VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
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Eric Morgenstern, President & CEO of Morningstar Communications, shares with Doug Simon, the reason why he’s attended the Counselors Academy Conference for the past 17 years. He says it’s all about being a lifelong learner and evolving with the industry.
“You have to be a lifelong learner in this business. We’re all doing things that didn’t even exist a half dozen years ago. But one of the things that we certainly embrace is the concept of constant course corrections, or, continuous improvement.”
“Like most leaders in most industries, we believe that an educated buyer of our products and services, is a great customer. We find the ones that really embrace it become and evolve better, and the ones that don’t, well, we move on. It’s a never-ending educational challenge, both internally and with our clients, to make sure they understand what is the value that we’re providing and what changes do we need to enhance that value”
“There is achievement, and then there’s overachievement. And if we’re not hitting achievement, then no one’s happy. But we’re always striving for those stretch goals, or the overachievement levels.”
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Mike Neumeier, Principal at Arketi Group, a technology PR and digital marketing agency, speaks with Doug Simon at the 2014 Counselors Academy Conference about how he utilizes marketing automation to keep his agency top of mind with existing and new clients.
“Find a way to get thought leadership out in front of them, offers out in front of them, and different bits of information to keep them engaged so that when they’re ready to pull the trigger, they’re contacting you. Marketing automation tools really let the practitioner make that happen for their clients today.”
“It’s about lead nurturing, not just lead generation. So being able to use sophisticated marketing automations tools that let you do a drip campaign to constantly stay in front of people that have been on your website.
“Thought leadership’s great, because no one wants just constant promotions. They don’t even want white papers; they want infographics, they want point-of-view articles.”
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Dan Hartlage, Principal at Guthrie/Mayes in Louisville, speaks to Doug Simon at this year’s PRSA Counselors Academy Conference in Key West, FL, about the importance of media training now that companies and organizations are using experts as opposed to PR professionals as spokespeople.
“The industry has evolved to the point where it’s all about getting accurate, good, concise information, to media that’s in the right perspective. And why not have someone convey the information who actually is involved in the day-to-day operations.”
“They are subject matter experts, which does not necessarily mean they’re good communicators. So, from a media training standpoint, there’s a lot of work to be done.”
“Bottom line is, go in with three key messages, and things you want to talk about, that are important to the interview. Because, why do an interview, if you don’t have some things you want to talk about?”
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Mike Doyle, presenter at the PRSA-NY 2014 Big Apple Awards and partner at Ketchum, spoke with Doug Simon about why he believes, no matter how the communications field evolves, the public relations industry will always be grounded in talented people and authenticity.
“What hasn’t changed, no matter where we’re evolving, is talent. It’s still, and will always be, a talent game. It’s important to make sure that we are retaining the best talent that we have and that we’re attracting the best talent that the industry has.”
“We believe it starts with earned, which is where our industry started, which is why we have a right to start there and an obligation to start there, but it’s also in hiring and retaining talent that understand and appreciate that, and approach work from an idea-centered model, not a channel-specific.”
“When you think about the nature of our profession and where it really started, the anchor of our profession is all about credibility and authenticity. There’s no other discipline that knows, appreciates, and understands what that means as much as the earned space, which is why it starts there and certainly has to grow from there.”
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PRSA National President, Joseph Cohen, in conversation with Doug Simon, congratulates the New York chapter for its tremendous job raising the bar for the PR industry, how he plans for utilize his position to move the industry forward and what he still has planned for PRSA.
“Social media has helped to level the playing field between the disciplines. Now it’s less about having a seat; it’s about having a lead seat and really positioning PR to be a lead strategic discipline that is helping to drive strategy.”
“In the past we used to say that we would help our members be great professionals and how to think like a journalist; but now, in order to do this job at the highest level and to do it right, you need to be thinking like a CEO, CMO, publisher, and of course, like a journalist as well.”
“PRSA-NY does a really good job of educating its members and professionals in the area on how to succeed and grow in this environment, and that’s something that is directly reflective of the priorities we have at national, so the work that they do is great.”
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This year at the 2014 Big Apple Awards, Harry Zlokower of Zlokower Group was presented with the esteemed Philip Dorf Award. Before receiving his honor, Harry spoke with Doug Simon about why mentoring young PR professionals has been such an important part of his career.
“I like to help young professionals understand concepts and be patient with them.”
“I think managers have to set goals and standards, and be able to direct. But a lot of managing, I’m certain, in a professional area, has to do with setting an example with being patient, teaching, and showing positive reinforcement to people that you work with.”
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Before winning the PRSA-NY President’s Award at this year’s Big Apple Awards, Deb Radman, Principal at Radman Communications, spoke with Doug Simon about how PRSA has bettered her career and her utter shock at being recognized with such an honor.
“Involvement in this organization is invaluable from the standpoint of the lifelong friendships that you make, the business connections and the networking, and most importantly, people who are willing to share their wisdom, trials, wins, failures.”
“I grew up in this organization; it gave me the mentoring I needed, and it allowed me and many other people to learn how to teach and give back to other young people to perpetuate what it is we do in this continually evolving business.”
“For me, it caps a career of really being involved in PRSA and I can’t believe in it more than I do today.”
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Art Stevens and Khaled Hassan, the recipient of the 2014 Art Stevens Scholarship, speak with Doug Simon at the 2014 Big Apple Awards, about how Khaled stood out above all the other applicants and emerged the winner of this year’s scholarship.
“City College has meant so much to me in my lifetime and my career, and at a certain point, I wanted to give something back to City College, as well as to PRSA New York. I decided to come up with a scholarship program that would award a student majoring in Public Relations at the wonderful City College Public Relations Program.” – Art Stevens
“Following my passions has sort of just built into my resume. My ambition, if you will, has turned into that.” – Khaled Hassan
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Right before taking the stage to accept the John W. Hill Award at the PRSA-NY 2014 Big Apple Awards, Bill Doescher, President & CEO of the Doescher Group, in conversation with Doug Simon, tells us how he made it to this prestigious milestone in his career and shares his advice for fellow PR professionals.
“I’m a former sports writer, and often wondered what it’d be like to be selected to the Baseball Hall of Fame in Cooperstown. Well, I don’t qualify to be in the Baseball Hall of Fame, but this is my Cooperstown, and I’m really pleased to be here.”
“Don’t give up on your dreams. Now, one of the wildest dreams I would never have is I’d be slapped with a John Hill Award, but don’t give up on your dream.”
“I start out by telling the students that you must be a good writer to be successful in PR; but you must be a good writer to be successful if you’re a CEO. So, some of the people coming out of schools these days better learn to be good writers or they’re not going to be successful in PR.”
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Cindy Riccio, President and Founder of CRC, explains her agency’s method for success, the C3 formula, to Doug Simon at the PRSA 2014 Counselors Academy Conference, and how she’s successfully created, connected and communicated her clients’ initiatives for the past seven years.
“What we’ve identified is a C3 formula at CRC. It’s Create, Connect, and Communicate. With that we’ve been very successful with helping brands to really create some successful campaigns.”
“We guide them through their needs by really listening. Getting a clear understanding of what their challenges are so that we can create solutions, and meaningful solutions.”
“One of the things that we’re really doing is focusing on our point of difference. How are we unique, and how can we help brands cut through the clutter.”