Welcome to PR Vibes, created by Calysto Communications to provide you with insight into the publications, thought leaders and events in the communications industry. Today, we visit with Scott Raynovich, founder and president of Rayno Media, a firm which provides in-depth technology research as well as digital marketing and consulting services to the technology and online media industries.
With a background as a publisher, editorial manager, writer, and analyst at Light Reading, Red Herring, Wired, UBM, and McGraw-Hill, Raynovich has been quoted in Reuters, Dow Jones, Barron’s, and the San Jose Mercury News. He has also been interviewed on CNN and National Public Radio.
In this interview, Raynovich discusses the Rayno Report (raynoreport.com), the news and analysis site on innovation and investment in the connected world. Enjoy!
Tell us about the Rayno Report. Why did you start it? What do you cover?
I started the Rayno Report in 2010 as my personal blog, adding some tech analysis, but recently I’ve been adding more in-depth content. In 2010, I formally re-launched my company, Rayno Media Inc., which provides news and analysis on innovation and investment in the connected world.
Who is your target audience?
Executives, investors, media, and key influencers in the technology and finance markets, with an emphasis of those who follow communications and networking technology.
What sets Rayno apart?
I have more than 20 years of experience reporting on technology, markets, and innovation. I aim to entertain, as well as enlighten. What do all these young punks on Twitter know, after all?
How does what’s going on in the industry influence Rayno?
I try to focus on tech moves that transform business, and customers. You have to separate that from the marketing noise that comes from the vendors. Sometimes everybody is on the same wavelength, but sometimes they are wildly different — and the vendors aren’t really listening to the customers. Like right now, with Software Defined Networking (SDN), you are hearing wildly different things. A lot of the vendors are currently in a state of denial.
Is there a video project in the works?
I’m always thinking about cool video projects, but right now I’m focusing on research and analysis. Web video is an underutilized resource, but the business model requires the right sponsor to recognize the value and step up. I’ll probably be working on some video at the upcoming Open Networking Summit.
Give us a hint. What do you want to hear from PR folks about?
Give me an angle or a story that you think the rest of the pack is missing. Especially if you think that, with my 20 years of experience in the business, I can add value.
Any thoughts on how social media has impacted reporting?
News breaks a lot faster, but there is also a lot of superficial mis-information. A quality, well-crafted and reported take on technology developments will still stand apart.
What are your views on LinkedIn and Twitter?
They are excellent resources, I use them a lot. They will continue to grow in influence. A lot of people are missing the real value they add, from the perspective of both gathering and transmitting information. The point is not to spew, but to engage more deeply with your audience. My business really started to transform last year when I got serious about social media. I now have almost 4,000 Twitter followers and 1,500 connections on LinkedIn.
We don’t come across too many folks in our industry who live in Montana. How much snow do you have? Why Montana?
I think it’s been warmer here than in Atlanta. I have my sunglasses on right now. I’ve always loved the Rocky Mountains, and my family and I came here on vacation in 2008 and decided we wanted to live here. It’s just the perfect place for us — majestic scenery, adventures, and fun little towns. We live in Bozeman, a university town (Montana State) which is starting to develop as a little technology hotspot — it took off when Oracle bought Right Now for $1.5B — and it is actually one of the fastest growing counties in the country. I find it easier to work here and occasionally fly out rather than spend half my life commuting or in traffic. But that’s kind of a secret we don’t want to get out, so please don’t tell too many people.
(Of course, we won’t tell a soul. 😉