Traversing Traditional Media
Presented by Linda Bilben
The average person
sees 3,000 ads per day
3,000 x 365 = over
one million impressions
per year
7:1 media to advertising
credibility ratio
– Forrester Research
If media consumption
was dying, you would be
starving
The media landscape
is changing:
collaboration vs.
information transmission
What’s your story?
What’s your story?
• Have a mixed-media strategy
• Build measurable objectives
• Know your audience
• Allocate resources
•...
Build your message
Build your message
• Establish your topic
• Be first, or establish a trend
• Develop an anecdote
• Build an interesting qu...
Mondonation
Vancouver Canadians
Walmart
Be the expert
• Offer ideas, expertise
• Pitch columns
• Letters to the editor
• Opinion-editorials
• Commentary
Be the expert
• Be prepared
• Be media trained
Do your research
• Customization is key
Think like a journo
Think like a journo
• News is 24/7
• Always on deadline
• Story = brand equity
• Instant experts
Think like a journo
They need:
• Reaction
• Information
• Confirmation
To pitch or release?
Reach out and
______ someone
If at first you don’t
succeed . . .
Linda Bilben
Reputations
590 – 333 Seymour Street
Vancouver, BC
bilben@reputations.com
604-689-8801
Find me on Twitter (@l...
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Traversing Traditional Media

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Traversing Traditional Media

  1. 1. Traversing Traditional Media Presented by Linda Bilben
  2. 2. The average person sees 3,000 ads per day
  3. 3. 3,000 x 365 = over one million impressions per year 7:1 media to advertising credibility ratio – Forrester Research
  4. 4. If media consumption was dying, you would be starving
  5. 5. The media landscape is changing: collaboration vs. information transmission
  6. 6. What’s your story?
  7. 7. What’s your story? • Have a mixed-media strategy • Build measurable objectives • Know your audience • Allocate resources • Measure ROI
  8. 8. Build your message
  9. 9. Build your message • Establish your topic • Be first, or establish a trend • Develop an anecdote • Build an interesting quote • Offer 2 to 3 supporting points • Create visuals to support
  10. 10. Mondonation
  11. 11. Vancouver Canadians
  12. 12. Walmart
  13. 13. Be the expert • Offer ideas, expertise • Pitch columns • Letters to the editor • Opinion-editorials • Commentary
  14. 14. Be the expert • Be prepared • Be media trained
  15. 15. Do your research • Customization is key
  16. 16. Think like a journo
  17. 17. Think like a journo • News is 24/7 • Always on deadline • Story = brand equity • Instant experts
  18. 18. Think like a journo They need: • Reaction • Information • Confirmation
  19. 19. To pitch or release?
  20. 20. Reach out and ______ someone
  21. 21. If at first you don’t succeed . . .
  22. 22. Linda Bilben Reputations 590 – 333 Seymour Street Vancouver, BC bilben@reputations.com 604-689-8801 Find me on Twitter (@lbilben) or LinkedIn

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