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.
We wanted to wish you Happy Holidays and offer thanks to our clients, partners and friends who supported us in 2015. It’s been our tradition that we express this thanks by contributing to causes our employees are actively engaged in.
All the best in 2016.
Here are some of the organizations D S Simon Media supports on behalf of our employees.
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.”
Dorothy Crenshaw, Founder and CEO of Crenshaw Communications, joins Doug Simon, President & CEO, of D S Simon Media to discuss the role of the CEO’s in your organizations communications plan and how a strong communicator in the C-Suite can drive the bottom line.
“Today’s CEO needs to be very PR savvy because a CEO that is knowledgeable about PR and really knows how to engage with media and stakeholders if like money in the reputation bank.”
“Video is a gift. You can use video to get the corporate story, a personal point of view, or a change out there.”
“In a substantial company he or she is likely to have a corporate communications team, PR director, a full team ready to assist, but they sometimes don’t involve that team early enough. They wait for something to happen and then they say “Please fix it for us.” It doesn’t work that way. You need to be engaging and to be employing your PR team as a partner whether it’s internal or external. They need to be involved from the get-go so that you can plan the strategy and the proper role of that CEO.”
“(On social media) you can engage with stake holders, with corporate partners, and others through social media. It feels like it is one on one. You can show leadership through bylined content.”
Martin Waxman, President of Martin Waxman Communications, and Doug Simon, President & CEO of D S Simon, discuss the value of video in earning media and why trust continues to be an issues for the public relations industry.
“Trust is a big issue for our industry. What a failing for the profession. Why aren’t we there to do our job and help them (journalists).”
“I think too often PR people think of earned media as earned print media or earned broadcast media, but there is a lot of value in earned digital media.”
“How much more data do we need to see to understand the opportunity in video and using video as earned media.”
DraftKings and FanDuel have banned their employees from playing fantasy games amid allegations of insider information. What are the communications and marketing issues for both sites? Doug Simon, President & CEO of D S Simon, offers analysis on REUTERS.
To watch on REUTERS click here.
Catherine Mathis, Senior VP Chief Communications Officer, of McGraw Hill joins Doug Simon, President & CEO of D S Simon, to discuss the role of storytelling in brand communications and how to connect with your customer base. From the AirPR PR Tech Awards.
“Our minds are made from narrative. From the time we were little and our parents read stories to us to now in corporate America (storytelling) is a very effective way to get across what you are doing at your company.”
“The people that are the very best at what we do in communications know and understand their businesses inside and out. They know the competitors, industry, products, that’s the way they are able to tell wonderful stories.”
“We (McGraw Hill) are going through an extraordinary transformation from print to digital. We are a 125 year old company that is basically a digital startup. Our job in the communications depart is to tell that story.”
What is the role of the CEO in your PR plan:
“We have a fabulous CEO who is articulate and knows the industry, issues, and products inside and out. For us he really is the face of the company, both externally and with employees.”
“If there is one thing that I have learned in my career is that reputations are made from the inside out. It’s the employees who represent the face of the company in all different areas. Employee communications is a critical piece of what anyone in communications should focus on.”
Website: McGraw Hill
LinkedIN: Catherine Mathis
Richard McGill Murphy, Editor in Chief of HP.com Global Marketing, joins Doug Simon, President and CEO of D S Simon on VlogViews to offer insights into how HP is using data to drive brand storytelling. From the AirPR PR Tech Awards.
“Marketing is about data, increasingly it is about using data to inform really good storytelling.”
Who is the audience for the content you create:
“Who is this going out to? Is it going out to the C-Suite, to the IT decision maker, to people in general? All that informs the kind of stories you tell and the way you tell them.”
LinkedIN: Richard McGill Murphy