The Role of Media Influencers is Changing. The Media s Appetite for Digital Content is Strong

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2 The Role of Media Influencers is Changing The role of media influencers has changed dramatically in the last few years. These changes are not just challenges, they are opportunities. As the D S Simon Media Influencers Report found, journalists are increasingly reliant on outside content to maximize their coverage. Cross-platform content consumption has never been higher. According Nielsen s The Total Audience Report Never before has the viewer had more control and more skill at navigating this evolving ecosystem of devices and platforms for discovery. According to their report the average American now consumes 11 hours of online video and 141 hours of TV a month. The video content communicators create has a dramatic new role and purpose to earn media. The Media s Appetite for Digital Content is Strong Dime Magazine USA Today.com Examiner.com Forbes.com

3 The Missed Opportunity to Earn Digital Coverage Communicators are missing out on significant opportunities to earn media with their content in the digital space. That conclusion is yielded from the 2015 D S Simon Media Influencer Report completed by the digital video communications firm D S Simon Productions. The report found great opportunity 76% of producers and journalists affiliated with the digital outlets of television and radio stations, newspapers, magazines, media sites and bloggers reported using outside produced video. Significantly, 74% of them will post or link to the entire video, says Doug Simon, CEO at D S Simon. This provides an unequaled opportunity for direct communication of the entire PR or marketing message to consumers. Trust is an Issue So why aren t communicators taking full advantage? There are two reasons. The first is trust or lack of it. 90% of the digital journalists, producers and bloggers surveyed said they ve been misled by PR pros with nearly a quarter of them saying it happens often. A majority of them indicated the videos they receive frequently lack proper disclosure which significantly reduces the chances that they ll consider using it. This can also create legal issues for brands. The second is lack of focused effort to earn media in the digital space. Many of the campaigns that communicators are showcasing have an overwhelming reliance on brand integration with a minimal earned digital component. This isn t surprising given the 2015 D S Simon Media Influencer Report findings show that nearly half of digital journalists offer brand integration opportunities. While paid has a role, it can t be at the expense of an earned digital effort, says Simon. With creative content, the necessary understanding of disclosure rules and a strong media relations effort, we re seeing great opportunity to create and earn media with digital content. The Power of Video and Relationships Video remains the most powerful communications tool. Data pulled from the report also emphasized the importance of building relationships with digital journalists through social media and incorporating media friendly video into your social channels. More than half of those surveyed have posted stories pitched to them via social media. # # #

4 Digital Media Is Using Your Content Have you given up on trying to earn media with your digital content? Think again. The 2015 D S Simon Media Influencer Report identifies significant opportunities to place your video and other content. It takes creative content and a strong media relations effort to get it done. Key findings included 76% of digital producers, journalists and bloggers use outside produced video content. Of these, 63% of them are more frequent users. Do you use third-party video? Yes No Television 93% 7% Radio 63% 37% Newspapers 66% 34% Magazines 73% 27% Website Producers 81% 19% Bloggers 78% 22% Average 76% 23% Effective distribution of your digital content is enhanced by the opportunity for your entire video message to be shared without being edited. We found 74% of respondents will post or link to your unedited video. This includes outlets using your embed codes (47%), links (42%) or your edited package (33%). The report found media tours growing in popularity cross-platform. 25% of website producers indicated they use media tours. What outside produced content do you use? Entire Video B-Roll Sound Bites Infographics Images Gifs Television 44% 89% 54% 24% 84% 20% Radio 69% 33% 53% 27% 93% 50% Newspapers 79% 23% 25% 46% 88% 14% Magazines 83% 33% 20% 69% 90% 33% Website 75% 35% 10% 76% 84% 36% Producers Bloggers 96% 9% 6% 45% 98% 17% Average 74% 37% 28% 48% 90% 28%

5 Opportunities for you to earn media in the digital arena will continue to grow. While 60% of digital producers, journalists and bloggers anticipate using more video next year, more than a third of those anticipate using much more. This includes half of those on radio sites and 39% of those producing content on sites associated with television stations. What amount of video will you be using a year from now? More Same amount Less Television 67% 30% 3% Radio 78% 7% 15% Newspapers 52% 44% 4% Magazines 57% 42% 0% Website Producers 54% 42% 4% Bloggers 49% 44% 7% Average 60% 35% 6% Trust and Transparency The 2015 D S Simon Media Influencer Report finds communicators in general are doing a poor job of providing proper disclosure in the video content they distribute to digital media. For the first time we have specific evidence that this failure to disclose is limiting the willingness of the media to even consider using their content. Of greater concern is this lack of compliance with disclosure rules and FTC Spokesperson Guidelines which could result in damage to brand reputation and legal issues. Fewer than half of the digital media respondents felt they often or always received content with the proper disclosure. Is there proper disclosure by spokesperson and brand in video you are pitched? Always Often Sometimes Never Television 38% 17% 35% 10% Radio 27% 13% 40% 20% Newspapers 25% 20% 39% 16% Magazines 32% 18% 42% 8% Website Producers 29% 34% 29% 8% Bloggers 20% 12% 58% 10% Average 29% 19% 41% 12%

6 The good news for communicators is the odds of the media considering using your content more than double simply by following disclosure rules. Transparency isn t just the right thing to do. It s good for your business. You need to know the rules. Would proper disclosure make you more likely to consider using outside produced video? Yes Television 72% 28% Radio 69% 31% Newspapers 77% 23% Magazines 64% 36% Website Producers 58% 42% Bloggers 73% 27% Average 69% 31% No The bad news is the high percentage of respondents who feel they are frequently misled by PR Pros. Nearly a quarter of respondents indicated they are often or always misled by PR people. Only one in 10 feel they are never misled. How often are you misled by PR Pros? Always Often Sometimes Never Television 0% 17% 69% 14% Radio 0% 25% 63% 12% Newspapers 2% 23% 65% 10% Magazines 2% 20% 70% 8% Website Producers 4% 19% 69% 8% Bloggers 7% 18% 69% 6% Average 3% 20% 68% 10%

7 Social Media is Influencing Coverage Brands have learned the importance of social networking sites to build relationships and create dialogues with their consumers. The 2015 D S Simon Media Influencers Report finds that this content is also being used by media to find leads for stories they want to report on. Integrating newsworthy video content into your social media channels and distributing can increase the quantity and quality of the coverage you receive. Digital media journalists are watching and this creates communication opportunities for you. Do you use social networking sites to find leads on the brands you cover? Yes No Television 89% 11% Radio 87% 13% Newspapers 91% 9% Magazines 68% 32% Website Producers 85% 15% Bloggers 81% 19% Average 84% 17% Which social sites are digital producers, reporters and bloggers relying on for research and story ideas? Twitter and Facebook top the list with LinkedIn, YouTube and Instagram heading up the next tier. It is important to make sure your content is both consumer and media friendly. Which social networks do you rely on for story ideas? Facebook Twitter LinkedIn YouTube Google+ Pinterest Instagram Vine Television 88% 88% 24% 72% 16% 4% 56% 24% Radio 69% 100% 23% 46% 31% 0% 39% 8% Newspapers 96% 75% 37% 28% 12% 22% 20% 6% Magazines 80% 85% 72% 35% 9% 11% 22% 4% Websites 64% 96% 77% 18% 23% 9% 9% 5% Bloggers 94% 91% 37% 31% 46% 83% 69% 9% Average 82% 89% 45% 38% 23% 22% 36% 9%

8 Is the media open to being pitched via social media? Not only are they open to this, but a majority of them have covered stories pitched that way. What s crucial is your ability to have the kinds of relationships with media, or to partner with an organization that can communicate with them effectively via social channels. Otherwise, you ll miss out on this earned media opportunity. Facebook (69%), Twitter (59%) and LinkedIn (33%) were the most common networks cited. Have you ever taken a story pitched to you via a social networking site? Yes Television 76% 24% Radio 43% 57% Newspapers 65% 35% Magazines 46% 54% Website Producers 58% 42% Bloggers 38% 62% Average 54% 46% No Brand Integration As the silos between public relations, marketing and advertising have broken down and media has looked at new ways to monetize the relationship, brand integration has increasingly come under the public relations umbrella. Improving quality of your creative content, pitch angles and relationships with the media increases the percentage of media you earn rather than pay for. While brand integration has a role, earning digital media is a more credible and authentic way to communicate with your key audiences. Accept Brand Integration Refer PR People to Advertising Television 63% 52% Radio 30% 50% Newspapers 25% 65% Magazines 41% 61% Website producers 48% 44% Bloggers 70% 55% Average 46% 55%

9 About D S Simon Productions D S Simon offers a proprietary platform for digital media and blogger placement. The firm boasts an award-winning video creative team and have an industry leading approach to earning media results. Fortune 500 companies, leading brands and non-profits partner with D S Simon for help communicating in the digital space and on television. Founded in 1986, the firm was a pioneer in video production and distribution to the media as well as satellite and Internet media tours. Their leadership team frequently appears on FOX News, First Business, and in the Huffington Post as experts discussing communications issues. They are also sought after speakers, moderators, and panelists. Methodology The Media Influencers Report, now in its 14th year, includes results from an online survey conducted through Survey Monkey cross-platform. We received nearly 300 responses from journalists, including reporters and producers at TV, radio, newspaper, magazine, web media and bloggers.

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