Mark SooHoo, Managing Director of Digital Health at Burson-Marsteller spoke with Doug Simon, CEO of D S Simon Media at the “How to Manage an Online Brand and Reputation” panel hosted by PRSA NY and gave his take on how to manage an online brand. Both Mark and Doug were panelists at the event. Mark touches on the need for analytics and tailoring your message for the appropriate audiences. Watch below.
“It has to do with real deep listening and real analytics on what are people searching for? What are people talking about online? How am I mining that information to appropriately tailor the stories that your audiences want to hear?”
” One of the things that we focus a lot with our clients on is moving from KPIs like tweets and likes and retweets and things like that, moving more toward how am I truly achieving business objectives?”
Doug Simon, CEO of D S Simon Media and Scott Steinberg, tech expert and CEO of TechSavvy Global are teaming up with the Public Relations Society of America for a panel event on how to manage an online brand and reputation at Burson-Marsteller New York offices this Thursday, Sept. 14th. In advance of the event, Doug and Scott discuss what they think it takes to build a positive online reputation. Watch below.
Click here for more information on the event and to register for this Thursday’s panel, click here.
The front page of today’s Wall Street Journal heralded a major decrease in ad spending by some of the world’s largest consumer goods companies. As concerns emerge about the effectiveness and trustworthiness of digital ad placements, more consumer goods firms are turning towards influencer marketing to reach their key audiences.
Doug Simon, Founder & CEO of D S Simon Media, gives his take on alternative approaches communicators should be considering including the importance of turning internal leaders into influencers for their organizations. Watch.
Lewis Goldberg, Managing Partner at KCSA Worldwide, sat down with D S Simon Media CEO and Founder of The SPOKEies™, Doug Simon, about the importance of compelling in-house spokespeople. He gives his tips and best practices for maximizing the effectiveness of an internal spokesperson.
“I think it’s clear that the level of authenticity, the level of knowledge about what they’re speaking about and the level of accessibility for an in-house spokesperson is significantly higher than either a paid gun or an outside expert. The media tends to like them more.”
“For our clients, they want to be seen as eminent in any field that they are in. Biotech, pharma, technology, financial services, advertising, whatever the industry is, they have a goal of being seen as a thought leader. Any acknowledgment of that leadership is of value and being acknowledged by an award like the SPOKEies™ for identifying them as being effective, transparent and accessible really proves value not only to the industry, but to the C-Suite that employs them.”
Christian Clymer of the Pharmaceutical Research and Manufacturers of America spoke with Doug Simon at the PR Summit DC about PhRMA’s new Go Boldly campaign and the keys to effective communications leadership at a large association.
United Airlines has come under intense scrutiny after a video showing a passenger being violently dragged out of a United flight by police went viral. In the aftermath of the video, United Airlines CEO, Oscar Munoz, made a series of public relations missteps in handling the crisis. Doug Simon, Founder and CEO of D S Simon Media, gives his take on how the situation could have been handled differently.
Doug Simon’s VlogViews:
“United’s problem started operationally. They didn’t have an overbooking plan when people were already on the plane. United, notoriously, has had a poor relationship with employees. From his letter to employees, Munoz clearly was thinking of them not the public. That doesn’t work anymore.”
“PR Week mistakenly honored business success not communications success when they named Munoz “Communicator of the Year.” This is clear in Editor-in-Chief Steve Barrett’s opinion piece on the debacle: http://bit.ly/2omXNQS Based on Munoz’s internal memo, regardless of his success in business, it’s doubtful his credentials as a communicator and as a human being capable of empathy were ever impeccable.”
Doug Simon, CEO of D S Simon Media, says there are two phases to make sure your voice is heard.
Phase 1: Is it going to be, Repeal and Replace, Repeal and Delay or just a tweak to the existing Obamacare?
Phase 2: Steer clear of appearing as part of the partisan divide. Even though your position will likely fall on one side or the other.
New York Times article that covered that lobbyists are nervous and hesitant to engage, fearing Trump.
Individual corporations are being singled out for criticism by Donald Trump. Doug Simon, CEO of D S Simon Media, says if you need to activate your crisis plan, it’s too late.
What should you do?
Don’t take him on. You can’t match his firepower.
You need to be proactive.
Be more ambitious in and how you’re approaching the media, telling more compelling stories to different audiences so you have a strong base.
You need to get out in front of potential issues or you’re going to be fighting with a very weak crisis communications plan.
New York Times article that covered key point to put a crisis plan together.
It’s not the medium. It’s the message. Doug Simon, CEO of D S Simon Media says if you don’t like Trump, it’s dumb politics and dumb journalism to rant about his Twitter use. He’s got history on his side.
FDR was criticized for using radio and then hailed as a genius.
JFK and Reagan used television to great advantage.
Obama used social media to reach millennials.
“If you don’t like Donald Trump, praise Twitter. But bury him for the content and meaning of his messages and actions.”
From the archive: Will Trump’s PR Advantages pave the way for him to the White House? That’s the question Doug Simon asked on May 4, 2016. Guess the Clinton campaign didn’t take his advice.
We wanted to wish you a Happy Holidays! We are giving thanks and expressing gratitude to our clients, partners and friends by giving to causes our team actively engages with.
All the best in 2017!