Engage PR Newsletter, Volume IX, Issue 3
October 6, 2011

Procera Networks: EPR's Newest Client Raises its Visibility

In today's mobile world, "to go" is the only way many people take their data. However, with the different types of content customers demand and the different types of devices on which they consume it, network operators are in a constant struggle to best serve their subscribers without destroying their networks in the process.

The answer is intelligent policy enforcement, which Procera Networks provides via scalable deep packet inspection technology. Procera's proprietary PacketLogic™ enables operators to evaluate the traffic on their networks, extracting intelligence they can then use to provide a better experience to their subscribers.

If an operator knows a subscriber is accessing video content via a smartphone, it can then prioritize traffic to ensure the video experience is uninterrupted, and charge for it accordingly.

In its first weeks with Procera, Engage PR already has generated coverage in pertinent industry trade press, including Light Reading and CED.

Engaging Social Media Webinar

Engage PR is pairing with CSR blogger and "Twitter master" Leon Kaye to deliver a one-hour webinar on Using Social Media to Build Thought Leadership. Produced at the request of Sustainable Silicon Valley as part of its educational outreach to partners, the webinar is also applicable to any organization looking to integrate and master the power of social media. The webinar is scheduled for October 31. For more information use the email link on our contact us page.

Dimension Data Acquires OpSource to Advance Cloud Strategy

Engage PR client, OpSource, was acquired this summer by South Africa-based Dimension Data, a $4.7 billion ICT services and solutions provider. Dimension Data tapped OpSource to bolster its cloud computing services offerings and spearhead its newly-formed Cloud Solutions Business Unit.

As with most acquisitions, the details of the deal were kept private until the company was ready to make the announcement. Once the news hit the wire, Engage PR immediately took action, alerting the media and analysts to the acquisition news. Because of the short window, media and analyst briefings with Dimension Data and OpSource executives were scheduled every 15 minutes.

Coverage of the acquisition included over 40 unique articles, including pieces in top publications such as IDG, PCWorld, InformationWeek, FierceTelecom, CRN, Data Center Knowledge and Network Computing. OpSource was also covered by top analyst firms, including Tier1 Research, IDC and ThinkStrategies

Beyond the Media Briefing: Building Thought Leadership

In today's changing media landscape, it is harder than ever for companies to rise above the daily onslaught of news announcements to build true thought leadership in their market. However, many ways exist for companies of all sizes to carve out their own piece of the spotlight, including communications vehicles that enable C-level executives to raise the company's profile.

Build a web profile: While most company executive pages only display a bio, companies can use this online real estate to "market" the background of its C-level executives. Much of the information that can be added here already exists, such as recent news coverage in which the executive has been quoted. In addition, companies can incorporate a CEO video testimonial delivering the vision for the company's future, video clips from recent speaking engagements or a written welcome message. Each of these elements will allow a journalist, analyst or prospect to get a better feel for an executive prior to a meeting and showcase more of the company's mission.

Participate in social media programs: While most companies are already engaged in social media, very few executives participate on a regular basis. For companies with corporate blogs, adding a monthly or quarterly post from the CTO will highlight the innovation going on behind the scenes. If a blog isn't the best way of reaching key stakeholders, companies can also include executive Twitter posts by adding on initials at the end of a tweet to attribute its origin. Executives can also comment on other blogs or deliver a monthly video missive to the media community. Beyond these ideas, there are several other ways executives can participate in social media whether it is through an online roundtable, YouTube tutorial or integrated marketing and social media campaign.

Social media and web profiles are a couple of the simple ways that executives can be involved in building thought leadership, without relying on the traditional in-person media briefing. Being creative to drive your own agenda and highlight what is happening behind the scenes will continue to drive the conversation.

Movers & Shakers

Engage PR has a history of solid relationships with the media and analyst community. Part of this is from paying attention to their careers, and at the very least, tracking their movements. Whether it is an analyst moving to the private sector or a journalist becoming an analyst — here are just some of the movements taking place over the last couple of months:

  • Susan Nunziata is adding "West Coast Bureau Chief" for Ziff Davis Enterprise to her responsibilities, while remaining at CIO Insight.
  • Joan Engebretson remains with Connected Planet, while also writing for Telecompetitor.
  • Mark Arrington has left TechCrunch. The new editor is Erick Schonfeld. Chris Velazco now covers mobile for them.
  • Jon Brodkin moved from Network World to Ars Technia, a technology news site.
  • At the Fierce group, Jim Barthold moved from FierceCable to the NPD Group; Dan O'Shea is replacing him. Michael Kennedy will now be working with Sean Buckley at FierceTelecom. Also, FierceVoIP is now called FierceEnterpriseCommunications.
  • Laurianne McLaughlin, from CIO.com, has joined InformationWeek as editor in chief.
  • Beth Schultz moved from Network World to AllAnalytics.com.
  • Elisabeth Rainge, formerly of IDC, is now with Nokia Siemens. She has been replaced at the analyst firm by Deb Osswald.
  • Julien Grivolas moved from Ovum to Huawei. Daryl Schoolar, formerly of Current Analysis, is now with Ovum.
  • ACG Research acquired Network Strategy Partners.
  • The Bay Area News Group is consolidating its many local papers into The Times and The East Bay Tribune.

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