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THOUGHT LEADERS VIEW
OUTLOOK 2015

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E D U C AT I O N :
REFRESHING SKILL

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STEVE JOBS
DING

P H I L LYA D N E W S . C O M

COLUMN | BY CHRISTOPHER LUKACH, APR

Data loss doesnt

have to mean
reputation loss
2015 OUTLOOK
You rarely can predict what public relations crises a new year may bring. But just about every
indicator points to one sure bet for 2015: an increasing number of crises will be brought about
not by what you do, but by what you lose.
Data loss is a far-reaching challenge for businesses, as not all incidents of data loss stem from
organized or forceful cyber attacks. The reputational landmine of data loss might stem from
something as simple as a misplaced thumb drive or accidental e-mail attachment.
In the past two years, the data-loss incidents that dominated the headlines have included
high-profile cyber victims such as Sony, Home Depot and Neiman Marcus. As a result, the public
understandably has heightened awareness of their personal cyber risks.
As the 2014 Verizon Data Breach Investigations Report (a surprisingly creative and pleasant
read) cautions that while the media frenzy makes quite a splash, from a frequency standpoint,
[data loss] largely remains a small and medium business issue. You dont need to be a Fortune
500 company to face a real threat from data loss, and mid- and small-market business may have
less resilience to weather the storm.

WHY NOW? Data-loss driven crises are far from a new threat, so why, then, do they earn
a spot in a 2015 Outlook in an advertising magazine no less? Because 2015 may well be the
perfect-storm year for data loss.
In a recent data-loss study conducted by McKinsey study 90 percent of surveyed companies
indicate they have only nascent or developing capabilities for preventing cyber risk. At the
same time, data loss, particularly data-loss resulting from cyber attacks, take a dangerously long
time to identify. As the Verizon report notes, more than 75 percent of cyber attacks take days or
hours to carry out while fewer than 25 percent are detected and addressed within weeks.
The threat and resulting effects are tangible and demonstrated. Companies, by their own
admission, are unprepared. And consumers have seen enough to expect better. If businesses
havent learned from the lack of preparation (and poor communication) of yesterdays highprofile data losses, you can expect little tolerance for tomorrows.
And if losses cannot be prevented, the burden will rest with communicators to restore and
retain goodwill. Heres hoping those businesses facing data-loss in 2015 take these tips to heart:

Steer clear of the roadmap. According to the National Conference on State Legislatures,
47 states (including Pennsylvania, Delaware and New Jersey) have enacted legislation requiring
businesses to notify individuals when personally identifiable information is compromised. The
mandates specify a time frame (something along the lines of, without unreasonable delay but no
later than 60 days) and communication channels (written notice, electronic notice).
While mandating communications is a necessary step (or at least was, at one point), a
prescribed response roadmap encourages some business to comply only with the bare minimum.
Simple compliance may protect your company from the ire of lawmakers, but it wont retain or
restore the goodwill you have may have lost among your customers or clients.

BE TIMELY. How can your clients and customers take seriously your commitment to their
privacy if they learn about your data loss from anyone else? How can they believe you are being
proactive? How can they believe you simply werent keeping silent in hopes the news story never
would come?

10

Words matter, and the first words matter

most. Communicating not only appropriately but
also quickly sets the tone of and conveys your
companys responsiveness. Miss that window, and
theres no getting it back. And with data loss being
a 2015 issue du jour, media outlets and industry
watchdogs would love to beat you to the punch.
Cyber security expert and reporter Brian Krebs
broke news of the 2013 Target data breach (which
affected some 70 million customers) a full seven
days before Target properly acknowledged the
leak in a statement. By that time, it had been
widely reported among traditional media and
the source of much speculation among Targets
customer base. Target was forced not only to
communicate the details of the leak, but also
to overcome its self-imposed position of nonresponsiveness.

CONSIDER THE EMOTIONAL IMPACT

OF DATA LOSS. Many incidents of data loss
involve personal financial information, but not
all do. Those that might seem innocuous from a
financial vulnerability (such as the loss of personal
health information) may still have a resonating
impact among your customers and clients.

PERSPECTIVE CAN BE A RESOURCE,

BUT USE IT SPARINGLY. Data loss
is personal to your customers and clients,
CONTINUED ON P. 40

CHRISTOPHER
LUKACH, APR
IS PRESIDENT OF ANNE KLEIN
COMMUNICATIONS GROUP.
AKCG IS THE PHILADELPHIA
OFFICE OF IPREX GLOBAL
PUBLIC RELATIONS
AND COMMUNICATION.

PHILLY AD NEWS
DATA LOSS VS. REPUTATION LOSS
CONTINUED FROM P. 10

regardless of whether the loss affected 10 people

or 10 million. Be careful not to diminish the
personal nature when using numbers to provide
perspective. Even one affected customer is too
many from that individuals perspective.

of others opinions drown out your own inner

voice. And most important, have the courage
to follow your heart and intuition. They
somehow already know what you truly want
to become. Everything else is secondary.

FIFA EXPANDS BEYOND FILMMAKERS

CONTINUED FROM P. 39

Last (but most important), do the right thing.

Data loss will happen, and to undeserving
targets at that. But, as with any challenge,
communications can only protect and restore the
reputations of those who act in their customers
best interests. If the loss is a result of poor
behavior or negligence or if the company has
taken steps to cover up the loss communication
will not work in their favor.

RECRUITING IN THE DIGITAL AGE

CONTINUED FROM P. 25

lished by recruiting firm The Creative Group, the

demand for digital talent is high, so jobs are filled
quickly.

HIGH DEMAND
Web and user experience designers and frontend web developers are in particular demand.
In many cases, these professionals are receiving
multiple job offers, and hiring managers must
move quickly to secure the best candidates,
the guide said. Consequently, managers are
redoubling their efforts to retain top performers
by offering more competitive pay and perks
such as remote or flexible work options to help
employees achieve a better work/life balance.
And, Mary said, career growth is quicker for
younger people with solid digital skills. The ones
under 30 have a place at the conference room
table more quickly than I ever did in my career,
she said.
No matter a persons age, Ali said it takes
patience and empathy to make it in digital
advertising, as well as a devotion to continuously
read about whats coming next. You need to
be someone whos not afraid to fail, she said.
Someone who is intuitive and enjoys making
something out of nothing.
Marc said someone with a solid digital skill set
is valuable in todays job market. Youre going to
be marketable, so the jobs are certainly out there,
he said.
To learn more about the SMC Plus Digital
Advertising Certificate, visit
smc.temple.edu/SMCplus.

STEVE JOBS:
. . . A DING IN THE UNIVERSE
CONTINUED FROM P. 38

best invention of Life. It is Lifes change agent. It

clears out the old to make way for the new.
Your time is limited, so dont waste it
living someone elses life. Dont be trapped
by dogma which is living with the results
of other peoples thinking. Dont let the noise

filmmakers to a diverse list of recipients: Rodney

Evans Happy/Sad, Dave Jannettas Love &
Terror, and Rich Power Hoffmans Watermelon
Magic, titles that were celebrated with both
exhibition at festivals and distribution on DVD
and VOD.
PIVFAs ongoing Speakeasy, previews
members works from completed films to worksin-progress to trailers on the second Wednesday
of each month at LEtagge, 6thand Bainbridge
Streets.
As an umbrella organization, PIFVA now serves
as a fiscal sponsor for qFLIX Philadelphia,
the regions only LGBTQ Film Festival, and the
Philadelphia Independent Film Festival and has
been approached to work in this capacity with
independent filmmakers.
Why all the activity at PIFVA?
Were dedicated to retaining as much talent as
possible in the film and entertainment industry in
Philadelphia, explained Borock, Its no longer
true that you have to go to New York or Los
Angeles to make films or work in media.
Contact: www.pifva.org , email
contact@pifva.org or call (215) 687-3087.

AGENCY
CONTINUED FROM P. 21

FURIA RUBEL WINS TWO PEPPERPOTS

Furia Rubel Communications, Inc. has been
recognized by the Public Relations Society of
Americas Philadelphia chapter for its work on
behalf of clients in the community relations and
website categories. It received a Pepperpot
award of launching a new website for intellectual
property law rm Panitch Schwarze and was
recognized for helping Tinicum Township
successfully communicate to its residents the
details of a proposed agreement with the
Philadelphia International Airport.

DIGITAS HEALTH NAMED

BEST PLACE TO WORK IN PA
Digitas Health LifeBrands has been named one of
Pennsylvanias Best Places to Work by the Central
Penn Business Journal, ranking number 9 for 2014.
The publication published a special supplement
in its December issue proling the top 100
companies. To make the list of Best Places to
Work in Pennsylvania the agency employees take
a survey provided by the Best Companies Group,
which compiles data in the areas of corporate
culture and communications, role satisfaction,
work environment, training and development, and
leadership and planning.
At the agencys Center City Philadelphia
headquarters, staff art hangs from the walls
and employees take to the offices performance
stage in open mic nights and other entertaining,
innovative activities. As an industry and
community leader, the agency has played host to
PhillyCHIs UX Show & Tell, DesignPhiladelphia,

40

and EducationWorks. The agency also produces

two proprietary thought leadership events:
mDot and ThinkDigital, which bring together
industry leaders and innovators at the intersection
of health and technology for provocative
discussions. Employees gave the company high
marks for work/life balance, collegial atmosphere
and good opportunities for career development.
Michael du Toit is president, Digitas Health
LifeBrands and Alexandra von Plato is president
and global chief creative officer of Digitas Health
LifeBrands.

ENRADIUS DIGITAL LAUNCHES PHILLY OFFICE

Enradius, a Baltimore-based
digital marketing company, will
launch its Philadelphia metro
region operations. The new
regional office will be headed
by Jim Dolan, a multi-media
strategist and manager who
has led radio, digital and cable television sales
operations in the Mid-Atlantic region for the past
30 years. As head of the Philadelphia office and
Executive Vice President of Revenue Strategies,
Jim will lead Enradius expansion into the greater
metro region.

AB+C CREATIVE ADDS THREE NEW CLIENTS

Bloomsburg, PA-based ab+c Creative
Intelligence has begun recruitment marketing
efforts with three new clients GoHealth
Urgent Care, Synchrogenix and University of
Colorado Health. GoHealth Urgent Care and
Synchrogenix will take advantage of ab+cs
full gamut of recruitment marketing services,
including messaging through placements.

IMPART CREATIVE IS MAKING MOVES

Impart Creative will more to bigger and
better office space--complete with the new
workstations, ping pong table, and a sweet view
of N3rd St.
Mashies honoring the best in digital
marketing, advertising and social
media, A&G was awarded a Mashie.

LUBETKIN MEDIA HONORED

The Lubetkin Media Companies, celebrating its
rst decade of operation in December 2014,
cemented its growing reputation for creating
award-winning multimedia programming by
earning four prestigious ASTRA Awards from
the New Jersey Communications, Advertising
and Marketing Association. For the rst time, the
rm won an ASTRA Award for website design.
The award, in the Web design with budget
under $15,000 category, was presented for the
website Lubetkin designed and implemented for
nationally known radio personality and author,
Dr. Dan Gottlieb, host of the WHYY-FM radio
program, Voices in the Family. Three video
projects produced by the rm this year also were
recognized with ASTRA Awards. With the 2014
recognitions, LMC has now won half a dozen
ASTRA Awards since the rm was established in
2004.