VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
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Michael Merk, who spearheaded Steelcase’s 100th anniversary in 2012, spoke to Doug Simon, D S Simon, at The Corporate Anniversary Forum, about the importance of utilizing a company milestone to change your company’s message and spur new business.
Michael’s Top Corporate Anniversary Tips:
1. This needs to be a strategic campaign. An anniversary is a moment that you don’t want to waste, so use this opportunity to make sure your company is aligned on a purpose.
2. Use an anniversary to create a public conversation about where your industry is going and how your company fits into the evolution.
3. Showcase your history to show the public why your company does what it does, not what you do.
Richard Edelman, President & CEO of Edelman, the world’s largest independent Public Relations firm, discusses the future or PR.
Richard Edelman’s Three Guiding Principles of PR:
1. We have to be a global enterprise. So we’ve made money in the United States and have consistently invested it outside so today we have fifty-one offices around the world.
2. Public relations is much more than media relations, in fact it’s about stakeholder connection.
3. Trust and transparency. We have to behave in a way so that stakeholders can count on our material as trustworthy and accurate.
This “tour de farce,” uses a Michael Moore style documentary approach to investigate Mr. Moore’s curious opposition to Al Gore in 2000 (when it mattered) and support for him in 2008 (when it doesn’t).
Was Michael Moore involved in a conspiracy with Karl Rove to elect George W. Bush in 2000? What was his motivation? This investigation goes deep inside the White House Media Affairs Office and Michael Moore’s empire and was able to use modern technology to get Michael Moore on the record. What started as a fascinating but shameless effort to build even more traffic to this video blog may have important lessons as to how advocates for change can be even more effective. It’s an approach even Michael Moore might like.
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Winner, National Association of Medical Communicators Health Communications Achievement Award. Sanjay Gupta discusses the important role of Medical Communicators, how to get your story on CNN and the role of the U.S. Surgeon General.
“What we do as doctors, we communicate. More than anything else. We are communicating one on one with patients. But we are also communicating to the masses through the various media. That’s the role of the Surgeon General and the cabinet secretaries. If you can’t get that message through no matter how good it is, it is going to fall flat. So I think that the fact that a person who does television as well as being a doctor would be considered for this position shows the emphasis and consideration for this sort of work, which I think is terrific.”
“The people who are doing it [medical reporting] have to do their homework with great diligence, more so I think than any other scope. But also I think we need to make it engaging as possible to actually send a message that people remember. People tend to change their lives based on the content that they hear and you want to make sure you’re changing those lives, big or small, in a very meaningful positive waRead More
Dan Rather, Managing Editor and Anchor of Dan Rather Reports on HD Net Original Programming, discusses the dangers of the corporatization of news and the media’s culpability for 9/11. Recorded at the Bulldog Media Relations Summit.
Some of Dan’s VlogViews:
“The politicalization and trivialization of news, which is apart from the corporatization of news, had led to a summer, the summer of 2001, just before 9/11, of a kind of go along to get along attitude. The public is more interested in some sensational murder case or the latest celebrity scandal…If the press, myself included, had been doing its job, what the government knew, what the government had been telling our military people, would have raised people’s awareness…It’s a point to ponder when you think about what has happened to the news.”
“I want to make it clear that I’m not anti business. I have worked all my life in for profit news, but [corporatization of news] is a serious problem, partly because it has become a far too cozy relationship between powerful media interests, these big conglomerates and big government…And this does affect the way news is covered and the news people read, hear and seRead More
Kevin Bishop, Vice President & General Manager, IBM, spearheaded IBM’s 100th anniversary celebration in 2011. Today, his work is viewed as the premier example for how other companies can leverage an anniversary. Doug Simon, D S Simon, spoke with Bishop during The Corporate Anniversary Forum to find out from the master himself what is most important when planning an anniversary campaign.
How you can apply Kevin’s experiences to your own corporate anniversary: