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DeFazio Communications IABC Heritage Presentation--PR on Steroids: How Contributors are Changing Media Relations

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DeFazio Communications IABC Heritage Presentation--PR on Steroids: How Contributors are Changing Media Relations

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The #IABC19 Conference just wrapped up in Detroit, and I had a great time leading a breakout session on the potential for Contributorships as a developing trend in the PR industry.

Contributorships are an important part of our client communications strategies at DeFazio Communications. Rather than pitching stories to the media and fighting for coverage, we establish our clients as regular contributors at major media outlets that their prospects read. This allows them to control the editorial agenda, the content, and the timing.

The #IABC19 Conference just wrapped up in Detroit, and I had a great time leading a breakout session on the potential for Contributorships as a developing trend in the PR industry.

Contributorships are an important part of our client communications strategies at DeFazio Communications. Rather than pitching stories to the media and fighting for coverage, we establish our clients as regular contributors at major media outlets that their prospects read. This allows them to control the editorial agenda, the content, and the timing.

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DeFazio Communications IABC Heritage Presentation--PR on Steroids: How Contributors are Changing Media Relations

  1. 1. PR on Steroids: How Contributors are Changing Media Relations Tony DeFazio Principal, DeFazio Communications
  2. 2. Tony DeFazio Tony DeFazio is a public relations professional with 25 years of experience developing impactful and results-oriented media relations campaigns for both private and public companies. � Respected agency executive and entrepreneur who has successfully built and exited two agencies. � Excels at crafting narratives, building client relationships, pitching media and influencer engagement. � Placed thousands of stories media from The New York Times and The Wall Street Journal to Huffington Post. His clients have appeared regularly on CNBC, FOX Business and Bloomberg TV. � Elected President of the International Association of Business Communicators (IABC), Philadelphia and Heritage Region Chapters.
  3. 3. David R. Evanson David R. Evanson is a business writer and media consultant. Through his assignments over the last 30 years, David Evanson has gained specialized expertise in business, finance and entrepreneurship. � Expertise providing organizations with media partnerships, editorial services and media placements. � Published more than 3,000 articles. � Written 50 business plans for companies, two achieved billion- dollar valuations. � Published more than half a dozen books including Where To Go When The Bank Says No for Bloomberg Press and Where’s The Money for Entrepreneur Media.
  4. 4. A Dim Picture…
  5. 5. But Wait…
  6. 6. Media Partnerships
  7. 7. Business Ethics Magazine is collaborating with the CFA Institute on an eight-article series…
  8. 8. It sure feels like we have been on a very bad online date…
  9. 9. Media Partnerships Benefits and Advantages � Maintain Control: ̶ editorial agenda; ̶ timing of placements; and ̶ length and subject matter. � Retention of copyright! � Powers social media programs and website SEO.
  10. 10. Mohini Singh, ACA Director of Financial Reporting, CFA Institute…
  11. 11. Subject MatterSTAMIN A Structured Data Events Coverage Out takes and or recordings from November 2017 events with NYSSA/XBRL US and French Society of Securities Analysts. An End To End Look At Fin’l Reporting In a recent study CFA Institute examined the current financial reporting process from end to end. We then assessed the inefficiencies in the system and the ways that structured data (such as eXtensible Business Reporting Language [XBRL]), data analytics, and technology could potentially improve that process Investor’s Aren’t Not Overloaded, Technology Is Underutilized So far, implementation of data structuring using XBRL has been seen as an extension of the financial reporting process, allowing data capture at the end of the process for the filing of documents with regulators. In the future, we need a discussion of how technology can be utilized not only at the end of the process but at the very beginning to ensure the structuring of a greater amount of data and timeliness. Repairing the Mismatch on Materiality Thresholds Materiality is an important aspect of disclosure reform that has received growing interest from the accounting and auditing standard-setting and regulatory bodies. In addition, the industry is demanding greater clarity on how to apply materiality to financial statement disclosures in the face of perceived proliferation of disclosures. Furthermore, materiality needs to be evaluated closely because investors have indicated that financial statements do not include an o bvious amount of immaterial information. Realizing Potential Requires Continuous Improvement The use of XBRL is still developing. There are several important areas related to data quality and accessibility that still need improvement. Three basic, but important issues, relate to who needs the information, what information is needed, and when is it needed. Do Financial Disclosures Really Need to Be Curtailed? Over time, many generalized claims have been made that financial statement disclosures contain voluminous, unnecessary, redundant, and even immaterial information, and therefore, disclosures need to be curtailed to only what is essential. However, the focus should not simply be on reducing the perceived burden on preparers. It is also important to consider what reducing disclosure requirements would mean for investors Structured Data Myths: It Costs More Many companies complain that submitting their filings to regulators in a structured format (such as using XBRL) increases reporting costs for the company. However, by transforming regulatory reporting from documents into data, we can make markets more efficient, empower investors, and improve regulatory oversight while also reducing compliance costs. Audit Standards + Data Analytics = Better Information Incorporating data analytics into the International Standards on Auditing (ISAs) offers benefits for issuers and investors. The use of data, data analytics, and technology can result in a more effective and efficient overall financial reporting process, including the audit. The result of this incorporation would be investors receiving more transparent, better-quality information on a timely basis. Embracing the Future The financial reporting community needs to embrace the digital revolution and seek ways in which data, data analytics, and technology can bring about greater efficiency in many ways for all parties in the financial reporting chain.
  12. 12. Media Targeting
  13. 13. 1.6 million page views!
  14. 14. Media Exposure The Discovery Labs - Coworking on a Large Scale
  15. 15. Media Exposure The Discovery Labs - Coworking on a Large Scale
  16. 16. Media Exposure The Discovery Labs - Coworking on a Large Scale �Cumulative UVPM: 29,854,411 �Inquiries from 400 companies totaling 4 billion square feet of office and lab space �“We are oversubscribed”- Audrey Greenberg, CFO for The Discovery Labs �Partnerships with business and economic development organizations and trade groups �Tours of the center by international trade representatives from 10 counties
  17. 17. Media Exposure Bolt On Technology - Digital Disruption of Auto Repair Car part 'selfies' help consumers decide if they need repairs Auto Shop Uses Technology To Take Customers Under The Hood
  18. 18. Media Exposure Black Powder Tavern - Tapping into History Since 1746, the building that houses this tavern has played a part in the establishment of our nation... Mainline Media News - Beers of the Presidents Daily Times - Beers of the Presidents
  19. 19. How to Win at Media Exposure Develop articles and story angles numerically driven. Tap data that organizations generate during the normal course of operations. Use data to explain and make sense of larger business and economic trends. Touch the media on a consistent, regular basis.
  20. 20. Tony DeFazio | Principal, DeFazio Communications tony@defaziocommunications.com www.defaziocommunications.com (O) 484-534-3306 | (C) 484-410-1354 Contact Information

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