How to tell a Compelling Story at RSA Conference 2011

Posted by Joe Franscella, 1-3-2011:

2011 is here, and for those of us in the mix so is RSA Conference 2011. Many of us  have already been working with clients on their plans and pitches for the event and the veterans among us know that by now we should be focusing in on what our news will be and how to best present it within a crowded, competitive and aggressive field.

Last year I polled a number of journalists and analysts regarding what they look for in compelling news, most pointed out directly that they wanted to know two things, 1.) what’s new; and 2.) why is it important to the readers. To expand a little on both:

“What’s New.” This is not just the what’s new surrounding your company and product but also the what’s new to the industry. If you want to be successful with journalists, it is of utmost importance when telling your clients’ stories that you are able to pull out of the marketing exactly what’s new in terms of the technology and its application and why the latest version can do something in a way that has never been done prior.

“Why Important.” I can’t emphasize enough that trying to tell a journalist or analyst that something is important because a vendor says it is just doesn’t cut it. You need facts, data and feedback from the field that validates your position. Trainer Communications managed a recent launch by our client eEye Digital Security where we talked in-depth about the new product line, but to truly achieve recognition we anchored it to a neutral research report that included a survey of over 1,900 respondents — demonstrating the problems and needs within the vulnerability management market. This was just the news journalists needed to make a compelling story.

If you are headed to RSAC 2011 with clients this year, I can’t emphasize enough two things: What’s New and Why is it Important. And, remember to back both up with neutral facts. To read about what the journalists and analysts said last year, visit: Tell Me Something New, Please.

One other thought, this year RSAC is going to be especially productive for Trainer. In addition to representing clients on the show floor, we are also going to host an event in tandem that will focus on educating vendors on how to improve their market visibility through PR and marketing. The venue is being finalized, but the free lunch will play host to a number of enterprise buyers, vendors, press and media who will provide candid opinions on the topic. If you are interested shoot me an email at jfranscella at trainercomm dot com.