Yahoo’s Information Security Tactic

By: Khaled Alfarah

Hacking users’ electronic devices has always been a source of fear for many users. This is why many companies develop some basic tools, such as security questions and complicated passwords to secure the users’ data. However, just recently after what was called Edward Snowden’s revelations. People became more worried about their information and personal data from the NSA and hackers. Interestingly, Yahoo’s chief executive, Marissa Mayer, took the opportunity to announce to the public through media that Yahoo is developing security tools in order to protect the users data from NSA and hackers. Marissa recognized that there is a problem, which is people’s distress about their data, and she wanted to ensure for users that Yahoo is securing their information. Yahoo shined among other tech companies by taking their users online data very seriously and after expressing its readiness of protecting their information. The New York Times published a quote of Ms. Mayer that says, “I want to reiterate what we have said the past: Yahoo has never given access to our data centers to the NSA or any other government agency. Ever.” This statement was a strong PR tactics that aims to target users, who are distressed about their data. Also, In her Tumblr account, Ms. Mayer assured that the most important thing for Yahoo is to protect its users information, and she introduced Secure Sockets Layer, the new security system of Yahoo Mail that will launch by January 2014. By this announcement, many internet users might switch their accounts to Yahoo because they feel that their information are going to be more safe. However, the number of users switching their accounts to Yahoo is going to determine the success of this PR tactic.

Marissa Mayer’s communication with the public about Yahoo’s plans has created a public satisfaction toward Yahoo. This plan and communication is similar to the Situational Theory in Public Relations. The situational theory is about recognizing that there is a problem and then targeting specific people and get them involved. Similarly, Ms. Mayer recognized that there is a concern and a problem, and her communication with the targeted public in the right time has integrated many users with Yahoo and its future plans.