1. Traversing Traditional Media
Presented by Linda Bilben

2. The average person
sees 3,000 ads per day

3. 3,000 x 365 = over
one million impressions
per year
7:1 media to advertising
credibility ratio
– Forrester Research

4. If media consumption
was dying, you would be
starving

5. The media landscape
is changing:
collaboration vs.
information transmission

6. What’s your story?

7. What’s your story?
• Have a mixed-media strategy
• Build measurable objectives
• Know your audience
• Allocate resources
• Measure ROI

8. Build your message

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. Mondonation

11. Vancouver Canadians

12. Walmart

13. Be the expert
• Offer ideas, expertise
• Pitch columns
• Letters to the editor
• Opinion-editorials
• Commentary

14. Be the expert
• Be prepared
• Be media trained

15. Do your research
• Customization is key

16. Think like a journo

17. Think like a journo
• News is 24/7
• Always on deadline
• Story = brand equity
• Instant experts

18. Think like a journo
They need:
• Reaction
• Information
• Confirmation

19. To pitch or release?

20. Reach out and
______ someone

21. If at first you don’t
succeed . . .

22. Linda Bilben
Reputations
590 – 333 Seymour Street
Vancouver, BC
bilben@reputations.com
604-689-8801
Find me on Twitter (@lbilben) or LinkedIn