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CEO Thought Leadership Series from Trade Show

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What CMO’s are Thinking About

Sheryl Pattek, VP, Principal Analyst Serving CMO’s, of Forrester joins Doug Simon, President & CEO of D S Simon to discuss what CMO’s are thinking about and how they are trying to understand consumer behavior.

“What we see as being on the minds of our CMO clients is thinking about how the marketplace is changing where empowered customers are really driving the needs for marketers to adapt their strategies to be more customer centric than company or product centric. They are rethinking their approach to be outside in rather than inside out.”

“CMO’s are also struggling to integrate this omni-channel approach and understanding customer behavior by having that singular view of customer behavior across all those channels.”

“Align your communications and your approaches to be on the right channels, with the right content, at the right time in the buyer’s journey to match up what you are doing with the buyer’s needs.”

 

Website: Forrester Research

Twiiter: @DSSimonDoug

Bio: Sheryl Pattek

How to Maximize Your CEO as a Public Relations Tool

Doug Simon, President & CEO, of D S Simon is joined by SiriusXM Sr. VP of Comm., Patrick Reilly to discuss the role of the CEO in your public relations and communications strategies. From the AirPR PR Tech Awards.

Patrick’s VlogViews:

“The communications strategy can’t be formed unless you know the personality and have lived with who that CEO is. It can’t be a strategy that drives the CEO. You need to wrap the strategy around who the CEO is. Let the CEO be the true voice of the company.”

“There are no communications strategies that can fix a bad product. You can only propel a very good product. One on one communication with key media outlets (is the strategy). We like to strategize, we like to prepare, but we like to engage. The product reaches so many different people, we don’t break it off into trade or consumer.”

Website: SiriusXM

LinkedIN: Patrick Reilly

Twitter: @DSSimonDoug

Using Analytics to Drive Your Public Relations Strategy

Ken Wincko, SVP Marketing at PR Newswire and Doug Simon, President & CEO of D S Simon, discuss how your brand can drive growth through the use of analytics when planning your next campaign. From the AirPR PR Tech Awards.

Ken’s VlogViews:

“A lot of organizations from a marketing and PR perspective don’t really think about is the role of technology and analytics. Thinking about new ways to utilize PR to drive revenue and growth for the company.”

“We have been able to build content that aligns with the buyer’s journey in a multi-channeled way using earned media channels like PR and social that combine with other channels to drive our growth.”

“There is a great use for PR from the content marketing perspective. It is the pull versus the push. If you use your own thought leadership content and distribute it through a network, you can actually get engagement with buyers and key influencers.”

More information:

Twitter: @DSSimonDoug

Twitter: @KenWincko

Website: PRNewswire

Using Social Media to Drive Earned Media Coverage

Doug Simon, President & CEO of D S Simon, and Greg Galant, CEO of Sawhorse Media, discuss how using social media can drive earned media coverage of your content. Greg also provides background on the Shorty Awards and Muck Rack.

Greg’s VlogViews:

“Even if all you care about is getting something on the front page of the Wall Street Journal, you have to integrate social media because a journalist – and you know I saw you guys had these stats and we’ve seen it too – they use social media to figure out what they are going to write about. They’re on social media mostly Twitter, Facebook to a large degree and other social platforms to a lesser degree, constantly monitoring what’s being said: what are their colleagues up to, what are their sources up to and that’s what’s going to determine what’s in print, what’s on TV, what on the radio.”

“It’s great to see the statistics really back up what we’ve seen firsthand. When people think about social media, they generally think: we are going to do PR the way we’ve always done it then were going to have our social media department and they are going to tweet out from our handle and post a Facebook for us and that’s that, but really social media has changed the entire way the news business work and the way that journalist work.”

“Journalist are experts at figuring out what’s fluff and what’s real. I think every internet user is getting much more discerning because they are exposed to. I think we are going to continue to see internet user just get more sophisticated about what they’re going to click on and what they’re going to read.”

Advertising Made Interactive by Social Media

Nick Hasse, ‎Social and Digital Marketing Technology Entrepreneur, CEO at Loot!, joins Mike Bako, Marketing Manager at D S Simon, to discuss ways that brands can engage with customer and reward them for sharing their experiences across social platforms.

Nick Hasse’s VlogViews:

“Social media is taking over the entire entertainment industry as a whole so it’s a really exciting time; it is no longer an option to try to be social and figure that out.”

“Brands have to get in there and start to be innovative and become media channels to help bringing people into their ecosystem or they’re going to lose out.”

“I tell brands to start engaging with your customers, the people who are actually part of your brand because that’s who you depend on, why not let them feel the love why not let them get engage and get excited about your brand, that’s how you build that advocacy  group of customers that any successful business thrives on.”

 

How Republicans Can Stop Donald Trump

Doug Simon, President and CEO of D S Simon, offers his analysis on how “establishment” Republicans are taking the wrong communications approach to stop him…and what they should do.

 

 

Doug Simon’s VlogViews:

How to stop Trump:

“It is not easy for Republicans because in part they’ll have to go against some of the ideological positions they’ve been pushing all these years but they have to think that way because Trump, if he’s anything, is an unorthodox candidate in an unorthodox period of time.”

“There are numerous examples in states across the country; many of them key battle ground states, Florida, one in particular where this situation exists. So the prescription for Republicans if they want to stop Trump, stop what you’re doing with the typical establishment demagoguery and go after him as an opportunist whose been bilking the middle class his whole career to get rich and now will do that again as he gets more power.”

“Here’s one quick example that was recently cited in the National Review: Do you think Donald Trump needed a hand out to build Trump Tower and profit from it? Probably not. However, he received 164 million dollars in tax abatements that shifted cost to middle class New Yorkers so he could build and profit from Trump Tower. Does that seem fair? Probably not.”

Establishment attacks on Trump are ineffective:

“Jeb Bush recently put out a piece on his website that said “Donald Trump is not the conservative he claims to be.” This is a very typical establishment response that’s going to be ineffective to the key audiences. Donald Trump did all he needed to do to establish his bonafides by becoming a lead of the birther movement. This was a very savvy move by him early on.”

 

 

 

 

BEST PRACTICES TO EARN MEDIA CROSS-PLATFORM WITH HEATHER WHALING

Heather Whaling, Founder and CEO of Geben Communicationsjoins Doug Simon, President & CEO of D S Simon, to discuss findings of the Media Influencers Report and how brands can earn media cross-platform.

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

Heather’s VlogViews:

“It was disheartening to see the number of media who said they had been burned by PR people or misled by PR people, certainly that is not a good thing for our industry. It does create an opportunity for those of us who are building really good positive relationships with the media. There are so many out there doing it wrong that if you are doing it right it reinforces why the media are so willing to work with the same PR people over and over.”

“I was surprised to see the data around how willing the media are, particularly television, to use third party video, I think that creates an opportunity for PR people to tell their stories to broader audiences in new ways.”

“I think it goes back to in your relationships and in your dealings with the media. Being open and honest as much as you can, whether it be through disclosures or is someone available to talk to them at that time or what are those details that led to the specific situation happening is important.”

“Make sure your social is appropriate for all the audiences you’ll be touching. I was on a panel with the Human Rights Campaign and they talked about how they’re placing highly targeted ads targeting specific journalists that they want to make sure see the videos so that it’s not just the journalists getting it organically on their feeds or in an email. I think this is a really interesting and smart way to connect with journalists beyond just our traditional approaches.”

TURNING TRUST AND TRANSPARENCY INTO EARNED MEDIA WITH GINI DIETRICH

Gini Dietrich, author of the book and blog Spin Sucks, joins Doug Simon, President & CEO of D S Simon, to discuss the value of being transparent with journalists and how earning their trust can help lead to earning media with your content.

Doug and Gini also discuss the findings of the D S Simon Media Influencers Report. If you would like a copy of the D S Simon Media Influencers Report: please click here.

Gini Dietrich’s VlogViews:

“It’s interesting. It used to be you could build relationships with journalists and have those relationships that go throughout your career and you use those relationships that go throughout your career. That all has been flipped on its head. And so, for those of us with experience and who remember the old ways it is kinda like, how do we do this now? Are we supposed to use social media because that seems very strange, but of course it works. And then with the newer, younger professionals they don’t know any other way to do it.  So there is this collide of how the heck are we supposed to be earning media. And to your point, if you’re creating compelling content, the media want it! They want to syndicate, they want to aggregate, and they want to curate it. It’s almost easier now than it use to be!”

“It’s astounding to me that Americans spend 152 hours a month watching some sort of television. Video, online videos, Netflix, TV. That is five hours a day. I don’t know who has the time. But it actually is good for communicators, because as we evolve multimedia pieces into our communications, it makes for something very powerful for us.”

“I think what is interesting is that trust and transparency piece in the report, there’s a couple of things in there that I thought were interesting. Proper disclosure around spokesperson is not attributed, so journalists can’t use the video because of that.  The idea that we aren’t being completely transparent and authentic, that also leads to journalists don’t trust us. The statistic was really pretty high in that journalists don’t trust communications because we aren’t doing the basics such as disclosure.

“There is that traditional old way of doing things and that was to keep things very close to the vest. And not say that so and so is your spokesperson. The fact that it would be 70%. If it’s 70% higher that they’ll run it if you disclose, and it’s required by the FTC to disclose, why wouldn’t you do it? It makes no sense. “

“Don’t try to mass distribute something. If you have a video you’ve created, or other multimedia pieces that you are doing with your news release, make sure that it is to targeted relationships that you are either building or have already built. And disclose anything that you can, because you have a higher likelihood of it being place of it being placed than if it’s not.”

How to Use Trade Shows and Live Events to Grow Your Organization

13 billion dollars, that’s how much money is spent on trade shows in the US. Are you making sure you are getting the most value for your organization?

We are offering a free consultation to help you plan for your next trade show or event. Please call 212.736.2727 or email: News@dssimon.com

Here are Five Ways to Use Trade Shows and Live Events to Grow Business:

  1. Establish your CEO as the industry thought leader
  2. Connect with top prospects and key influencers
  3. Create awareness for your new products/service introductions
  4. Earn digital coverage that improves your bottom line
  5. Increase your share of voice

 

Humanizing data and driving earned media with Rebekah Iliff

Rebekah Illif, Chief Strategy Officer at AirPR, joins Doug Simon, CEO & President of D S Simon, to discuss the findings of the 2015 Media Influencers Report and how humanizing data and understanding your audience can help you earn media with your content.

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

Rebekah Iliff’s VlogViews:

“Treat a journalist like they’re a person, and understand their audience, and look at them like you would look at yourself, what kind of information do you want to consume? We’re all human here. It goes back to that point of humanizing data, treat them like people and understand their viewpoint and give them content that they can use and makes their job easier.”

“At AirPR, [humanizing data] means looking at data, analyzing data and then helping PR professionals really put a human component and critical thinking to that, so they can use data to empower them to do their jobs better”

“We get enamored with technology and the truth is that we still need to use our critical thinking in order to really make sense to it”

“[The Media Influencers Report by D S Simon] was really interesting; I thought there were 3 things that were interesting.

  •  The first was this idea of trust and how over the past several years because of data, journalists have access to things they didn’t have before. So PR people who aren’t really empathizing or understanding where a journalist is coming from, loose trust. So that’s one of the biggest things I saw, just having data around that and that it is a real thing was quite insightful.
  • The second to me was the majority of journalists and producers that really want video content fed to them because their jobs are so difficult now and they have so much going on that if you can produce informative, educational content then they’ll use it. I think the number was something around 76% of them, which is a pretty big majority, I was shocked.”
  •  The third was in my opinion; these numbers really indicate that produced content and relevant content is an opportunity for PR professionals to make that part of the PR pie. So build the trust with the journalist, feed them the content and then really start looking at that as part of your strategy and make sure it’s relevant to their audience.”

 

Doug Simon’s VlogViews:

“Around 76% of journalists and producers want video content fed to them, this is the number that will use outside of produced video content and it’s a huge opportunity for PR because a lot of this content is completely produced by the organization so you’re allowed to get your message out in the form you want it presented through the right type of video.”

“One of the things that is often overlooked by communicators when creating video content is the idea that you want to work backwards from where you want to see that content placed, making sure it’s the right fit for them, sometimes it’s not always the same piece of content. Interestingly, we found you can actually offer exclusives separate from the video, so you can get the same video placed in multiple places by sharing exclusive information just for that online or broadcast media outlet.”

“69% of the digital journalists said they would be more likely to look at content and consider posting it if it had proper disclosure, and so there are great opportunities for communicators, just by doing the right thing to increase the likelihood their content will be used.”

 

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