Computer News with Jeff Levy, KNX-AM, February 19
Who is your client, and what are its media goals?
Walter Ocner: Absolute Software is a pioneer in computer theft recovery and data protection. It had initially targeted businesses, but last year introduced LoJack for Laptops, a consumer product that tracks and locates lost or stolen computers. The media goal for this campaign was to drive awareness of LoJack for Laptops among tech enthusiasts.
What made Computer News with Jeff Levy on KNX-AM in LA such a good hit, and how did you pitch the host?
Ocner: Computer News with Jeff Levy is one of the most highly rated tech shows on radio, and KNX is LA's number three news talk station, so it was a great target. We hadn't worked with host Jeff Levy before, but when the US Department of Justice put out an audit report noting that the FBI had lost about 10 laptops in recent years, I used that as the news hook to call him directly.
Is computer theft/security still a hot-button issue for the media?
Ocner: It still gets covered, but it's been missing solution-based stories focused on best practices. When we made that the basis of our pitch, Levy was immediately interested and agreed to interview Absolute CEO John Livingston.
A live, hour-long interview can be daunting even for the most media-savvy executive - how did you prepare Livingston for the appearance?
Ocner: He had media training before. Absolute people started calling him "Radio John" because he was so comfortable in the realm. So I focused on providing him data points and snapshots of recent security breaches, along with background information on Levy and the show.
What was the impact of the hit?
Ocner: The February 19 interview went very well and triggered a huge number of callers during the show. Absolute Software saw an immediate 25% increase in traffic that day to its Web site, and we've been able to leverage this appearance to pitch other media outlets on the company's story.
Name: Walter Ocner, AE, Affect Strategies (New York)
Placement: Computer News with Jeff Levy, KNX-AM, February 19
Pitch timeline: Five days