VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
As Donald Trump bulldozes his way to the Republican nomination, Doug Simon, President & CEO of D S Simon Media, explains what Trump can do to virtually assure he would win the presidential race against Hillary Clinton.
“If Trump selects John Kasich, Governor of Ohio, even though he hasn’t preformed well in the primary, he’s someone who would not fire up the Democratic base to come out en masse and Trump will have a clear path to victory.
The practice of public relations for years depended on rational storytelling of facts, stats and proof points that aligned with key messages and were broadcast and told through third party mass media.
The social Web brings to the forefront the value of public relationships that are now build through direct connections with business’ stakeholders –investors, customers, employees and communities of interest. Today, these public relationships require stories that are relevant, contextual and ones that can build deeper connections with stakeholders.
Mike Bako, Marketing Director at D S Simon Media, critiques the crisis communication fail by Peyton Manning and his public relations team as allegations hit the headlines of sexual assault claims dating back to his time at the University of Tennessee.
Peyton was quick to offer an outright denial of recent HGH usage claims but has been totally silent on this new lawsuit and media coverage. He needs to tell his side of the story before more harm is done to his reputation and possible future endorsement opportunities.
1. She has trapped herself as a less aspirational version of Bernie Sanders in the debates. While she can still ground out a win she might have trouble energizing an important Democratic base. In her communications she needs to spend more time contrasting herself with Senators Cruz and Rubio. Two of her best moments in the February 11 debate were when she mentioned Wisconsin Governor Walker by name. She needs to do more of that with Cruz and Rubio.
2. Improve crisis communications on the Wall Street speeches angle. One of the earliest steps in effective crisis communications is establishing perspective. As Mother Jones reported in a critical piece, she gave more than 90 speeches. The vast minority were to Wall Street with many of them to universities, religious organizations and non-profits popular with democratic voters. Many were also unpaid. Did you have that perspective?
3. Pick Elizabeth Warren to be her running mate. It might not get Senator Warren to endorse her now but it willRead More
Shriners Hospitals for Children® announces former U.S. President Jimmy Carter and Mrs. Carter as Ambassadors for the organization. As part of their support, Nobel Peace Prize recipient and noted humanitarian, Mr. Carter appeared in a Valentine’s Day themed Shriners Hospitals for Children public service announcement (PSA).
A proprietary branded media site was used to distribute this PSA nationally to PSA Directors, Station Managers, and Community Directors at broadcast and digital outlets across the country.
Be Seen. Be Heard. D S Simon can help you reach customers, media, and influencers. How do they see your brand?
Cam Newton was a Super Bowl 50 loser on the field and he earns a Media Training Minute grade of F for walking out on his post game press conference. After a successful year on the field and off the field building his brand, will this hurt his marketability long term? What can communicators and marketers learn about dealing with the media and preparing your spokesperson for tough interviews.
The Broncos weren’t the only winners over Super Bowl weekend. Who won the Super Bowl ad pre-game show? Doug Simon, President & CEO of D S Simon Media, provides insights into the celebrity spots that were most shared before the game featuring Drake, Ryan Reynolds, Alec Baldwin and Chris Martin of Coldplay for T-Mobile, Hyundai, Amazon and Pepsi.
Other big winners who weren’t on the field? NFL players Antonio Brown of the Steelers, Colts Punter Pat McAfee and former Seahawks long snapper Nate Boyer all set Guinness World Record records that were broadcast on NFL Network. Attempting to set a Guinness World Record is a fantastic way to get exposure for your client and the opportunity has just gotten better.
D S Simon Media and Guinness World Records have partnered on a joint marketing initiative to maximize media coverage of record breaking attempts.
You don’t need a five million dollar commercial budget to create Super Bowl buzz. Smart marketers need to leverage the pre-game buzz of the game to amplify their campaign’s message. There is no better starting point than the spokesperson you pick and how their authenticity cuts through all the media clutter.
Mike Bako, D S Simon Media’s Marketing Director, provides insight into two recent Super Bowl campaigns executed by D S Simon featuring retired NFL Hall of Famer and prostate cancer survivor, Michael Haynes, and retired NFL player, former Travel Channel host, and food enthusiast Dhani Jones.
Big names might be appealing, but a spokesperson should not just be a hired gun who has no connection to the campaign or cause. Media and consumers are more sophisticated than ever and can see right through an athlete or celebrity just looking to cash a paycheck. Real connections and experiences with the product or cause will help your message resonate with the media and consumers.
Another tactic to create buzz is to release your commercial spot before the big game. Brands that have done this have created pre-game buzz and have benefited from the sharing of the spots on social channels.
Four of the top ten most shared spots have featured a celebrity spokesperson:
4) T-Mobile – Restricted Bling
Total Shares – 115,168
7) Hyundai – Ryanville
Total shares: 49,215
Celebrity: Ryan Reynolds
8) Amazon.com – Cheese Footballs #BaldwinBowl
Total shares: 47,448
Celebrity: Alec Baldwin
10) Pepsi – The Rumors Are TRead More
For more information on the new FTC guidelines:
So what does PR need to do to own Native Advertising?
The result will be better serving our client’s and the public, grabbing the lion’s share of digital marketing dollars and changing our reputation foRead More