creating a rich media toolkit. charitycomms pr network. 16 may 2014
TRANSCRIPT
Creating a rich media toolkit
Charlotte Beckett & Amy MacLaren
16 May 2014
the independent integrated agency
Hello
Charlotte BeckettHead of Digital
@londoncharlotte
Amy MacLaren Associate Director, Campaigning
@maccalarena
the independent integrated agency
Explore topics like:
•What do journalists want and where do they get
it?
•Do we need journalists?
And look at the practicalities of:
•The perfect toolkit
•Being social (not just doing)
•Channelling your inner Anna Wintour
Today we will ...
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What is Rich Media?
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Which is all very well for advertising …
What’s it got to do with PR?
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What do journalists want?
News – firsts, breakthroughs, biggest/fastest/highest – particularly exclusives
People and visuals – trusted sources and strong opinions – experts, commentators willing to get off the fence, real life stories, images to bring the story to life
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Where do journalists get their information?
• Tips from trusted contacts
• Advance briefings
• Press conferences
• Press releases
• Newswires
• Social media
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The social journalist
Source: Worldwide 2013 Social Journalism Study - Cision with Canterbury Christ Church University
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Who else is making the news?
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What’s in your toolkit?
Content, content, content!
- Basic info: facts & stats; spokespeople biogs (and showreel); releases; position statements
- Detailed info: research reports; shareable outputs i.e. infographics, images, videos
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The media centre gets social
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What do people trust?
Source: Edelman Trust Barometer
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Why has that trust dropped?
Source: Edelman Trust Barometer
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Who do people trust?
Source: Edelman Trust Barometer
+ 7%
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Do we need the media?
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So do we need the media?
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Unleashing your inner Anna Wintour
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We spoke to all of them so you don’t have to. Here’s what we learnt:
Why Rich Media:
• "A minute of video is worth 1.8 million words" Dr James McQuivey,
Forrester
Strategy first:
• Who are you creating content for?
• What do you want them to feel, think, do?
• What channels will you reach them on?
• How are you evaluating it?
15 Indispensable Tips From Famous PR Folk
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When it comes to implementation:
• 70 - 20 - 10: create an ongoing but agile editorial calendar
• Get found: keywords, synonyms, tags
• Help people discover the full story: link to other related content
• Make it shareable (part 1)
Creating killer content:
• Write for people not just robots
• Think in headlines: clickability, shareability
• Be visual: people and robots love videos and pictures
• Attention sp ..?
• Make it shareable (part 2)
• Let it go
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(Rich) media content planning
Campaign Primary message Secondary message Channel(s) Content type(s)
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(Rich) media content is about this
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(Rich) media content is about this
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(And also this)
Thank you!
Charlotte Beckett, Head of Digital
T: 020 3679 4340 | E: [email protected]
@londoncharlotte
Amy MacLaren, Head of Campaigning
T: 020 3679 4245 | E: [email protected]
@maccalarena
www.fourcommunications.com