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CEO Thought Leadership Series from Trade Show

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Humanizing data and driving earned media with Rebekah Iliff

Rebekah Illif, Chief Strategy Officer at AirPR, joins Doug Simon, CEO & President of D S Simon, to discuss the findings of the 2015 Media Influencers Report and how humanizing data and understanding your audience can help you earn media with your content.

If you would like a copy of the D S Simon Media Influencers Report: please click here.

Rebekah Iliff’s VlogViews:

“Treat a journalist like they’re a person, and understand their audience, and look at them like you would look at yourself, what kind of information do you want to consume? We’re all human here. It goes back to that point of humanizing data, treat them like people and understand their viewpoint and give them content that they can use and makes their job easier.”

“At AirPR, [humanizing data] means looking at data, analyzing data and then helping PR professionals really put a human component and critical thinking to that, so they can use data to empower them to do their jobs better”

“We get enamored with technology and the truth is that we still need to use our critical thinking in order to really make sense to it”

“[The Media Influencers Report by D S Simon] was really interesting; I thought there were 3 things that were interesting.

  •  The first was this idea of trust and how over the past several years because of data, journalists have access to things they didn’t have before. So PR people who aren’t really empathizing or understanding where a journalist is coming from, loose trust. So that’s one of the biggest things I saw, just having data around that and that it is a real thing was quite insightful.
  • The second to me was the majority of journalists and producers that really want video content fed to them because their jobs are so difficult now and they have so much going on that if you can produce informative, educational content then they’ll use it. I think the number was something around 76% of them, which is a pretty big majority, I was shocked.”
  •  The third was in my opinion; these numbers really indicate that produced content and relevant content is an opportunity for PR professionals to make that part of the PR pie. So build the trust with the journalist, feed them the content and then really start looking at that as part of your strategy and make sure it’s relevant to their audience.”


Doug Simon’s VlogViews:

“Around 76% of journalists and producers want video content fed to them, this is the number that will use outside of produced video content and it’s a huge opportunity for PR because a lot of this content is completely produced by the organization so you’re allowed to get your message out in the form you want it presented through the right type of video.”

“One of the things that is often overlooked by communicators when creating video content is the idea that you want to work backwards from where you want to see that content placed, making sure it’s the right fit for them, sometimes it’s not always the same piece of content. Interestingly, we found you can actually offer exclusives separate from the video, so you can get the same video placed in multiple places by sharing exclusive information just for that online or broadcast media outlet.”

“69% of the digital journalists said they would be more likely to look at content and consider posting it if it had proper disclosure, and so there are great opportunities for communicators, just by doing the right thing to increase the likelihood their content will be used.”


If you would like a copy of the D S Simon Media Influencers Report: please click here.