D S Simon Media and Talkwalker are releasing a new joint survey that will provide valuable insight on how public relations and communications teams are earning media and the analytics that they are using to measure results. In the second part of the video series, Todd Grossman, CEO of the Americas at Talkwalker and D S Simon Media CEO and President, Doug Simon discuss the role of analytics in creating an effective earned media strategy.
If you would like to take the survey just click here: Brand Video Survey
“There’s so much data out there right now that you really have to use an advanced analytics platform to be able to see where your content has been picked up, where you’re getting earned media, and where things are going viral.” – Todd Grossman
“What you’re able to do now is look at the virality of messaging so if something started in earned media, it’s going to other places online through earned media.” – Todd Grossman
How can you make your public relations campaign cut through the election clutter? I have some PR Xanax for you.
“You are right to be nervous if the target audience for your campaign are national news outlets like CNN, FOX News, or MSNBC. They are wall to wall politics and election coverage because it is driving ratings.”
“Where can you go to reach your audience through broadcast television? Answer, local television.”
“This year in Chicago there is 14 more hours of local TV news than there was last year. It is a growing profit center for stations. These stations know they can not compete with the big three cable outlets in covering the presidential race.”
“You should stay away the week of a primary in a specific state, other than that it is open opportunity for media coverage.”
Companies are often searching for ways to make corporate events less stale with initiatives that can boost morale and strengthen interoffice relationships. Doug Simon, CEO of D S Simon Media and Paul O’Neill, Vice President of Creative at Guinness World’s Records discuss how Guinness World Record attempts can not only generate positive media headlines but also serve as a great team building exercise for corporate events.
“What better way to cement and bond your team than to break a Guinness World Records title together?”
Record Title Guinness World Records Wants the Auto Industry to Broke:
Largest car horn ensemble (Four or five hundred people in a car playing to a conductor with their horn)
Suzzanne Blackburn, public relations manager at Experian Marketing Services is an expert in executive communications, strategic public relations and thought leadership. With a keen focus on data-driven marketing and consumer insight, Suzanne discusses communication myths with D S Simon Media CEO and President Doug Simon. Together they identify and tackle institutional assumptions about timing, influencers and types of content in the PR sphere.
“PR is an industry, just like marketing that has been based for many years off of assumptions”- Suzanne
“Creating custom content for different media outlets is going to drive results and significantly increase media placement”- Doug
The practice of public relations for years depended on rational storytelling of facts, stats and proof points that aligned with key messages and were broadcast and told through third party mass media.
The social Web brings to the forefront the value of public relationships that are now build through direct connections with business’ stakeholders –investors, customers, employees and communities of interest. Today, these public relationships require stories that are relevant, contextual and ones that can build deeper connections with stakeholders.
Doug Simon, President & CEO of D S Simon Media, appeared at the Tri-State Vistage Executive Summit hosted in Brooklyn, NY to discuss communications strategies that can help an organization grow their bottom line and help make their CEO an industry thought leader.
*The five common mistakes CEOs make that undermine the brand.
*The best ways to build a thought leadership reputation in your industry featuring the CEO and top leaders that build your client base and relationships with key partners.
*Top tips to avoid blowing money on your communications plan–so effective they’ve been trademarked by the U.S. Government.
*Three things you need to do first thing tomorrow to make sure you are on the right path.
Doug Simon, President & CEO of D S Simon Media, appears with Donna Anselmo on Bold Talk Business Radio, to discuss media and public relations strategies for business owners. They also discuss the findings of the D S Simon Media Influencers Report and how business owners can utilize the findings to increase share of voice in their industry and drive revenue.
If you would like to download a copy of the report please click here.
Michael Smart, Media Pitch PR Coach, of Michael Smart PR joins Doug Simon to discuss the value of using video during your media outreach efforts, changes in the way journalists accept produced video, and the findings of the D S Simon Media Influencers Report.
If you would like to download a copy of the report please click here.
Michael Smart on the value of earned media:
“You get much more of a credibility boost when it’s earned rather than paid.”
“Links are way more valuable than the traffic they send back to you site or your video. The higher value comes in the message they send to Google and the other search engines that NYtimes.com or mashable.com, a very trusted URL in Google’s mind; that this site values this content, so that’s a key signal to serve it up higher when we do our Google searches.”
“The act of creating social media helps PR people strip out the bad habits that were beat into us when writing news releases for the wire, when we can write a Facebook post or tweet in the same voice we use for our personal feeds.”
Michael Smart’s biggest takeaway from the Media Influencers Report:
“The dominant majority of media outlets that will accept outside produced video. That’s a relatively new phenomenon. When I was a newspaper reporter, we couldn’t even accept a still photograph that we didn’t shoot and that was only 15 years ago.”
“Folks (journalists) will be receptive to stuff we produce, so long as we disclose it right, which is another one of your key findings. It should be really empowering to a lot PR Pros.”
Doug Simon, President & CEO, of D S Simon, offers analysis on the most common mistakes CEOs make when it comes to communications.
The three problem areas:
Don’t assume you can have total control over media coverage or that the media cares about your self-serving story. Don’t assume you can have zero engagement and then be trusted when you have to speak during a crisis or make a significant announcement.
Failing to align your internal and external communications A huge mistake is not taking ownership of what is communicated internally or being authentic in this communication. The vacuum will be filled and given the power of social media, your employees can become a negative force when not engaged.
Strategy: plan execution and logistics. This is the area where CEOs create the most problems. Here’s a sample:
* Not connecting PR to business objectives
* Not defining the CEO role in the plan
* Ego issues
* Failing to utilize video effectively–video feeds social media
* Wasting money on resources you don’t know or trust
* Failing to engage early when you have to sign off on the final plan (This is demotivating).
“There is no doubt that communications drives success in an organization.”
“Each CEO is going to be different. They are going to have their individual styles and individual approaches. They are going to drive communications differently. The CEO’s who understand communications are going to be successful in driving business.”
“Something that is not often thought about early in the process is making sure that you have alignment in your organization. Making sure that people understand where you as a leader see the organization going, what your priorities are, what the strategies are, and getting people aligned behind you. The single most important thing that communications can do inside that company is driving that alignment.”
“Each CEO is going to view (communications) differently, they are going to approach it differently, they are going to structure communications differently. It will be very much based on their own individual approach.”
“Different CEO’s have different strengths. Some are good with investors and financial analysts, some are good with customers, some are good with employees. They (CEO’s) need to go with their strengths. They also need to keep all their constituencies in mind. Working from the inside out is the most important thing of all.”