Laura Crimmons-Digitalzone18
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This document outlines the key questions a journalist will consider when deciding whether to cover a story: (1) Timing - Why is now relevant? (2) Human interest - Who does this affect? (3) Credibility - What makes the brand credible? (4) Relevance - Why should the journalist care? (5) Emotional response - What feelings will it elicit? (6) Shareability - Will it generate engagement? Addressing these questions will make campaigns more likely to succeed. The document also provides tips for pitching stories such as using the journalist's name, getting to the point, and ensuring data is sound.
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Laura Crimmons-Digitalzone18
- 1. #DIGITALZONE The successful campaign blueprintL A U R A C R I M M O N S @lauracrimmons
- 2. #DIGITALZONE The successful campaign blueprintL A U R A C R I M M O N S @lauracrimmons
- 3. There are no guarantees in PR/Content Marketing.
- 4. But there are certain considerations that make campaigns more likely to succeed.
- 5. Or rather there are certain questions a journalist will ask when considering whether to cover your story.
- 6. If you’ve considered all of these questions you’re more likely to create a successful campaign.
- 7. 01 Timing
- 8. Why should I write about this now?
- 10. ‘Event’ tie-in Public Holiday National Day Cultural event Anniversary
- 11. Newsjack
- 12. 03 Credibility
- 13. What makes this brand credible to the subject?
- 16. May need to ‘borrow’ someone else’s credibility
- 18. Either way, credibility has to be established.
- 19. 04 Relevance
- 20. Why is this relevant to me?
- 21. Show why they should care.
- 22. Does it fit into a column they write?
- 23. Have they written about the topic before?
- 24. Is it a personal interest of theirs?
- 26. If none of the above apply – should you really be contacting them?
- 27. Outline this. Where do you see the piece sitting?
- 29. How does this story make me feel?
- 30. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
- 31. “If it bleeds, it leads.”
- 33. Negative emotion Positive emotion High arousal Low arousal Awe Excitement Amusement Anger Anxiety Sadness Contentment
- 34. “Rather than harping on features or facts, we need to focus on feelings; the underlying emotions that motivate people to action.”
- 37. Use case studies to show human impact.
- 38. 06 Shareability
- 42. Visuals
- 44. When’s the last time you saw a news story without an accompanying image?
- 45. Think about how you share visuals. Describe what the images are. Provide high and low res options.
- 47. *Note – I’m not suggesting explicitly answering each of these questions
- 48. Just make sure you’ve actually considered them yourself and it will be apparent to the journalist.
- 49. Extra pitch tips
- 51. Use their name.
- 52. Don’t be *too* friendly or over familiar.
- 54. Usually best to paste in email.
- 55. Get to the point: Who? What? Where? When? Why?
- 56. Curb hyperbole - not everything is awesome.
- 57. Ensure your data is sound.
- 59. And be available. (Or at least outline when you will be.)
- 63. Why now? Why you? Why me? Summary Who’s affected? What should I feel? Is it shareable? How is it visualised?