get back to you.

Check back soon for some exclusive video footage of San Jose Mercury News’ Chris O’Brien and USA Today’s Byron Acohido on trends to watch for 2010.