David Oates

Inside the Elevator Contributor

David Oates, APR, is Founder and President of Stalwart Communications, a Pay-On-Performance PR and Marketing Agency. He possesses 20 years of extensive experience directing marketing and public relations programs on a tactical and strategic level through a long and successful career that spans both agency, corporate and military environments. David is an accredited public relations expert affiliated with the Public Relations Society of America. He can be reached at
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David Oates's Recent Posts

How NOT to Measure The Value of PR

Posted in PR by David Oates

A common strategy that public relations agencies still tout when selling their value is the “Ad Equivalency Value” (AEV). AEV states that any news coverage is three to four times more valuable than running a similar ad in that outlet. Similarly, it's argues that a piece delivered as a news story is more credible than one derived from a paid relationship.

Nov 20, 2017

Using Ghostwriters, The Do’s and Don’ts

Posted in Marketing, PR by David Oates

I often have to write articles for clients’ bylines. I try my best to write the piece so it can be placed in blogs and trade magazines or used in speeches and advertisements. In return, I don’t seek or receive attribution. Instead, the credit goes to the person who I collaborated on the piece with.

Sep 4, 2017

3 Ways to Make Any Event Successful Regardless of News Coverage

Posted in PR by David Oates

As a PR person, I’ve had numerous instances where we’ve had a good, newsworthy event in the pipeline, with media slated to attend. We’ve worked our tails off for weeks to work the right angles, and our efforts paid off with considerable interest from a variety of news organizations.

Aug 15, 2017

Practice For A Crisis PR Situation

Posted in Marketing, PR by David Oates

Practice for a crisis PR situation: this seems like a counterintuitive statement.

May 15, 2017

Got A Crisis PR Situation? Take A Breath, Then Consider These Three Things

Posted in Branding, Marketing, PR by David Oates

Here’s an all too familiar saga. An employee goes to the press claiming that he was regularly sexually harassed at your company with senior leadership's knowledge and, by a lack of action, consent to the practice. It’s the first time you hear about it, but not before the blogosphere goes ballistic on the news.

Apr 24, 2017

Social Media: Treat Your Facebook Like LinkedIn

Posted in PR by David Oates

When I attended the U.S. Defense Information School (DINFOS) in the mid-90s, before the proliferation of social media, our instructors were quick to point out PR Rule #1 to us newly ordained military public affairs officers: “Don’t say anything you don’t want running on the front page of the New York Times!”

Mar 20, 2017

The Five Point Press Conference Checklist

Posted in PR by David Oates

There may come a time when you have a news item worthy of conducting a press conference. Doing so may be the most efficient way to get meaningful information out promptly.

Feb 2, 2017

Social Media: Forget Fake News, There's a Bigger Problem

Posted in Marketing, Social Media by David Oates

...and it’s the prevalence of “Bull$#!t”!

Jan 23, 2017

4 Marketing Lessons From Trump’s Win — And Clinton’s Loss

Posted in Branding, Marketing, Strategy by David Oates

There’s been a lot of finger-pointing on both sides of the political aisle since Donald Trump became our President-Elect. But as a marketer, I’m more focused on one aspect that hasn’t received the attention it deserves - voter turnout.

Nov 29, 2016

What Marketers Can Learn From Billy Bush

Posted in Marketing, Strategy by David Oates

In some way, I feel just a bit sorry for the guy. Here’s a young man working for a prime time entertainment newscast and on the cusp of a great career. He interviews Donald Trump who at the time is 11 years removed from running for the highest elected office in the United States. Billy was not the one spouting the vulgar, supposedly “off-the-record” comments that were made in a semi-private setting. He didn’t instigate the matter and I’m sure only pretended to go along with it so as not to make waves. It must have seemed prudent to do so given the reasonable assumption that the conversation would never make it to air…

Nov 2, 2016

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