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CEO Thought Leadership Series from Trade Show

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CONTENT CREATION TO EARN MEDIA WITH RONN TOROSSIAN

Ronn Torossian, President & CEO of 5WPR, joins Doug Simon on VlogViews to discuss earning media in a changing landscape and ways that you can use content creation to tell your story to the press.

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

Ronn Torossian’s VlogViews:

“We’re storytellers; this industry is about telling a story and I think that earned media for us at this agency is something that will always be a part of who we are, media relations is not a bad word at 5W PR. We dial, and we call media and we have relationships. However, of course, as part of telling a story, digital is a part of that story, and we use it constantly in a variety of different ways for many different purposes for a variety different reasons, but digital is here and it’s here to stay and you have to adapt to the changing world and we’re going to continue to do that.”

“Staffing in the news room is down and therefore if you make it easy for them to use your video, they will, we do a tremendous amount of crisis work, and when it’s high profile crisis work, I don’t need to put my client on the camera anymore and subject them to the questioning of ABC, NBC and FOX. If it’s a high enough profile story, I know that I can do a video and everybody is going to pick it up. I can media train my client, I can cut my video 3, 4, 5, 6 different times. Now the media might not love that because they want the full access, but if it’s the middle of the crisis and it’s a high profile story, we’ve done it on a number of different occasions where we’ve changed the story tone by using video and that’s just one example of I think creating content which really matters and which benefits frankly the media and ultimately for us, we’re serving two masters, we’re serving the client and the media.”

“This whole concept of media not trusting PR, media loves to hate on PR, I don’t spend too much time really worried about that. I think that at the end of the day, relationships matter. Do I think there should be disclosure; yes I think there should be disclosure.”

 

Doug Simon’s VlogViews:

“One of the other findings was about trust being a problem and I think from your perspective, is that if agencies are not involved in earning media when a crisis hits and they need to earn, if you have that ongoing relationship, you’ve built that trust, they know they can rely to you to be a straight shooter, even if it’s when your client can’t make a comment about something, the relationship is there, it is so important when there is that crisis moment.”

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

 

Leadership, corporate vision, and trust lessons for executives with Ken Jacobs

Ken Jacobs, principal of Jacobs Communications Consulting, discusses organizational goals and executive leadership with Doug Simon, President & CEO of D S Simon.

Ken’s VlogViews:

“I think it all starts with vision, its being able to lay out where the organization is going and what comes after and what comes next, you know we have that analogy where we talk about everybody being in the boat, that can only happen when the leader articulates the direction, where do we want to be in three years, where do we want to be in five.”

“People are motivated and inspired by people by leaders who articulate organizational values, it’s why we come into work every day, how do we handle work and how will we handle it when we have a moral or ethical dilemma, we need to have those values.”

“I see a big misstep in trust, if you don’t have followers you’re not a leader, if you don’t have relationships with your followers, you’re not a leader, and the key to relationships is trust. If you don’t trust people on your team, well the reality is they probably don’t trust you.”

“Acting always trumps words. If you are leading the same way consistently that will start to build trust.”

“You may be a manager, you may be an executive, you may be the boss, you may have the big corner office, but if you’re not trust then you’re not really a leader.”

Why Every Brand Should Value Earned Media

Sandra Fathi, President and Founder of Affect, joined Doug Simon to discuss the value of earned media and to offer her insights on the D S Simon Media Influencers Report. Fathi also discussed the value of disclosure and why you need to pick a spokesperson who is trusted and credible in the community and with their audience.

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

Sandra Fathi’s VlogViews

“One of the things that really struck me is how many PR people are not focused on earned media, that is what we do day in and day out, that to me is still the most trusted and valued part of our business so it was shocking to me how many people are abandoning that channel and just focusing on paid opportunities.”

“Most of the companies that we work with are in the tech space so I think we had a huge advantage that we were ahead of the curve. Before we really talked about social media, we talked about communities, or user groups, and early adopters. We were operating in the digital sphere before there was a digital sphere.  So that really helped us. We’ve really seen with the companies that we work with and we work with small to mid-size companies, we work with a lot of B2B companies, budgets are tight. They want to make sure there is ROI for what they do. They can’t afford to just throw money and pay for all of this media coverage. So making sure that earned media is the primary focus of their PR campaign is always been central to most of what we do.”

“It’s become so much easier to produce video and high quality video so that you don’t have to also spend a big amount that is broadcast quality, and as prices have come down you can produce something that can be used by television networks, online for web and still look like very high quality material and gets you tremendous air time and value. “

“It’s deception; without a doubt. But you can also get in trouble with FCC violations and other regulatory issues.  You never want to be in that position; if you are paying spokespeople, but truthful and forthcoming. It’s one of the basic tenants of PR, whether it’s a written word or it’s a video, you really need to be disclosing exactly who the source is and who’s producing this content.”

“When you have a spokesperson who is trusted and credible in the community or with your audience, even if they know they’re being paid and this is an endorsement it still has weight with that audience, and this is something that so many consumers are used to in our society that it doesn’t have to be a detriment. If you’re trying to deceive consumers and trying to hide that fact that this is a paid relationship, that is when brands really get into trouble and they lose that trust factor.”

For more information on Affect you can visit http://www.affect.com/. Follow Sandra on Twitter @sandrafathi

Peter Shankman: How to build your audience and create content for earned media

Peter Shankman, author of Zombie Loyalists, joins Doug Simon of D S Simon Productions to discuss the recently released D S Simon Media Influencers Report, how to build and value an audience, and creating content for earned media.

If you are interested in a copy of the D S Simon Media Influencers Report click here.

 

Peter Shankman’s VlogViews:

“Most people that were interviewed and surveyed, they are pretty dismayed at the current state of affairs in the world of PR. If you look at it from a glass half full perspective it tells me that there is a lot of room to own the game.”

“It kills me, there are so many PR people who are biting off their nose not only to spite their face but to spite their client. If you are not transparent not only will you not get on but they will never call you back again.”

“90% of people use Twitter and social networks wrong. If you can be a repository for good information the rewards will be massive.”

“Having an audience, whether it’s one person or a million is a privilege, it is not a right. You have to understand every day that your audience is a privilege and you are lucky to have them.”

“You don’t get to have an audience, it’s not part of the Declaration on Independence. You get to have the ability to create useful stuff that will generate you an audience. Never forget, your audience is in control, you are not.”

“I am followed on social media by producers who are looking for stories every day. They walk into the office with a blank slate, a blank slate that has to be filled by the time they are done. If you can become a repository for good information, for stories and things that people will want to hear there is no question that they will flock to you and look to you and what you are writing to get you or your client on.”

 

 

Doug Simon on Reuters News: What are the marketing implications for the world’s most popular sport?

Doug Simon, President and CEO of D S Simon Productions appeared on Reuters News to discuss what is at stake for sponsors and the global popularity of soccer in the wake of the resignation of FIFA President Sepp Blatter.   You can watch the video below or on REUTERS by clicking here.

 

 

Will Blatter stepping down be enough to placate sponsors?

“It relieves the immediate pressure. There are two big pieces stacking up against FIFA in this process. One, sponsors being pressured to pull out based on what was going on. Second, there has been talking that UEFA would boycott and possibly start competing games to the World Cup.”

“Blatter stepping down was a key first step, I am not sure if it will be enough.”

What reforms are needed to appease corporate sponsors and the fans?

“Fans will still love and support the game when the World Cup comes around again. Fan will be there and sponsors will still be there because that is where the fans and the dollars are. The key is if there is a perception that actual cleanup is happening it might even be advantageous for sponsors to get involved. “

“A key concern for sponsors is that if they decide to step down there will be another sponsor ready to take their place because of the popularity of soccer on a global basis.”

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Building a Proper Communications Plan For Your Clients

Chris Winans, Executive Vice President, General Manager at Hill+Knowlton Strategies joined Doug Simon, President & CEO of D S Simon Productions at the PRSANY Big Apple Awards Gala. Mr. Winans presented the John W. Hill Award to Barri Friedman Rafferty, Senior Partner & CEO North America, Ketchum. He also discussed the changing role of technology in public relations campaigns and offered advice to younger pr pros.

 

“The ability to understand a client’s business problem. What is the business problem they are facing and then finding out what is the communications element to solve that problem.”

Advice from Chris Winans to younger public relations professionals:

“Be bold. The client most values the people with the most creative ideas and a willingness to think outside the box.”

“Don’t be afraid to speak up and say the things that need to be said.”

Changing role of technology:

We no longer talk about a single media relations solution. We talk about a paid, earned, owned, integrated media solutions. There are so many channels you cannot rely on a single approach.”

Media Influencers Series: Living in a Branded World

What is the impact of digital communications in the development and launch of successful branding campaigns? What are the tips and tactics for success?

Mike Bako of D S Simon Productions  was joined by leading public relations thought leaders for the Media Influencers Series Webcast: Living in a Branded World live from the DSS studio.

Joining Mike on the webcast sponsored by D S Simon, CommPro.Biz, and OnStream media were: Stacey Cohen, President, Co-Communications, Inc., Michael Levine, prolific writer of PR and marketing communications books including, Guerrilla PR, and A Branded World: Adventures in Public Relations and the Creation of Superbrands, Alan Siegel, one of the best-known and respected figures in the branding business.

To receive a copy of the Media Influencers Report go to www.Dssimon.com/Digital or email: digital@dssimon.com

Watch the full webcast below:

D S Simon releases Media Influencers Report

Communicators are missing out on significant opportunities to earn media with their content in the digital space. That conclusion is yielded from the 2015 D S Simon Media Influencers Report completed by the digital video communications firm D S Simon Productions.

Key findings included:

-76% of digital producers, journalists and bloggers use outside produced video content. Of these, 63% of them are more frequent users.

-We found 74% of respondents will post or link to your unedited video

-While 60% of digital producers, journalists and bloggers anticipate using more video next year, more than a third of those anticipate using much more

-Facebook (69%), Twitter (59%) and LinkedIn (33%) were the most common networks cited by producers who accept pitches via social media

D S Simon CEO Hosts Webinar on The Brian Williams Trust Crisis

DSS CEO Doug Simon hosted “The Brian Williams Trust Crisis: A Critical Time for News Media” webinar for Commprobiz.com with panelists including: Richard Berman, Media Consultant and Former News Editor for the National NBC Nightly News; Steven Gaffney, CEO and President of Steven Gaffney Company, Jim Lukaszewski, President of the Lukaszewski Group Division of Risdall Marketing and Karin Kane, Chief Customer Officer of evolve24.

Discussion topics from the webinar included:
-Reputation management and the impact of this incident on parent company NBC’s bran
-Exploring the conversation and the emotions around the Brian Williams situation
-Sensationalism in today’s news broadcasts
-How the Internet can save American Journalism
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