DLPR’s Richard Dukas Talks Driving Impact on ‘PR’s Top Pros Talk’ Podcast

Our CEO and chairman, Richard Dukas recently discussed the importance of strategic media coverage that drives impact for the firm’s clients on the podcast ‘PR’s Top Pros Talk,’ hosted by Doug Simon.

In the conversation, which can be viewed in its entirety here, Richard explained how earned media can deliver extended value when amplified across social media and other owned platforms. Richard also detailed how the agency consistently secures coverage in top-tier outlets by combining an in-depth understanding of the ever-changing news cycle with strong relationships with producers and reporters.

Other points he addressed:

• For DLPR, ‘Media That Matters’ means securing consistent, high-impact media for its clients in outlets like CNBC, The Wall Street Journal, Bloomberg, Bloomberg, Barron’s and the Financial Times, as well as in leading trade outlets and podcasts.
  
• Despite evolving consumption habits across social media and mobile, earned media is more crucial than ever. In an age of information overload and short attention spans, high impact broadcast interviews and podcasts or profiles in top-tier press help clients stand out from the more static and repetitive content found on platforms like LinkedIn. 
• Obtaining media coverage is the first step; repurposing it is vital for maximizing impact. Clips from broadcast interviews and press coverage should be distributed across social media channels, websites, and emails, as well as utilized in client meetings, sales presentations, and conferences. Additionally, external media coverage is valuable for internal communications, serving as a credible message from leadership, a morale builder,  and a powerful recruiting tool. 
• Relationships are fundamental to success in public relations, extending to producers, reporters, clients, and internal teams.  DLPR prides itself on high employee retention and long-standing client relationships, which foster deep understanding and trust. Nurturing relationships with journalists, through casual interactions outside of deadline pressures, is key to securing favorable coverage when it’s most needed. 
• While clients often want to talk about themselves, which always is possible through effective messaging and training, the most effective strategy for securing consistent, high-impact media is to position spokespeople as thought leaders providing expert commentary on current news narratives (e.g., tech earnings, economic policies). This means DLPR needs to stay on top of the rapidly changing news cycle, advising clients on relevant topics, and leveraging strong relationships with reporters and producers to proactively pitch story angles. 
• Richard’s American-Jewish heritage, which was shaped in large part by his parents who were Holocaust survivors, profoundly influences his personal and professional life. His parents’ resilience, hard work, and determination, which he learned from them, guide his approach to managing the firm and interacting with clients and DLPR team members. This background and his values also foster a greater sensitivity to diversity, different faiths, and nationalities, reinforcing the importance of strong relationships in all aspects of life.