Tony DeFazio and David R. Evanson are public relations and media experts. The document discusses how media partnerships and structured data can improve media relations and the financial reporting process. It provides examples of media exposure generated for clients through articles on innovative technologies, data analytics, and tapping into historical narratives. The key is developing quantitatively-driven story angles and regularly touching the media using organizational data to explain trends.

1. PR on Steroids: How Contributors are Changing Media Relations
Tony DeFazio Principal, DeFazio Communications

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. 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. A Dim Picture…

5. But Wait…

6. Media Partnerships

7. Business Ethics
Magazine is
collaborating
with the CFA
Institute on an
eight-article
series…

8. It sure feels like
we have been
on a very bad
online date…

10. 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.

11. Mohini Singh, ACA
Director of Financial
Reporting, CFA
Institute…

12. 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.

13. Media Targeting

14. 1.6 million
page views!

15. Media Exposure
The Discovery Labs - Coworking on a Large Scale

16. Media Exposure
The Discovery Labs - Coworking on a Large Scale

17. 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

18. 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

19. 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

20. 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.

21. Tony DeFazio | Principal, DeFazio Communications
tony@defaziocommunications.com
www.defaziocommunications.com
(O) 484-534-3306 | (C) 484-410-1354
Contact Information