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Journalists are not from planet marketing!
- 1. Journalists are not from planet marketing! How to deal with the alien species for better content results EMILY SHELLEY @PA_EmilyShelley
- 3. You say: “This needs to hit all sections of our social bullseye…” We hear: “Something about facebook???”
- 4. Getting it wrong means… 1. Endless amends and rewrites 2. Disappointed stakeholders 3. Ineffective off-message content A waste of time and money!
- 5. Getting it right means… 1. Return on investment 2. Engaged audiences 3. Effective content An easier working life!
- 6. It all begins with the brief…
- 7. 10 things you need to know about working with journalists… #1 Journalists need to be told what to do
- 9. Too vague!
- 10. 10 things you need to know about working with journalists… #2 Journalists ask a lot of questions
- 11. Too specific!
- 12. Good content needs… faith, trust and a little bit of pixie dust?
- 13. 10 things you need to know about working with journalists… #3 Journalists are not magic
- 14. Ask yourself… Why do you want it? Who do you want it for? Where is it going?
- 15. Why + W here +W =X ho
- 16. 10 things you need to know about working with journalists… #4 Journalists know a good story
- 17. We’ve got the X factor!
- 18. 10 things you need to know about working with journalists… #5 Journalists spend more time on research than writing
- 19. All understood?
- 20. 10 things you need to know about working with journalists… #6 Commissioning is a skill that takes practice
- 22. How good‟s your feedback?
- 23. 10 things you need to know about working with journalists… #7 Journalists can handle feedback – be direct
- 24. Top 5 worst feedback lines to give to a journalist…
- 25. 1. „It‟s just not really what we were looking for‟ 2. „It‟s fine by me but the director doesn‟t think it‟s good enough‟ 3. „I‟m not sure it‟s really there yet – could you have another go?‟ 4. „We wanted something a bit more like you would find in a newspaper or a magazine?‟ 5. „Just leave it with me, I‟ll get someone else to rewrite it‟
- 26. So, how do you score?
- 27. 10 things you need to know about working with journalists… F e e #8 Feedback should relate directly back to the brief
- 29. 10 things you need to know about working with journalists… F e e #9 Journalists should give you what you asked for
- 30. 10 things you need to know about working with journalists… F e e #10 PA journalists are the best in the business
- 31. Thank you Discover more about clever content www.pressassociation.com/contentformarketing