Vox Optima

09/12/2025

"HybridPetya encrypts the Master File Table, which contains important metadata about all the files on NTFS-formatted partitions," security researcher Martin Smolár said. "Unlike the original Petya/NotPetya, HybridPetya can compromise modern UEFI-based systems by installing a malicious EFI application onto the EFI System Partition."

In other words, the deployed UEFI application is the central component that takes care of encrypting the Master File Table (MFT) file, which contains metadata related to all the files on the NTFS-formatted partition. ~ Ravie Lakshmanan via The Hacker News

HybridPetya ransomware exploits CVE-2024-7344 to bypass UEFI Secure Boot, encrypts NTFS MFT, and demands $1,000 Bitcoin ransom.

09/12/2025

But even as technology reshapes the toolkit, he insists brand and demand cannot be separated. “Brand investment builds trust, recall and pricing power, while demand generation drives immediate revenue.

The most effective strategies integrate both, with short-term campaigns that deliver sales but also reinforce brand positioning. That is how you ensure sustainable growth and resilience in downturns.” ~ Jon Burke via Margo Waldrop at

As a juror in the B2B category at The Drum Awards Festival, Jon Burke explains how AI is reshaping marketing, why brand and demand must work together, and how emotional storytelling helps B2B brands stand out.

09/10/2025

Buzzy words aren’t actionable

Marketers love these terms because, from our perspective, they bring clarity to the convoluted problem of marketing. Executives, however, may not find these terms relevant from their perspective.

Why? It’s not actionable. Believing in them requires a believer in long-held “marketing truths”, which from their perspective are part of the lore and mysticism of marketing. Terms like “dark social” and “branding takes place in the mind” also fall into these categories.

There may, in fact, be truth to these beliefs, but absent data, it’s hard to convince them of the problem. That in turn makes it harder to draw up plans – and execute those plans – to solve the problem. ~ Frank Strong via Sword and the Script

https://ow.ly/uakS50WTZCI

09/10/2025

Alison emphasizes that the biggest misconception about crisis communication is its external focus, arguing that employees feel crises personally and are crucial to an organization’s recovery. She shares her deep passion for this subject, which stems from her experience at the Glasgow Airport terror attack and subsequent observations about the varying preparedness of organizations. ~ Chris Weston, Julia Bellis and guest Alsion Arnot via Insights from Experts Podcast

https://ow.ly/MBvH50WTYYX

09/09/2025

Lesson 2: Don’t be afraid to go hyper-niche.

At Kickstarter, Smithwrick says, “we discovered that the general content didn't really perform as well as the hyper-niche content.”

For instance, “games” or “comic books” aren’t nearly specific enough to reach an enthusiastic, engaged audience. “Within gaming, there‘s tabletop games, there’s role-playing games, there's video games.”

In other words, your audience isn’t just “comic books” — maybe it’s gekiga manga or graphic novels about poodles. Getting this specific may “feel like you’re leaving out people who could be your clientele,“ but speaking to a particular niche feels more like a direct conversation, and it “only shapes your brand for the better.” ~ Brandon Smithwrick, Laura M. Browning via HubSpot

Brandon Smithwrick, former director of Kickstarter's content and creative and current founder of Content to Commas, shares the marketing secrets behind one of Kickstarter's most successful campaigns

09/09/2025

Welcome to the age of zero-click search, a blunt term that means exactly what it sounds like: searches where users get their answers without ever visiting your site. Industry veterans are calling the phenomenon “Google Zero” (less self-explanatory but just as ominous-sounding).

This new era means rankings alone no longer guarantee engagement. Your audience absorbs AI-generated answers directly on Google’s platform, bypassing your site entirely.

This is the defining challenge of content marketing today. In an era dominated by AI-powered SERP previews, winning means creating digital destinations worth visiting, not just pages that pull rank. ~ Uba Alintah via Contently

Discover how to win in the Google Zero era by building destination content that drives engagement, loyalty, and value beyond rankings.

09/08/2025

“The American Eagle Sydney Sweeney campaign was intended to be a brand and business reset, and it has,” Craig Bommers, chief marketing officer, said during the call, per Investor’s Business Daily. “Sydney Sweeney sells great jeans. She is a winner. And in just six weeks, the campaign has generated unprecedented new customer acquisition.”

Altogether, the campaign drew 700,000 new customers and 40 billion impressions, with search for American Eagle climbing 186% WoW for the week ending Aug. 3, the outlet reports.

“To be clear, that consumer acquisition is coming from every single county in the U.S. This momentum is national, and it is pervasive,” Bommers said on the call. ~ Courtney Blackann via PR Daily

Plus: Sesame Street collabs with YouTube; NextStar CEO makes the case for local news. This summer, American Eagle was at the center of controversy after an ad featuring actress Sydney Sweeny sparked backlash for its “great jeans/genes” wordplay, with some calling the brand out for what they said...

09/08/2025

The traditional way is to monitor by hand. You read newspapers, browse social media, check Google, and perhaps even create free alerts. It’s easy and initially costs nothing. Those who favor manual monitoring typically claim to enjoy complete control. They want to read it all for themselves and decide what is important. It may be beneficial for newcomers or small enterprises.

The problem is that it takes time. Many times. Managing a brand that gets mentioned a lot can make doing this every day too much to handle. Additionally, because you’re not online all the time, you can overlook something crucial.

However, manual monitoring may feel more intimate and hands-on for certain extremely specialized businesses or personal brands with few mentions. ~ Elsie Oliver via Bulldog Reporter

The media is all around us. Your company, and potentially even your brand, is being discussed somewhere on a platform, blog, news site, social media, or podcast. For anyone into public relations or reputation management,

09/05/2025

Immediate Response: The First 24 Hours

The initial response to a cyberattack sets the tone for all future communication. According to a 2023 IBM Security study, companies that respond within the first 24 hours of discovering a breach save an average of $1.2 million in breach costs compared to slower responders.

A clear chain of command for approval of communications must be established immediately. The CEO or another senior executive should be prepared to make public statements, as research shows statements from top leadership carry more weight with stakeholders during a crisis.

Social media monitoring should begin immediately to track public reaction and identify misinformation. Companies need dedicated teams ready to respond to customer inquiries across all channels, maintaining consistent messaging throughout. ~ 5WPR

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09/05/2025

Brands cannot abandon the core qualities that made customers love them. They must reiterate these values, beginning internally with employees at all levels, Stovall said.

What makes the company unique? What does the company stand for? How can these values be reflected in external messaging and what does that look like? Stay consistent and true to core principles as a guide in times of crisis he said.

Target once thrived because it emphasized affordability and style. But in recent years, the brand shifted focus toward value pricing, losing the spark that made shoppers excited, Stovall said. ~ Courtney Blackann via

What his next steps should show. Target’s recent leadership change is more than a retail shake-up. It’s a case study in what happens when a brand loses its way, and why companies must work to rebuild trust when customers start to drift. The challenges facing incoming CEO Michael Fiddelke require...

09/04/2025

Analyzing Community Input Effectively

Once feedback is gathered, proper analysis helps identify actionable insights. Use survey analysis software to categorize responses by themes, sentiment, and demographics. Look for patterns in both quantitative metrics and qualitative comments. Track which topics generate the most engagement and emotional response.

Create a system for organizing and tagging feedback to spot trends over time. Note recurring concerns, suggestions, and positive feedback that could inform messaging. Pay attention to the specific language and phrases community members use when discussing key issues.

Compare feedback across different segments of your community to understand varied perspectives and needs. ~ Ronn Torossian

Learn how to collect meaningful community feedback for PR messaging using social media, surveys, and forums to build trust and create authentic communications.

09/04/2025

No. 3. Address Concerns with Empathy

It’s essential to recognize that resistance often comes from a place of genuine concern. Employees may worry about job security, workload increases, feeling insecure about being competent with something unfamiliar or the impact on their daily routines.

Addressing these concerns with empathy shows that you value their perspective and are committed to supporting them through the change.

→ Practical Tip: Conduct one-on-one meetings or small group discussions to listen to concerns. Acknowledge these feelings and work collaboratively to find solutions. Even if every issue can't be resolved, showing empathy goes a long way in building trust. Trust, in turn, underpins a willingness to try. ~ Kathryn Yeung via Stratford Group Ltd.

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