January, 2007January, 2007Presented byPresented by

Ira WilskerIra WilskerAPCUG DirectorAPCUG Director

Radio and TV Show HostRadio and TV Show HostNewspaper ColumnistNewspaper Columnist

Beaumont, TexasBeaumont, Texas

User Groups andUser Groups andthe News Mediathe News Media

GROUND RULES:

This session is intended to be more of a group discussion, rather than a pure presentation. Please feel free to contribute, question, or discuss as you see fit.

We will all benefit from a mutual exchange of ideas.

That is why we are all here.

THANKS!

Hypothesis:• User groups need the media to help promote their User groups need the media to help promote their

programs and projectsprograms and projects• The media may need user group members for news The media may need user group members for news

stories, commentary, expert statements, programs, stories, commentary, expert statements, programs, and other sources of informationand other sources of information

• Media can be useful in promoting computing safety Media can be useful in promoting computing safety and security with UGs providing the informationand security with UGs providing the information

• The wise use of media can be utilized as a recruiting The wise use of media can be utilized as a recruiting tool for user groups, and help the UGs meet their tool for user groups, and help the UGs meet their community goals; many consider UGs as the best community goals; many consider UGs as the best kept secret in town, so we need the publicitykept secret in town, so we need the publicity

WHAT WORKS AND WHAT DOES NOT WORK WITH WHAT WORKS AND WHAT DOES NOT WORK WITH THE MEDIATHE MEDIA

You want to establish a positive relationship will ALL of the local You want to establish a positive relationship will ALL of the local media. You want them to know who you are and what benefits and media. You want them to know who you are and what benefits and services you can provide them. There are several methods of services you can provide them. There are several methods of contact that may be used.contact that may be used.

EMAIL – We all have and use email. Some of us receive hundreds of EMAIL – We all have and use email. Some of us receive hundreds of emails a day, and actually read very few, and act on even less. News emails a day, and actually read very few, and act on even less. News directors and editors are no different. Most newspapers and station directors and editors are no different. Most newspapers and station websites now list email addresses of key personnel and departments. websites now list email addresses of key personnel and departments. Unless the media explicitly asks for email submissions for Unless the media explicitly asks for email submissions for community calendars, story ideas, or other such items, emails are community calendars, story ideas, or other such items, emails are generally ineffective at getting the attention of those we need in the generally ineffective at getting the attention of those we need in the media. Still, media contacts should be emailed with appropriate media. Still, media contacts should be emailed with appropriate announcements. If emailing more than one resource, use the BCC announcements. If emailing more than one resource, use the BCC line rather than the TO line; it is good etiquette not to show all of the line rather than the TO line; it is good etiquette not to show all of the addresses used, and to the recipient it will look less like a mass addresses used, and to the recipient it will look less like a mass mailing. It would not be a bad idea to follow up with a phone call if mailing. It would not be a bad idea to follow up with a phone call if you think the item is especially newsworthy.you think the item is especially newsworthy.

FAX – Newsrooms and editors typically receive dozens of FAX – Newsrooms and editors typically receive dozens of faxes daily; many come from professional PR agencies. faxes daily; many come from professional PR agencies. Unless there is something to grab their attention in the first Unless there is something to grab their attention in the first few seconds, most end up in File 13. If you fax, use a larger few seconds, most end up in File 13. If you fax, use a larger than normal font, and be sure to have a catchy lead line that than normal font, and be sure to have a catchy lead line that will grab the attention of the reader. Use the media website will grab the attention of the reader. Use the media website to get the name and fax number of the news manager or to get the name and fax number of the news manager or news editor, and address the fax personally to him or her. If news editor, and address the fax personally to him or her. If you cannot easily find the correct fax number, phone the you cannot easily find the correct fax number, phone the station or newspaper and ask for the fax number of the station or newspaper and ask for the fax number of the person you want to reach.person you want to reach.

WHAT WORKS AND WHAT DOES NOT WORK WITH WHAT WORKS AND WHAT DOES NOT WORK WITH THE MEDIATHE MEDIA

WHAT WORKS AND WHAT DOES NOT WORK WITH WHAT WORKS AND WHAT DOES NOT WORK WITH THE MEDIATHE MEDIA

PHONE – You can likely locate the phone numbers of key media personnel on the media website. With smaller outlets, the staff may be minimal, so locating the correct person is often easy. Larger outlets often have editors who cover specific beats, topics, or areas; if possible contact them directly. In terms of protocol, some media outlets assign stories to reporters and give the reporter free rein to produce the assigned story, while in other outlets reporters have the freedom to pursue their own stories. If you phone it is often better to ask for a person by name, otherwise ask for the title such as “news director” or “community editor” as listed on the website.

Once successful contact is made, it is imperative that a good working relationship be maintained in order to continue the productive relationship. Make note of all contacts and the degree of response, success, or interest displayed by each.

Many in the media create and maintain lists of community contacts for specific purposes. Directly ask that your information be retained if ever needed in the future.

WHAT WORKS AND WHAT DOES NOT WORK WITH WHAT WORKS AND WHAT DOES NOT WORK WITH THE MEDIATHE MEDIA

Snail Mail – While the volume has declined substantially due to electronic messaging, news personnel still receive significant quantities of paper mail. In larger outlets a

clerk or secretary will open and screen the mail, sometimes with the authority to trash useless or uninteresting mail. Just as with a fax, use an easy to read and larger than normal font (such as 12 point Arial). Address the envelope and letter to a specific individual if possible. Using a mail merge in a word processor can quickly and easily generate several very personalized letters and envelopes. A small item that sometimes makes the difference is printing the address directly on the envelope, rather than using a stick-on label; the label indicates that the letter was likely mailed to multiple destinations, and may therefore get less attention.

Request that the recipient maintain your contact information as a resource if ever needed.

WHAT WORKS AND WHAT DOES NOT WORK WITH WHAT WORKS AND WHAT DOES NOT WORK WITH THE MEDIATHE MEDIA

PERSONAL CONTACT – This may be among the best methods to get PERSONAL CONTACT – This may be among the best methods to get you and your UG noticed. Take advantage of personal networking at you and your UG noticed. Take advantage of personal networking at any event, such as church or temple, Rotary, Lions, school or other any event, such as church or temple, Rotary, Lions, school or other events. Carry business cards with UG and personal contact events. Carry business cards with UG and personal contact information and freely distribute them. Befriend any media personnel information and freely distribute them. Befriend any media personnel met at such meetings. Do not be a pest, but once you are personally met at such meetings. Do not be a pest, but once you are personally known, follow up with a short and polite phone call confirming your known, follow up with a short and polite phone call confirming your contact information, and reminding the person that you or members contact information, and reminding the person that you or members of your UG are available whenever needed. This relationship can be of your UG are available whenever needed. This relationship can be cultivated for mutual benefit.cultivated for mutual benefit.

If the opportunity arises, mention that you and other experts in the If the opportunity arises, mention that you and other experts in the field may be available for news interviews on computer topics, or as a field may be available for news interviews on computer topics, or as a regular series of columns or shows. Some local TV and radio stations regular series of columns or shows. Some local TV and radio stations do an informative “computer minute” or “website of the day” with do an informative “computer minute” or “website of the day” with sponsorship paid by local businesses. There may also be an sponsorship paid by local businesses. There may also be an opportunity to do a regular show, as well as appear in or on the news opportunity to do a regular show, as well as appear in or on the news on a regular basis. All of the time you can promote your UG.on a regular basis. All of the time you can promote your UG.

SO WHAT CAN WE, AS USER GROUP LEADERS, DO?SO WHAT CAN WE, AS USER GROUP LEADERS, DO?

1. Computer security is an excellent topic for radio talk shows, 1. Computer security is an excellent topic for radio talk shows, morning TV news shows, news at noon type shows, and other morning TV news shows, news at noon type shows, and other media events. Contact the news editors at the local radio and media events. Contact the news editors at the local radio and TV stations, as well as at the local newspapers, especially any TV stations, as well as at the local newspapers, especially any local weekly newspapers. Offer to be a resource giving a local local weekly newspapers. Offer to be a resource giving a local perspective to any contemporary news item about hackers, perspective to any contemporary news item about hackers, viruses, online pedophiles, or other computer related topics. viruses, online pedophiles, or other computer related topics. The local media often looks for locals to interview. This is an The local media often looks for locals to interview. This is an excellent way to get the word out as to current issues in cyber excellent way to get the word out as to current issues in cyber security and to promote the user group.security and to promote the user group.

2. Submit stories or op-ed pieces on computer security topics to 2. Submit stories or op-ed pieces on computer security topics to the local print media. This serves a need for public education, the local print media. This serves a need for public education, and is an excellent PR tool. Most local Sunday newspapers and is an excellent PR tool. Most local Sunday newspapers offer an op-ed page for local contributions.offer an op-ed page for local contributions.

SO WHAT CAN WE, AS USER GROUP LEADERS, DO?

3. IMHO, we need to educate our members, families, and the public in cyber security and safe computing practices. Especially if there is

public involvement, the local media may cover such events. We need to encourage all users to “practice safe HEX”.

4. We can inform the media and demonstrate the risks of phishing, illicit websites, improper downloads, email attachments, and other

risky online behaviors. The media likes personal safety stories.

5. We need the media to encourage safe computing practices in both the workplace and the home. With millions of telecommuters, and

countless others who routinely take work home, we need to be concerned about home and workplace computer security. The

media can be a tool to promote this.

6. We need to be sure that our members and the general public have adequate protection on their home machines. The media can help

promote this.

SO WHAT CAN WE, AS USER GROUP LEADERS, DO?

(continued)

7. Emphasize to the media the importance of safe computing practices at home and at the office, including frequent

updating of antivirus, anti-spyware, and firewall software.

8. Inform the media that many ISPs, especially broadband providers, often offer free security software; if the users do not have adequate security software, they should consider using

the software provided by the ISP.

9. Work with the media to promote a computer fest or seminar at a popular location, such as shopping malls, public schools, or other convenient locations. Many media outlets will sponsor

such activities.

10. If there is an especially good presentation scheduled for a UG meeting that is timely, or if a renowned presenter is speaking, actively contact local media resources and request coverage.

SO WHAT CAN WE, AS PROFESSIONALS, DO?(continued)

11. Media likes doing stories on bargains for their audience. Imagine your local news doing a feature on free software. Discuss with the media free security software for home computers, such as:

AVG Antivirus - http://free.grisoft.comZONE ALARM (free version) – http://www.zonelabs.comSPYBOT SEARCH & DESTROY ANTI-SPYWARE -

http://www.safer-networking.orgA MORE SECURE BROWSER, SUCH AS FIREFOX –

http://www.mozilla.comor the NEW version of Internet Explorer, IE7 -

http://www.microsoft.com/ieThere are several other decent quality free security utilities; do a

search and evaluation to determine which ones to recommend, and show them to the media.

Explain to the media that there are thousands or millions of mostly privately owned computers that are used as ZOMBIES to disseminate billions of SPAM emails, and launch coordinated attacks on our infrastructure. Likely many of these are local.

SO WHAT CAN WE, AS PROFESSIONALS, DO?(continued)

12. Demonstrate to the media that everyone needs to periodically run one of the several free online security scans, such as:

MICROSOFT – http://safety.live.com (Click on shield; requires IE)

SO WHAT CAN WE, AS PROFESSIONALS, DO?SO WHAT CAN WE, AS PROFESSIONALS, DO?(continued)(continued)

12. (CONTINUED) Have the media encourage 12. (CONTINUED) Have the media encourage everyoneeveryone to to periodically run one of the several free online security scans, such periodically run one of the several free online security scans, such as: TREND MICRO – http://housecall.trendmicro.comas: TREND MICRO – http://housecall.trendmicro.com

(works on all browsers)(works on all browsers)

SO WHAT CAN WE, AS PROFESSIONALS, DO?(continued)

12. (CONTINUED) Explain to the media that running an online security scan, the user can easily determine if his security has been penetrated by malware. Remember that most antivirus and anti-spyware software is REACTIVE, rather than PROACTIVE. Just like this morning’s newspaper is yesterday’s news, today’s AV update is often yesterday’s virus signatures. It is quite possible that new malware will slip through the software, and possibly disable the AV, making the computer even more vulnerable. An online scan will likely determine if the security has been breached. Utilize the media to educate the public.

13. Tell the media about new threats such as ROOTKITS. While there are a few rootkit detectors on the market (including some very good freeware products), some of the new 2007 versions of the major commercial security suites are now including rootkit detection and removal.

SO WHAT CAN WE, AS PROFESSIONALS, DO?(continued)

14. Get the media involved in an outreach program; some 14. Get the media involved in an outreach program; some media outlets may select computer security and safety as a media outlets may select computer security and safety as a PR tool of their own. With media sponsorship, offer to PR tool of their own. With media sponsorship, offer to discuss cyber security at outside organizations’ in-service discuss cyber security at outside organizations’ in-service education programs, and offer to do presentations to education programs, and offer to do presentations to Rotary, Lions, PTA, religious groups, and any other Rotary, Lions, PTA, religious groups, and any other reasonable meeting opportunity. This will enhance the reasonable meeting opportunity. This will enhance the security of our cyber infrastructure as more people become security of our cyber infrastructure as more people become aware of the risks and solutions, and implement them aware of the risks and solutions, and implement them because you planted “the bug in their ear.” Offer your UG because you planted “the bug in their ear.” Offer your UG members, as a community service to the media, to help the members, as a community service to the media, to help the general population secure their personal computers. The general population secure their personal computers. The media often looks for those doing good deeds for the media often looks for those doing good deeds for the community.community.

SO WHAT CAN WE, AS PROFESSIONALS, DO?

15. Promote through participation “National Cyber Security Month” (October). This IS a media event! Details http://www.staysafeonline.org. Implement media events on cyber security awareness. Offer to speak to K-12, college and community college classes, and other organizations on cyber security. Prepared PSA announcements are available to the media.

CONCLUSION

As user group leaders we, along with the media, have a duty to protect our critical cyber infrastructure. Our computers at home and at work are a part of that vital infrastructure, and need to be

protected. By implementing and encouraging good relationships with our local media, we can promote our user groups as well as

cyber safety and security.

We have seen too many times the havoc that can be created by rapidly propagating viruses, worms, and Trojans. We have all seen the evidence that hackers and crackers can threaten our security,

both institutional and personal. We have seen how countless computers taken over by zombies have launched coordinated and massive attacks on our infrastructure. Sadly, while these events get media attention, we can be a valuable resource to the media.

Let us work together with the media, and help secure all of our computers, thus reducing the chances of both personal and

societal cyber attack.

Ira WilskerIra WilskerAPCUG Board of DirectorsAPCUG Board of Directors

iwilsker@apcug.netiwilsker@apcug.netListen Saturdays at 1-3 pm Listen Saturdays at 1-3 pm

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