Robyn Adelson

LOVE the State of Podcast Agencies 2024 Report by Quill Inc. This is an industry still in its infancy. Downloads remain the dominant metric (sadly) but there are some terrific options available to help us make those metrics more sophisticated. Trackable ROI is one of the biggest challenges but that reinforces the need for Agencies to work with clients from the beginning to establish KPIs for their podcast. Download the report here https://lnkd.in/geS8VbRt Fatima Zaidi #podcasting #podcastagencies

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On this episode of Global Health Beat, Amanda Preto, VP of Marketing, and Matthew Durham, Director of Global Media, sit down with Nadine Lafond, President of Ogilvy Health Canada, and Paulina De la Riva, Chief Strategy Officer at Ogilvy. Tune in to explore emerging consumer behavior trends, such as the growing importance of a multichannel approach, and see how these trends are expected to unfold across Canada. Discover how Canadian healthcare professionals are leveraging podcasts in comparison to their European and U.S. counterparts, and are increasingly visible on international platforms rather than domestic ones. Like, share, subscribe, and comment with your key takeaway! https://lnkd.in/gghEDzSA

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With the news of DDB, BBDO and TBWA Canada merging into “Omnicom Advertising Services”, it’s officially a new era in the industry. These were three of the most dominant advertising agencies in the country for decades. Anyone working at or with these companies around the world - this is what’s coming. It’s not if, it’s when. So please prepare yourselves. Play chess not checkers with your career and livelihood. You’ve got to look after yourself and your family and you need to start planning what’s best for you right now. To all CEO’s, Boards of Governors, CMO’s, VP Marketing, Director of Marketing, Marketing Managers, CFO’s, COO’s and so on: The agency world is being massively disrupted (it has been for a while but it’s now in high gear) and I highly recommend you start looking at Plan B to protect your brand and put it into a position to thrive. Independent agencies around the world are thriving. They’re doing great work for clients because the people running those companies have skin in the game. If you do really well - they do well. Independent agencies are just hustling more. Independent agencies are running circles around the bigger, slower moving international companies. They’re doing really great work that’s working. Many of the most talented people in our industry have now moved over to working at an independent agency. When you hire an independent agency, the money goes back into the business. A great independent agency will hire the very best people. They’ll invest in tech. They’ll invest in things that will help your business thrive. They win if you win. Reach out and meet an independent agency or two and see if they’re the right fit for your brand and your team. If so, just try them on a project and let them earn their work. Don’t ask them for any free speculative work because that’s unethical. But sample them on a project. It’s the perfect time to try something new. There are many great independent agencies in cities and countries all over the world who are doing fantastic work. We at One Twenty Three West are just one of them and we’d be happy to connect. 123w.ca ***People from all over the world are going to read this post. All independent agencies are welcome to promote their business in the comments. Share the thread.

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Clients often ask, "How do I make contact with media professionals? I have a great story but don’t know how to share it." This forms a large part of my work, but it shouldn't be an industry secret. In our 24/7 world, media professionals are constantly looking for compelling stories to feature. As business leaders, it’s crucial to know how to present yourself professionally. One effective way is by drafting an impactful press release. A great press release starts with a compelling story and is essential for capturing media attention. But it's not just about the content; distribution is key. From personalising your outreach to timing your release perfectly, many factors influence success. Curating a targeted media list, engaging with journalists, and using the right distribution strategies can significantly increase your chances of getting your news picked up. Integrate your press releases with your social media and online presence for maximum impact. Ready to craft a standout press release? Join our newsletter and get a free Press Release Template to kickstart your journey. Plus, gain access to exclusive PR tips and strategies from my two decades of experience in media and communications. 🔗 https://lnkd.in/eTvtPdCi #PressRelease #MediaStrategy #Communications #BusinessGrowth #MarketingTips #TheCommunicationsCoach #smallbusinessmarketing

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Spotify raising prices in Canada in response to new regulations will be a really good test of whether or not music streaming is an oligopoly. If you haven't heard, the company is raising prices because of the Online Streaming Act coming into force, which will require foreign streaming providers to contribute 5% of Canadian revenues to a fund that will support Canadian broadcasters. Spotify's price increases, however, are ranging from 15% to 24%, depending on the plan - with the company citing "macroeconomic factors." Yet Spotify, though popular, does not have a monopoly and therefore does not have market power in music streaming. Bigger, better resourced competitors abound in the form of Google, Apple and Amazon. So far, none of those providers have announced price increases to their music streaming services (that I know of). None of them really need to, so it'll be interesting to see if they do. While a 5% increase by these providers might be understandable to equal the cost of the new regulation, anything more would suggest that music streaming really isn't that competitive and is closer to the sort of oligopoly we're so used to in the telecom market. https://lnkd.in/geyAU5_q

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For #Marketers and #Communicators... Here is question 16 of my #FrequentlyAskedQuestionSeries ✋🏻✋🏼✋🏽✋🏾✋🏿: Q: "I'm trying to be inclusive in our upcoming campaign TV ad. How can I tell if the commercial is tokenizing or not?" A: "Although there are a lot more layers and nuance to it, a simple way to test if your commercial script is tokenizing underrepresented communities or not is as follows; replace all the underrepresented individuals in your script with people from the dominant culture. If you do that and your script still "makes sense" ie. the story doesn't change, then likely you're tokenizing these individuals. Why? Well, people with different lived experience should experience your script's story in a different way. If they don't, likely, the inclusion of these individuals is very surface-level, and doesn't have the deep cultural nuance required to be authentically inclusive. Remember, diversity =/= inclusion" What are your thoughts? I invite you to discuss and ask more questions in the comments! --- Follow me next week for question 17 of my #FrequentlyAskedQuestionSeries! What is the #FrequentlyAskedQuestionSeries? Every week I'll answer common questions that we receive at AndHumanity, Inclusive Marketing Agency on #InclusiveMarketing and #InclusiveCommunications. --- #JEDI #EDI #InclusionMatters #InclusiveBusiness #InclusiveLeadership 

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Media relations may be getting more challenging in some ways – but that may bring about a focus on media outlets that fall 𝘰𝘶𝘵𝘴𝘪𝘥𝘦 the mainstream. And that can benefit B2B companies seeking media coverage. While it’s true that mainstream media outlets continue to lay journalists off, niche and trade publications are growing. Further, journalists at some of these media outlets are searching for 𝘳𝘦𝘭𝘪𝘢𝘣𝘭𝘦 sources. I’m hearing stories about how difficult it can be to find and contact an expert source - and how often sources ghost reporters. <𝘨𝘢𝘴𝘱> This equates to MORE opportunities for businesses who want to be featured in trade publications. Add to that AI-driven search, which favors companies that appear in as many publications as possible. It doesn’t matter if the publication is 𝘛𝘩𝘦 𝘞𝘢𝘭𝘭 𝘚𝘵𝘳𝘦𝘦𝘵 𝘑𝘰𝘶𝘳𝘯𝘢𝘭 or an industry trade journal. To show up in search, you want to be 𝘦𝘷𝘦𝘳𝘺𝘸𝘩𝘦𝘳𝘦. Working with B2B clients, I’ve found that trade publications, newsletters and industry association publications are often where their prospective customers are spending time. If these media outlets are looking for sources - and companies are 𝘳𝘦𝘢𝘥𝘺 to work with them - it can be a winning formula. To read more about how to make your company stand out as a source for reporters, check out my latest blog post, 𝘍𝘪𝘷𝘦 𝘚𝘦𝘤𝘳𝘦𝘵𝘴 𝘵𝘰 𝘚𝘵𝘢𝘯𝘥 𝘖𝘶𝘵 𝘢𝘯𝘥 𝘉𝘦𝘤𝘰𝘮𝘦 𝘢 𝘔𝘦𝘥𝘪𝘢 𝘋𝘢𝘳𝘭𝘪𝘯𝘨 (link below). #B2B #PRTips #B2Bmarketing #mediarelations

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PRWeek's great 2024 Business Report highlights the key challenge facing our industry. Communications is more important than ever. Comms and policy leaders are being asked to play far larger roles as business partners supporting ever more stakeholders. So why did the industry suffer so much in 2023 after many years of growth? As an sector, we are not adapting fast enough to the needs. Organizations are desperate for help but also under tremendous financial strain. They now need both senior level counsel and advisory support as well as deep domain expertise to actually produce. By and large, our industry is still split by this chasm - between strategic and tactical. Clients cannot afford to separate these, either in time or money. At Bully Pulpit International our goal is to bridge this divide, building a team that can both 'think and do' at the highest levels. It's not always easy. Last year was a challenge. But if you share this vision for the future, please check out some of our open roles: https://lnkd.in/dGQwJUSG

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🚀 Announcing the Launch of IN2‘s new series ‘Innovation and Insight,' where we bring you exclusive 🎙️ conversations with experts that are shaping the world of communications. 🔜 Our inaugural episode, featuring Cameron Ahmad, former Director of Communications for Canadian Prime Minister Justin Trudeau. 🔍 What to Expect: + Proven strategies for crisis management - honed through the pandemic and geopolitical relations +Techniques for crafting compelling and effective messages for leaders in any industry +Insights from Cameron’s decade-long experience in high-stakes communications 📺 must-watch for anyone looking to communicate well during complex situations with confidence and clarity. 📅 Release Date to follow. 🌍 Stay tuned for more discussions with communications experts from the corporate, climate, and political worlds! #Communications #CrisisManagement #Leadership

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"It's PR not ER" - I received this advice 14 years ago and it's perhaps the best career advice I have ever received (ironically it did not come from my father who is an ER surgeon - he does give great advice though). As comms and brand leaders, the job can be filled with intense deadlines, a lot of pressure to "get it right," and managing crises (real or hypothetical) on a daily basis. Through it all, having this perspective has helped me enjoy the challenges and learning to manage the curveballs rather than panic. Deep breaths. Take a second. Move ahead. Have fun! What's the best advice you've ever received?

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As evidenced by the dynamics of the presidential election, women continue to be held to a different, much stricter standard than men. In my book "WOKE: A Cultural Competence Guide for Communicators, I delve into why and how women continue to struggle for equality and representation. "Women’s quest for equality is the longest-running struggle in the history of the world. Men have ruled over humanity for millennia, and nowhere has their dominance been more pronounced than over the lives and bodies of women. Although women have made great strides toward equality in the last few decades, they continue to be held to a different standard than men, and society holds many unconscious and deeply rooted biases against them. Nevertheless, women continue challenging traditional gender norms, advocating for equal rights, and reshaping female empowerment narratives." https://lnkd.in/gsTAMAbc

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"Perhaps often said, but creativity can’t live in the creative department. The best companies have it infused throughout, so it touches every department." Jordan Doucette, Dentsu Creative Canada's CCO and newly appointed President, speaks to LBBonline - Little Black Book about the complementary skill sets of creativity and business, and why she has a raging case of optimism for the future! 🔗 Read the full story here: https://lnkd.in/dEMBRYhE

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Communicators — are you feeling overwhelmed by all the new technology we’re being challenged to adopt? You’re not alone. AI is forever changing the world of work, and I believe internal communicators have a central role to play in that transformation. What are you doing to help your organizations embrace AI? Let’s share our strategies and learn from each other! #AI #InternalCommunications #Innovation #Leadership #TechAtWork

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I’ve written over 200 press releases for various companies and read hundreds more during my time as a beat journalist and there are a few things I’ve learned about them over the years.  Perhaps the most important thing is that a press release is not an article and therefore does not require a traditional intro to set the scene or hook the reader like you would put on an article.  It’s literally part of a journalist’s job to go through the press releases they receive during the day that pertain to whatever beat they cover.  The “hook” is that the PR pertains to their beat. All they’re after is the information. Once they get the information, they’ll decide whether it’s worth following up with you.  The PRs I hated most when I was doing beat journalism were the ones that tried to set the scene or provide background information upfront.  No scene setting is required. The reporter probably knows your market as well as or better than you if they’re covering it for a living. And you can fill in the background information AFTER you answer the following questions:  - What’s the announcement? - Who’s making the announcement? - Why is this announcement important? - When does this announcement become important? - Where are the areas affected by this announcement? - How does this announcement affect the people in that area?  These questions may vary slightly, but the who, what, when, where, why and how should be answered upfront. (You’ll be saving extremely busy people time and saved time is always appreciated.) When writing a press release, the golden rule is: 𝐆𝐞𝐭 𝐭𝐨 𝐭𝐡𝐞 𝐩𝐨𝐢𝐧𝐭.  If you are in the market for press releases written by someone who has been on both the sending and receiving end of them and who understands the best way to format them, drop me a line and let’s talk.  #PressReleases #CorporateCommunication #PublicRelations --- Need a content strategy? Let's talk. Need a ghostwriter? Tell me about your project. Want a free website audit? Ask me how.

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Absolutely agree with Scot Keith. CMOs, take note: as mass media fragments, independent agencies are the places flexible and nimble enough to adapt. Todays conglomerate agencies are not well suited for the speed of change. It’s time to rethink and strategize for the future. Independent agencies offer dynamic, tailored solutions specific to niches in the market. Find one that matches your brand and your audience. It’s time to explore new possibilities and partner with agencies that have skin in the game. It’s time to kick the wheels on how independent strategically focussed shops like us at Swell Content or the great people at 123w (One Twenty Three West) can drive your brand forward. #Advertising #Marketing #Canada #IndependentAgencies

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