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CEO Thought Leadership Series from Trade Show

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Vlog Views

Featured Video Blog Interviews


VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report

 

Joe Marchese, SocialVibe

Joe Marchese, co-founder and President of SocialVibe, discusses the changing role of ad agencies in the social media environment and how his company responds to and facilitates those changes.

Some of Joe’s VlogViews: “Social media isn’t a conversation between a person and a typical publisher, it’s a conversation between a person and another person, who also has a parallel life as a publisher. There is no question that as we move closer to this model that all media becomes earned media.”

“What we are saying is that one hundred percent of the publisher’s share should go to the people, and then that gets divided up how they want. The ad network side is what really deals with the brands and helping them get into social media.”

“When you start asking people to share your brand, all of a sudden your beginning to realize your source of media that is spreading your message is also your consumer, which means you can ask them questions…Look at the results of what you are doing, advertising becomes inherently measurable.”

Check out Joe’s blog for Online Spin, published by Mediapost, a leading online news and s

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PR Thought Leader Steve Cody

Steve Cody, Managing Partner and co-founder of Peppercom, discusses his guiding principles of PR and how he applies those principles to the changing face of the industry.

Some of Steve’s VlogViews: “Focus on innovation. Focus on trying to understand what is keeping our clients up at night. Focus on attracting and retaining the very best people. Focusing on a culture where we take our clients and our business very seriously, but we don’t take ourselves very seriously at all.”

“We in PR aren’t necessarily seen as the digital solution that we should be. Digital, obviously has proven to be the most cost effective one to one marketing tool, but public relations firms still aren’t seen as the go to source.”

“What I get from [stand up comedy] is a lot of intangibles that I bring to the workplace…and that is reading non-verbals, picking up on an audience and the audience can be a new business presentation or a staff meeting…but, because there is only you in front of that audience, you are down to the essentials, you must be able to communicate.”

Peppercom

PR Thought Leader Sabrina Horn

Sabrina Horn, President & CEO of Horn Group, a leading digital communications agency, discusses some of the initiatives she is undertaking at her company, the integration of PR into a more general communications framework and the role that web video plays in her organization.

“Because of the internet, PR has to become more of a general purpose communications visual medium.”

“We are in the business of helping companies deal with change and we don’t deal with change very well ourselves sometimes. And so I think as an industry we have to really get ourselves around how PR is changing.”

“You’re talking about two kinds of business models. An interactive model, which is more projects based and the PR business model, which is more retainer  based. And putting those two under the same roof is tricky.”

“We see facebook, we see myspace. These are horizontal applications for social networks but, I think we are going to see a massive proliferation of niche, vertically made social networks for specific tribes and groups.”

PR Thought Leader Richard Edelman

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.”

Edelman

Check out Richard’s blog for insights from a key industry leader.

Susan Winckler, FDA

Help wanted at the FDA. Susan Winckler, Chief of Staff at the FDA, talks about the 1,300 job openings at the FDA and how they are combating the drop in public trust, in part thought a weekly blog by FDA commissioner, Andrew von Eschenbach. Recorded at the exl Pharma communications conference.

Some of Susan’s VlogViews: “We can communicate so much more quickly and we have so much more data at our disposal. Communication and science has led us to know more things and I think that when things are not handled well, it can inspire people to think that things aren’t working correctly when really the power to identify an outbreak or identify a problem with a drug shows the success of the industry and not a failure.”

“We are hiring about 1,300 folks and some of them are in the communications realm. We need to get better at risk communications and just get better at informing the public what it is we do. In order to be successful, we have to communicate well.”

Michael Rinaldo on Product Placement

Michael Rinaldo, Senior Vice President, Global Healthcare for Fleishman-Hillard argues for product placement on television for Pharma companies. While the FCC calls for tighter rules on product placement, PR industry thought leader, Michael Rinaldo stakes out a position that Pharma companies should get more involved in this controversial practice. Recorded at the exlPharma Communications Conference.

Some of Michael’s VlogViews:

“I think the healthcare companies and the pharmaceutical companies aren’t taking enough advantage yet.”

“If your telling a public health message, relying only on traditional newspapers, you’re not going to get the job done…When you look at the influence of talk shows and entertainment, certain parts of the population especially are tuned in to those very kinds of programs.”

“As long as you’re putting it through the right filters: Is it done with integrity? Is it done with the patient’s best interests in mind? I don’t think it’s any different from the things we already do.”

“Well over sixty percent and even seventy percent of brands on TV shows are tied back to where money has been put on the table.”

“If the FCC passed product placement disclosure during the television program, I think it would kill the whole process of what goes on right now on TV and

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Scott Hensley, Wall Street Journal Health Blog

Scott Hensley, News Editor at the Wall Street Journal Health Blog talks about maintaining high journalistic standards in the 24/7 news cycle and the blogs he checks out to get his information. Recorded at the exlPharma Communications Conference.

Some of Scott’s VlogViews: “There is a paradox in that the very life saving nature of the industry’s products make people more upset about any mistakes. For products people fine so important to their lives, they become more concerned about potential problems.”

“I am looking for blogs that contain specialized information that I don’t know much about. KevinMd.com is a really good source of information for medicine and what is on the minds of primary care physicians, the happy hospitalist is another niche written by a physician who take care of patients in the hospital who writes about patient care, one other that I like is aggravated doc surg, which you can learn a lot through his humorous anecdotes.” Check out The Wall Street Journal’s Health Blog.

Lisa Bodell: FutureThink for Communicators

Lisa Bodell, CEO of FutureThink and fellow University of Michigan Alum on what a futurist does (hint: she’s not picking stocks) and how it applies to communications. Recorded after her keynote address at the exlPharma communications conference.

Some of Lisa’s VlogViews: “Futurists look at how all trends come together and how they effect things in not just six months but in ten to twenty years.” “If you want to know what the future is, go and google it. So one of the things we tell people is type something in and add a time frame to it. See the results come up and dig deep.” Check out futurethink. Everything you need to innovate.

Terrie Williams, PR Legend

Celebrity PR maven, entrepreneur, author and public speaker Terrie Williams offers the basics needed to navigate in these changing times.

Some of Terrie’s VlogViews: “There are massive layoffs and everything is downsizing and restructuring and as I said that is a fact of life, but how you communicate during these times is really what is essential.”

“Companies need to pay attention to the mental and emotional health of their employees.”

 

“It’s all about the visual and I think that to begin the conversation, with your employees video is an excellent way to begin the conversation.”

The Terrie Williams Agency

Michael Rinaldo on Product Placement

Michael Rinaldo, Senior Vice President, Global Healthcare for Fleishman-Hillard argues for product placement on television for Pharma companies. While the FCC calls for tighter rules on product placement, PR industry thought leader, Michael Rinaldo stakes out a position that Pharma companies should get more involved in this controversial practice. Recorded at the exlPharma Communications Conference.

Some of Michael’s VlogViews: “I think the healthcare companies and the pharmaceutical companies aren’t taking enough advantage yet.” “If your telling a public health message, relying only on traditional newspapers, you’re not going to get the job done…When you look at the influence of talk shows and entertainment, certain parts of the population especially are tuned in to those very kinds of programs.” “As long as you’re putting it through the right filters: Is it done with integrity? Is it done with the patient’s best interests in mind? I don’t think it’s any different from the things we already do.” “Well over sixty percent and even seventy percent of brands on TV shows are tied back to where money has been put on the table.” “If the FCC passed product placement disclosure during the television program, I think it would kill the whole process of what goes on right now on TV and I

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