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Laura Crimmons-Digitalzone18
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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- 1. #DIGITALZONE The successful campaign blueprintL AU R A C R I M M O N S @lauracrimmons
- 2. #DIGITALZONE The successful campaign blueprintL AU R A C R I M M O N S @lauracrimmons
- 3. There are no guaranteesin PR/Content Marketing.
- 4. But there arecertain considerations that make campaigns more likely to succeed.
- 5. Or rather thereare certain questions a journalist will ask when considering whether to cover your story.
- 6. If you’ve consideredall of these questions you’re more likely to create a successful campaign.
- 7.
- 8. Why should I writeabout this now?
- 9.
- 10. ‘Event’ tie-in Public Holiday NationalDay Cultural event Anniversary
- 11.
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- 13. What makes this brandcredible to the subject?
- 14.
- 16. May need to ‘borrow’ someoneelse’s credibility
- 18. Either way, credibility hasto be established.
- 19.
- 20. Why is this relevantto me?
- 21. Show why they shouldcare.
- 22. Does it fitinto a column they write?
- 23. Have they written aboutthe topic before?
- 24. Is it apersonal interest of theirs?
- 26. If none ofthe above apply – should you really be contacting them?
- 27. Outline this. Where doyou see the piece sitting?
- 28.
- 29. How does this storymake me feel?
- 30. “I've learned that peoplewill 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.
- 34. “Rather than harpingon features or facts, we need to focus on feelings; the underlying emotions that motivate people to action.”
- 35.
- 36.
- 37. Use case studies toshow human impact.
- 38.
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- 43.
- 44. When’s the lasttime you saw a news story without an accompanying image?
- 45. Think about how you sharevisuals. Describe what the images are. Provide high and low res options.
- 46.
- 47. *Note – I’mnot suggesting explicitly answering each of these questions
- 48. Just make sureyou’ve actually considered them yourself and it will be apparent to the journalist.
- 49.
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- 52. Don’t be *too* friendlyor over familiar.
- 53.
- 54. Usually best to pastein email.
- 55. Get to thepoint: Who? What? Where? When? Why?
- 56. Curb hyperbole - noteverything is awesome.
- 57. Ensure your data issound.
- 58.
- 59. And be available. (Or atleast outline when you will be.)
- 60.
- 61.
- 63. Why now? Why you? Whyme? Summary Who’s affected? What should I feel? Is it shareable? How is it visualised?
- 64.