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Marketers Are Friends, Not Food Kara Drapala

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Marketers Are Friends, Not FoodKara Drapala

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AgendaAbout Me/IntroNLPRank Case StudyCommunications 101Help Us Help YouHow to Not Go Crazy While Helping Us Help You

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About Me

Kara Drapala@kdrapsSocial Media SpecialistOpenDNS/CiscoAlignment: CG

Why This Talk?Designed to help you get the most out of a relationship with your Comms teamFeaturing: Real! World! Examples!Well cover best practices and potential pitfallsHopefully give you some actionable advice you can use on MondayMaybe we will also have fun

NLPRank:What: NLPRank is a threat detection model that utilizes Natural Language Processing techniques.A malicious dictionary of the Internet to detect threats in real timePredicts opportunistic phishing attacks and attacks targeting high-value victimsWho: Research: Jeremiah OConnor, Andrew HayCommunications: Stephen Lynch, Lynne Cox

NLPRank: Timeline of EventsJeremiah writes blog detailing his work with NLPRankAndrew forwards the blog to Communications TeamCommunications Team decides blog is newsworthy Meetings are held to fully understand concept and messageQ: What is the message?Pitching beginsBlog is picked up by numerous outlets, including Ars Technica, ThreatPost, etc. Jeremiah launches to world-wide acclaim* and all phishing** is gone forever

*Okay maybe not exactly world-wide acclaim. **Also phishing may still be a thing.

From a Research PerspectiveThe Good:Seized an opportunity for timely, newsworthy researchTraveling from Research Land to Production Land to Media LandYou cant have your research in the dark.Pleasantly surprised by industry reactionThe Meh:Had to let go of the namePercival who?Not concerned with press, mainly with getting a working systemThe Bad: Marketing and doing blogs takes away from dev timeVideo

From a Comms PerspectiveThe Good:The researchers followed the process! OMGOMG!We got coverage on an innovative security storyThe Research team saw the system produce resultsThe Meh:Delayed for 2-3 weeks:MeetingsPitchingThe Bad:Having to prove skills to researchersCommunicating an extremely complex idea to the media, while keeping stakeholders happy

ResultsResearch team and Comms team established working relationshipLarge amount of interest and coverage generatedHigher profile for JeremiahSolidifies our position as security innovators

TakeawaysCommunication is keyResearch needs to have an impactful storySometimes youre not the best spokespersonA reporters time is precious, and opportunities are valuableYour words have consequences, whether youre independent or repping a companyReporter != Researchers

Reporters != ResearchersInhabitants of two separate universesThey need things explained in a way they can understandNeed to see dead bodies, smoking guns, blood, etc.Hacked ATMs, cars, etc.Vuln logos! Shiny!Reporters gonna report, researchers gonna researchTheir story isnt just about youYou cant dictate whats interesting to them, or when they can talk to youRelationships matter, and your Comms team is managing those relationships

Communications 101Who should you be looking for?Anyone with Communications or Public Relations in their title (varies w/org), and who focus on security (if possible)May also work with Content ManagersInternal/ExternalHome team v. AgencyTypical duties include:Media OutreachMedia PlanningContent CreationSocial MediaExecutive CommunicationsCrisis CommunicationsEtc.

What can Comms do for you?Translation:Making sure your story fits the overall marketing strategyMaking sure reporters know what the real story isTelling your story without making you look like a whackadooEditingReportsBlogsSpeaking submissionsPersonal brand management/protectionMedia training (Happening this weekend!)Interview supportWhat to do when a reporter goes off the rails?

Help Us Help You: PROTIPSCommunication is key, communication is key, communication is keyMore insight = 10x media outreachLet us know what youre working on so we can ID potential stories ahead of timeWere not the fun police: were not babysitters, were not censorship bodiesBe ready to explain how your work affects a larger audienceBe okay with hearing noKill the babyDont blow us offWe know whats newsworthy and whats not its our JOB to knowCommit for the long haulDont adopt a one and done interview mentality

Vuln reporting every day, sometimes it can fit into a trend piece.14

Getting Help Without Getting Crazy: Be patientJust like attribution, trust is hard. But you should definitely trust us. If your Comms team is just the worst, you have optionsProduct MarketingProduct ManagersBe cool with editsThe technical details are up for discussion, but not the messageResearchers write for researchers, and thats okay.Look for the red flagsIf someone doesnt ask questions after youve explained somethingIf they cant repeat it back to you in an accurate yet simplified manner

Speaking of red flags:How to get on the bad side of Comms:Acting on your ownNot cooperatingNot communicatingDitching interviewsMissing deadlinesTaking things personallyLashing out at reporters or other third partiesWorrying about things you shouldnt be worried about

If You Remember Nothing Else:Communication is keyPatience is a virtueBe prepared to get edited and hear the word noRemember that your Comms/Marketing team is on your side, and that they are professionalsReporters != Researchers

[email protected]@kdraps