Dave Yonkman

Dave Yonkman
David Yonkman is a former Washington Correspondent for Newsmax, Capitol Hill Communications Director and the founding principal of DYS Media, LLC, a specialized public relations business with offices in Washington, D.C. and Holland, Mich.
Why PR pros need to get to know Siri, Alexa and Cortana

Why PR pros need to get to know Siri, Alexa and Cortana

Meet the Spice Girls of the digital age: Apple’s glamorous Siri, Amazon’s athletic Alexa and Microsoft’s exotic Cortańa. They stand as gatekeepers to vast troves of documents available on the internet. They find the best solutions to your problems within seconds. They...

5 steps to follow to make sure you get found in search

5 steps to follow to make sure you get found in search

Why does the FBI offer its Witness Protection Program to informants when the feds can post their contact information on Page 2 of Google search results? In fact, they could list it anywhere after the third result and need not worry all that much! Great news for...

Media mentoring—who really decides on coverage in newsrooms?

Media mentoring—who really decides on coverage in newsrooms?

Who really decides which stories receive play in the media? Technically, executive producers (broadcast) and editors-in-chief (print and online) reserve final judgement. Realistically and more complex, anyone with authority in a newsroom can accept or kill a pitch at...

How can businesses get the most from their PR firms? 

How can businesses get the most from their PR firms? 

A client once approached Camille Jamerson with grandiose expectations of securing high-level placements, sitting down for interviews with the networks and tripling their media reach within 90 days. Then, Jamerson watched as their principal delivered a short speech in...

“What is public relations?” What do you say when asked?

“What is public relations?” What do you say when asked?

“So, what do you do?” I hear the question nearly every day. I recite scripted answers such as “I get your name in the paper” or “I create and destroy reputations for a living” before elaborating, if invited. I miss an opportunity nearly every time because I lack a...

How will PR firms make money, measure results in 2018?

How will PR firms make money, measure results in 2018?

PR firms that crank out boilerplate content and bill by the hour might as well snail-mail handwritten press releases about how their client is “thrilled” about something. Technology and consumer preferences for receiving information change daily. Google—which...

Why can’t I find your website? SEO’s leaving you behind.

Why can’t I find your website? SEO’s leaving you behind.

My website mentor advised me to toss out a book on search engine optimization that I bought when we worked together on building out DYS Media. “It’s worthless,” said Rebecca LeClaire with RL Marketing and Consulting in Saugatuck, even though the book was only a few...

The cost of PR: How much should you be charging?

The cost of PR: How much should you be charging?

Companies cannot simply purchase a positive reputation and credible image—because they aren’t for sale. Building strong relationships with markets requires relentless honesty and compelling storytelling directed at the desired audience. Great publicity must be earned....