Try restarting your computer. (You probably don't need to do this, but it's probably the easiest fix, without knowing details of your hardware/software arrangement.)
Sometimes Windows just doesn't acknowledge the existence of its USB ports, especially if you regularly connect & disconnect things from them. At least, that's what happens to me. I'm very familiar with that error message, and sometimes I can fix it by using the "Safely Remove Hardware" button, and sometimes I can only fix it with a restart. (I think of it as "Windows has become confused.") Make sure to let Windows finish loading, with all its ancillary programs (like virus protection) before plugging anything into the USB port.
If you JUST got your Sony, you may need to let it charge before Windows deigns to recognize it. Windows may be looking for a folder structure that it can't access because the Reader is busy filling its batteries. (Or something like that. My IT/Tech skills are limited.)
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