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theBEAT
April, 2008 - Issue 2
Spring Issue
'Breakthrough' Review by Michael Quinn
Spring Brings Security Conferences
EPR Speaks Out on SEO
Welcome CardScan, DYMO File, and mimio!
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Client Hit Parade!
Action Engine in RCR Wireless News
 
Burton Group in BusinessWeek
 
Destination Cellars in Food & Wine
 
Information Builders in FORTUNE
 
Red Bend Software in Wireless Week
 
Tizor in eWeek
 
Action Engine on Fierce Mobile Content
 
Burton Group in CIO
 
DestinationWeddings in Forbes
 
Information Builders in Computerworld
 
Red Bend Software in InformationWeek
 
 
Mara business headshotWelcome to our second issue of theBEAT, our quarterly newsletter. The spring finds us celebrating current client successes as well as growth within our new consumer technology practice. We are also a proud sponsor of this year's Nantucket Conference, which brings together the region's top thinkers within the technology and business communities. I look forward to your continued feedback on this newsletter as we share our thoughts, news and best practices with all of you.

Breakthrough Review by Michael Quinn

BreakThrough CompanyKeith McFarland, in his new book, The Breakthrough Company: How Everyday Companies Become Extraordinary Performers, surveys 7,000 companies to discover how small companies become, or fail to become great. The author starts with three major questions: 1) why do most companies start small and stay that way? 2) what is unique about the handful of companies that break out of the entrepreneurial stage? and 3) what can a leader do to ensure that his company maximizes its chances of making the leap to robust growth? From the field of 7,000, McFarland focuses on 52 organizations with a range of annual sales between $9 million and $13 billion that best illustrate the challenges of being a "breakthrough" company.
 
McFarland finds some surprising results from his study. Among these are that the most interesting companies don't always operate in markets considered "cool" by Wall Street. Also, a firm's human assets, and how they are treated are major factors in whether that organization makes the transition into greatness. For example, it is not about finding extraordinary people, but about building a place "where ordinary people can do extraordinary things." It follows from this that how employees feel about their company is a significant driver of success. So important is the concept of company climate that the author devotes three of the eight chapters that discuss his findings to this aspect of breaking through.
 
To read the complete review, click here.
Spring Brings Security Conferences
RSA Flag

Emerge PR had the opportunity to support the MIS Training Institute for their annual InfoSec Conference in March where high-profile former political figures John Ashcroft and Oliver North gave keynotes on security issues. Ashcroft addressed the need to protect both information and the right to privacy and focused on biometrics as a solution to the most pressing information security issues. While journalists and even some attendees enjoyed the irony of Ret. Lieutenant Col. Oliver North presenting best practices in national security, the speech also sparked controversy as North suggested US companies hire Iraq war veterans for information security jobs.

 

Emerge was also at RSA in San Francisco last week, with clients Burton Group and Tizor Systems.  RSA attracts its own cast of characters, including Al Gore and Homeland Security Secretary Michael Chertoff (nothing goes together like politics and security). In fact, Government has always been at the center of security technology from Turing's WW2 code breaker showcased at this year's conference to Chertoff's suggestion for a new "Manhattan Project" to combat today's cyber terrorism threat. Besides the press lock out of Gore's speech on Friday, others (media, attendees, and myself) were disappointed to hear so many vendors saying the same thing. It's going to take some pretty clever messaging to differentiate yourselves folks! Call us ;) In addition to "aligning security with business strategy," "persistent encryption," "end-to-end trust" and "service-oriented security," many vendors were telling a virtualization story. Thankfully, Burton Analyst Pete Lindstrom is around to demystify some of the marketing buzz. 

 

Host and RSA chief Art Coviello even promoted the idea that security will be built into information-technology infrastructure - I thought it already was?

 

Next stop, Nantucket please - for the Wine Festival that is!

EPR Speaks Out on SEO

KoMarketing

Stemming from recent discussions with our newest collaborative partner, KoMarketing Associates, we are re-defining the best ways to balance an SEO-smart press release with one that is PR-savvy. With an eye for keyword strategy and effective linking, every press release that goes out the door can be SEO-optimized. However, achieving balance with strategic messaging, especially when drafting content, requires careful planning and finesse. The bottom line is - common sense rules. Releases need to be valuable to readers and also take into consideration keywords and key phrases for which the potential customer is searching as well.  Developing the headline and content of a release with a strategic keyword focus is a good place to start. Does your company's SEO expert agree? Now may be the perfect time to start asking the question.

For more information on KoMarketing's thoughts, visit their new (free) Search Engine Marketing Guides and take a look at their blog for additional tips, news and ideas!

Welcome CardScan, DYMO File and mimio!
  BreakThrough CompanyBreakThrough Company
DYMO
 
 
 
Emerge PR welcomes three new clients from the Newell-Rubbermaid Analog-to-Digital division: CardScan, DYMO File and mimio. Offering much more than just a traditional business card scanner,
CardScan products allow you to consolidate existing digital contact data using 'drag and drop' (even from the Web) and quickly sync to mobile devices. Finally, Mara can get rid of the stacks of business cards in her top drawer! DYMO File helps paper-heavy SMBs go digital with unique barcoding for fast, batch document scanning. mimio interactive whiteboard technology provides a new dimension to both classroom learning and boardroom presentations. All three brands are undertaking major product and marketing initiatives this year, and we have lofty PR goals to match. Creative pitching and strategic outreach will be key to driving successful campaigns! 
Sincerely,
Mara Stefan, President
Emerge Public Relations