Creating a rich media toolkit
Charlotte Beckett & Amy MacLaren
16 May 2014
the independent integrated agency
Hello
Charlotte Beckett
Head of Digital
@londoncharlotte
Amy MacLaren
Associate Director...
the independent integrated agency
Explore topics like:
•What do journalists want and where do they get
it?
•Do we need jou...
the independent integrated agency
What is Rich Media?
the independent integrated agency
Which is all very well for advertising …
What’s it got to do with PR?
the independent integrated agency
What do journalists want?
News – firsts, breakthroughs, biggest/fastest/highest – partic...
the independent integrated agency
Where do journalists get their information?
• Tips from trusted
contacts
• Advance brief...
the independent integrated agency
The social journalist
Source: Worldwide 2013 Social Journalism Study - Cision with Cante...
the independent integrated agency
Who else is making the news?
the independent integrated agency
What’s in your toolkit?
Content, content, content!
- Basic info: facts & stats; spokespe...
the independent integrated agency
The media centre gets social
the independent integrated agency
What do people trust?
Source: Edelman Trust Barometer
the independent integrated agency
Why has that trust dropped?
Source: Edelman Trust Barometer
the independent integrated agency
Who do people trust?
Source: Edelman Trust Barometer
+ 7%
the independent integrated agency
Do we need the media?
the independent integrated agency
So do we need the media?
the independent integrated agency
Unleashing your inner Anna Wintour
the independent integrated agency
We spoke to all of them so you don’t have to. Here’s what we learnt:
Why Rich Media:
•"A...
the independent integrated agency
When it comes to implementation:
• 70 - 20 - 10: create an ongoing but agile editorial c...
the independent integrated agency
(Rich) media content planning
Campaign Primary message Secondary message Channel(s) Cont...
the independent integrated agency
(Rich) media content is about this
the independent integrated agency
(Rich) media content is about this
the independent integrated agency
(And also this)
Thank you!
Charlotte Beckett, Head of Digital
T: 020 3679 4340 | E: charlotte.beckett@fourcolmangetty.com
@londoncharlotte...
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Creating a rich media toolkit. CharityComms PR Network. 16 May 2014.

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Charlotte Beckett, head of digital and Amy MacLaren, head of the charity and campaigning team at Four Communications

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Creating a rich media toolkit. CharityComms PR Network. 16 May 2014.

  1. 1. Creating a rich media toolkit Charlotte Beckett & Amy MacLaren 16 May 2014
  2. 2. the independent integrated agency Hello Charlotte Beckett Head of Digital @londoncharlotte Amy MacLaren Associate Director, Campaigning @maccalarena
  3. 3. 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 ...
  4. 4. the independent integrated agency What is Rich Media?
  5. 5. the independent integrated agency Which is all very well for advertising … What’s it got to do with PR?
  6. 6. the independent integrated agency 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
  7. 7. the independent integrated agency Where do journalists get their information? • Tips from trusted contacts • Advance briefings • Press conferences • Press releases • Newswires • Social media
  8. 8. the independent integrated agency The social journalist Source: Worldwide 2013 Social Journalism Study - Cision with Canterbury Christ Church University
  9. 9. the independent integrated agency Who else is making the news?
  10. 10. the independent integrated agency 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
  11. 11. the independent integrated agency The media centre gets social
  12. 12. the independent integrated agency What do people trust? Source: Edelman Trust Barometer
  13. 13. the independent integrated agency Why has that trust dropped? Source: Edelman Trust Barometer
  14. 14. the independent integrated agency Who do people trust? Source: Edelman Trust Barometer + 7%
  15. 15. the independent integrated agency Do we need the media?
  16. 16. the independent integrated agency So do we need the media?
  17. 17. the independent integrated agency Unleashing your inner Anna Wintour
  18. 18. the independent integrated agency 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
  19. 19. the independent integrated agency 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
  20. 20. the independent integrated agency (Rich) media content planning Campaign Primary message Secondary message Channel(s) Content type(s)
  21. 21. the independent integrated agency (Rich) media content is about this
  22. 22. the independent integrated agency (Rich) media content is about this
  23. 23. the independent integrated agency (And also this)
  24. 24. Thank you! Charlotte Beckett, Head of Digital T: 020 3679 4340 | E: charlotte.beckett@fourcolmangetty.com @londoncharlotte Amy MacLaren, Head of Campaigning T: 020 3679 4245 | E: amy.maclaren@fourcolmangetty.com @maccalarena www.fourcommunications.com

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