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CEO Thought Leadership Series from Trade Show

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SPOKEies™ University with Lewis Goldberg

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.

Key Quotes:

“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.”

PHRMA’s CCO – Leading an Association’s Communications

Christian Clymer, VP of Public Affairs and Communications at PhRMA discusses navigating change.

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.

Where United Went Wrong: Doug Simon Gives His Take On Their PR Nightmare

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.”

Check Point Software and Toys ‘R Us Influencers: Why we use in-house spokespeople

Leading IT security firm Check Point Software and top retailer Toys ‘R Us decided to stay in-house when choosing a spokesperson for their Influencer Media Tours. Here’s why:

Michael Shaulov, a Senior Executive at Check Point Software said, “We are in the ecosystem day and night. When we talk about these topics we are more credible then someone you might bring from the outside because we can bring real examples that we’ve experienced.”

Nicole Hayes, a Spokesmom from Toys ‘R Us said, “We truly value what we do in bringing our expert toy opinions to the media so you get that inside look and that true inside opinion from us directly.”

4 Reasons YOU Should Use Internal Spokespeople

Tameeka Henry has a cool job at D S Simon Media. She gets to watch TV…a lot! What she’s actually watching is thousands of television and online media interviews we’ve booked for our clients. Some use their own spokespeople, from the CEO to their kid reporter. Others rely on third-party spokespeople. What are the pros and cons of each? Tameeka offers some key takeaways in this short video.

4 Reasons:

  • Authenticity – the interviews flow better because the internal spokesperson will naturally be more enthusiastic. Also, gives the story more credibility because its coming directly from the source.
  • Knowledge – an internal spokesperson is more knowledgeable about the brand and can often answer questions in greater depth as well as provide valuable local information that a third-party spokesperson might not have been privy to
  • Exclusivity – an internal spokesperson only represents your brand whereas an external spokesperson could be working with multiple brands at once.
  • Control/ Less of a Hassle – Aside from allowing employees the opportunity to shine for all their hard work hiring an internal spokesperson allows more control of the campaign from beginning to the end.

Influencer Marketing: TOP TRENDS of 2017 So Far

The Client Services team at D S Simon Media share some of the Influencer Marketing trends for the beginning of 2017. Check out what they had to say!

Our Big Takeaways:

-Influencer Marketing grows.

-The media environment improves.

-The Super Bowl of Marketing.

The Team at D S Simon Media Shares Their Favorite Super Bowl LI Commercials

Drew Penkala, Marketing/Communications Associate at D S Simon Media, sat down with the D S Simon team to hear which Super Bowl LI commercials were some of their favorites this year. Let’s see what they had to say!

Some of our favorite Super Bowl LI commercials incorporated comedy, heart-felt stories, and messages of diversity and inclusion. Let us know what some of your favorite ads were this year! Send an email to drewpen@dssimon.com and give us your thoughts.

It was a first: Publishers Clearing House and the story of the first Live On-Location Super Bowl ad

If you are a fan of Super Bowl commercials you are aware of the headlines Snickers is making for their plans to run the first live commercial during the Super Bowl. The ad, starring actor Adam Driver, will be broadcast on February 5 during the most-watched live TV event in the U.S.

What you might not know is that the first live on-location spot to air as part of a Super Bowl broadcast was actually in 1995. Publishers Clearing House surprised its $10 million winner by broadcasting the spot live with an intro by their own Todd Sloane as the Prize Patrol surprised the winner at the door. The spots aired during the first commercial break of the post-game show.

Forget about rehearsal, this was the only Super Bowl commercial that the stars didn’t know they were set to appear until moments before it aired. Mary Ann Brandt opened the front door to find lights, cameras, and PCH executives declaring her the winner of the $10 million Publishers Clearing House prize. If  she saved her winnings Mary Ann would be able to buy a commercial spot on this year’s telecast for a cool 5 million dollars.

The commercials were produced and directed by D S Simon Media. PCH and D S Simon partnered for a total of 21 live spots from 1995-2002 including 8 Super Bowls.

“What was exciting about the entire process is that we did not know who the winner was going to be until Tuesday of Super Bowl week. The it was rush to put all the pieces of the production together and see the joy on the winners face” said Doug Simon, producer of the commercial and President & CEO of D S Simon Media.

Other notables appearing in the Publishers Clearing House commercials include Tom Bergeron, the current host of ABC’s Dancing with the Stars

Here’s how Dateline NBC covered the live commercial story in January, 1995.

Communication Strategies for Changes to Obamacare

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.

Crisis Plan if Trump Attacks Your Brand

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.

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