5 – Using multi-media content But ‘multi-media’ does not just refer to online content – it also means the use of different media channels. In the media team, we’re always looking for ways to broaden our reach across different media types: national, regional, trade, consumer, print, broadcast, online. When it comes to raising awareness, we’re not just looking for column inches but also reaching the widest audience. By combining a wide media reach with engagement through social media, we’re offering people the opportunity to experience a story in different ways and maximise their response to it – whether the urge to adopt an animal or make a donation. I’m going to show you some examples of stories and campaigns where we’ve successfully used a multi-media approach to achieve different outcomes.
13 – Using case studies As we’ve seen, real life case studies are one of the most powerful ways to communicate a message. These days it is free and easy to film video content on a phone or digital camera and upload it to Youtube to share with social networks. But if you have some budget available, professional video case studies can be a strong asset to help sell in a story to the traditional media. This is Brenda Eustace, a client of our Victoria hospital, and her dog Cassidy. As an older lady with limited mobility who had lived alone since her husband died, Brenda relied on her beloved dog for love and companionship. But when the time came to move into supported accommodation, she was horrified to hear that Cassidy would not be allowed. She refused to leave her home without him, and struggled on relying on home help.
15 – Video case studies Brenda’s story was covered exclusively by the Sunday Telegraph and her video case study was used across the BBC. So what is the secret to good video content? First it has to be relevant or why would they use it? It’s estimated that around a quarter of all people over retirement age own pets, but only 29% of care facilities routinely allow them – so it was a hugely relevant issue. Secondly, broadcasters have strict editorial controls and will nearly always prefer to use their own content. When I spoke to BBC Planning, the first thing they did was ask to speak to Brenda directly. I explained that she was in a vulnerable situation and would rather not do media interviews, but that we could offer video content. I had a digi-beta tape biked over to the BBC studios the same day in a B-roll format, split into interview segments and GVs. This is important as most broadcasters will want the freedom to edit the content as they wish, rather than use a pre-prepared package. Finally, persistence is key. I spoke to the BBC several times in the week before the story went out and they seemed interested but were unwilling to commit to the story. On the Friday I was told that there was no space on Monday’s programme but instead of giving up I tried again with the Saturday shift and they went for it. Our spokesperson was booked for a studio interview and Brenda’s story ran throughout the day on BBC Breakfast, BBC News Channel and BBC London. If you believe in your story and have quality content to offer – don’t give up at the first hurdle!
- Top 5 tips Strengths - engaging content, great pictures, access to unusual or sensitive stories What the media want – timely, relevant, unusual stories with human interest One person's spike is another person's story Different approaches: newswires, news agencies, columnists, talk shows, consumer press Be politely persistent
Lasa amplify your multimedia content
Lasa Charity Digital Summit Nov 12th 2012 Amplify Your Digital CampaignsAre we making the most of our digital media content? Jude Habib Founder/Director sounddelivery @judehabib @sounddelivery
Are we being proactive andoffering videos, audio content orphotographs to media outlets to support a campaign/story we have?
Why my passion for this area• 15 years at the BBC developing multiplatform social action campaigns• Work with charities to use digital media to tell their stories, engage new audiences and raise funds• Passionate about digital storytelling• Don’t believe that charities maximize the impact of their stories
Selling in Video to Media Outlets Do’s and DontsDoSell the story first then the packageGive a shot listDontsOver edit – The producer needs to feelthey are doing something - their StyleGive everything you shoot
Create your own photo library and keep your images at hand