Thursday, February 12, 2004

Public Relations Begins at Your Computer
By: Gina F. Rubel, Esq. and John Miriello

Public relations begin at the office, at your desk and at your computer. Public relations is not just a strategic way to get your firm noticed, it’s a mindset and a management style. Public relations is not just sending press releases to the media when your firm lands and groundbreaking verdict or settles a multi-million dollar case. It is sending an e-mail without a computer virus attached, understanding the capabilities and limitations of e-mail correspondence, and knowing how to protect your firm, clients and colleagues from cyber-attacks.

Like a tax on liquor, the effect of technology is bittersweet on our lives and there are certain risks. But ask any intelligent businessperson, and the likely analysis you will receive is the real benefit is in minimizing the risks. So how do we get along with technology and minimize our risks to put forward our best public relations? Take the necessary precautions. For one, subscribe to a worthwhile e-mail alert system that will advise of new threats and the latest trends in the cyber-world. One such system that users can sign up for is The National Cyber Alert System which is sponsored by the United States Department of Homeland Security ( According to the Web site, “The National Cyber Alert System provides timely information about current and emerging threats and vulnerabilities as well as advice about protecting your computer and networks.”

Other ways to stay one step ahead of the game when securing your computers, clients’ information, and electronic correspondences include:

• Purchase and install antivirus software on your computer or have a technician install it on your entire network. And UPDATE your antivirus software on a regular basis (daily). People rarely get old computer viruses. They only get the new ones that are spreading.

• Install a reputable spam blocker on your computer. Some spam blockers are actually unsafe and put your computer information at risk. Ask your computer support staff or on-call technical consultant about which are helpful and which are harmful. One such program is QURB, which works well with certain systems.

• Never open e-mail attachments from unknown senders. The most dangerous virus programs come disguised as otherwise friendly looking e-mails.

• Never download software that a Web site indicates you “must have.” Often, these are “spyware.” As the name indicates, spyware is software that installs itself on your computer and reports all of your Internet habits back to a company.
• Separate business computing from family computing. This is particularly important to small businesses.

• Do not download music from sites that claim free or reduced charges. These sites have been deemed illegal. Additionally, much of the music files are riddled with viruses and spyware components. Often there is little to do to fix an infected computer and the cure may involve the expense of having a technician “scrubbing” your computer clean and reinstalling all of your programs.

About the Authors
Gina Furia Rubel, Esquire is founder and president of Furia Rubel Communications, Inc. ( which offers corporate communications services to the legal industry. A Philadelphia lawyer with more than a decade of integrated communications experience, Gina Rubel is focused on her passion for proactive, integrated communication for lawyers. For more information call 215-249-4977 or e-mail

John Miriello, MCSE, MCT is a partner in Intrepid Technology & Consulting ( and has more than 15 years experience in computer security and network design. Formerly a security officer and computer auditor for a variety of Philadelphia and New York Financial institutions, he now concentrates on the technology development of Philadelphia-area businesses. For more information call 215-453-6663 or e-mail

Sunday, February 01, 2004

Public Relations through Computer Technology

Staying current with the rapid advances in computer technology is essential for today’s public relations practitioners. Not only does it help to make the job easier, but it also provides solutions to many problems in today’s business world.

As a result of new technologies, there are new media outlets and communication strategies available to public relations professionals. Internet technology specifically, has immensely affected public relations in several ways:

• The Internet enables effective communications regardless of international boundaries

• E-mail, due to its easy access, has become the preferred means for communications, and continued improvements enhance its usability compared to face-to-face communication

• Search engine technologies have made the Web a valuable research tool

• The potential to target columnists who cover cyberspace creates new media resources for public relations practitioners

• The Internet is becoming an increasingly popular and effective marketing tool compared to conventional media

So staying abreast of Internet technology is extremely important for public relations practitioners if you want to maintain a competitive advantage.