The document discusses the importance of mastering content streams in communication strategies for corporations and institutions, emphasizing the need for a content-centric approach that aligns with organizational goals. It outlines the roles of various teams, including the newsroom, the lab, the desk, and the factory, in producing, managing, and amplifying content to engage audiences effectively. Additionally, it highlights the use of the Pilot tool for optimizing content production and strategic distribution across multiple channels.

1. The
Be aware.
Be active.
NEWSROOM

2. Mastering
streams
content

3. Back to basics !
In a global and multi-faceted ecosystem, companies and institutions must
focus on their fundamental communication objectives more than ever:
Create brand preference
Build and sustain reputation
Generate visibility and results
But this ecosystem also multiplies communication possibilities
for corporations by creating new content distribution channels.

4. Creating content ...
Today, content plays a central role in corporate and ins-
titutional communication strategies.
Content streams, either internal or external, are exploding:
From the employee to the consumer, from the
citizen to the user, everyone “broadcasts”!
Mastering these streams has become a necessity but above
all this creates an opportunity to stand out, to strengthen
positioning and to differentiate a brand.

5. … but not haphazardly
Content does not cohere with strategy, is misused
in the ecosystem and published counter productively,
Opportunities to be heard are missed…
Increased number of experts and interlocutors,
Uncontrolled production costs…
Corporations and institutions now use content to tell authentic stories across their
communication channels.
They have become their own media.
But programMing is weak:
And organisationS HAVE not adapted to new needs:

6. The challenge is to
Producethe
rightcontent,
For the right target,
at the right time and
in the right place!
but above all

7. Getting
organized
forandby
content

8. Adopt a content
centric strategy
Produce quality content, that is original and engaging,
Create content in terms of pooling and
enhancement within the ecosystem,
Induce production cost efficiency,
Measure content performance : audience, engagement, leads ...

9. Respect the fundamentals
Follow a publisher’s model: be capable of producing
real-time content and/or in-depth content.
Coordinate actions within a coherent content strategy to
reach and engage with small and large communities.
Join a global conversation to nourish the
company or institution’s reputation.

10. Tosee,hear,write,react,analyse
like a media:
THE NEWSROOM

11. What is The Newsroom?
Publicis Consultant’s Newsroom is:
1 An editorial team, organised around content production and
its publishing rhythm.
A unique programming tool that provides content performance analytics
THe lab
THe desk
THe factory
first detects weak signals and provides insights,
reacts and produces content in real-time,
builds long-term reputation and produces programmed content.
3 coordinated areas of expertise:
Pilot

12. Newsroom Organisation
Corporate communications department
Newsroom Publicis Consultants
FACTORYCONTENT MANAGEMENT
LABCONTENT SURVEY INSIGHT DETECTION
chief content
officer
chief content
editor
DESKCONTENT ENGAGEMENT
CONTENT PRODUCTION INTELLIGENCE
Content production and publication
unified content planification (pilot)

13. The Lab, to anticipate
Who makes up The Lab?
With which tool?
• Analysts
• A creative technologist
Builtonwebsemanticsanalysis,
Trendsboard helps select and
analyse conversations that will
drive buzz on the web.
The Lab absorbs the brand, its objectives and
studies its audience to better understand its
centres of interest and its expectations.
Within an effervescent media arena, The Lab
identifies weak signals and detects emerging
topics.
A system of alerts established by The Lab keeps
editorialconsultantsandcommunitymanagers
informed of upcoming topics.
The Lab identifies new trends in technology,
formats and distribution methods. It analyses
them and makes recommendations according
to each client’s needs.

14. The Desk, to react
Who makes up the Desk?
With which tools?
• Editorial consultants
• Specialists in design, creation
and production
• Experts in content amplification
Pilot®: a content piloting tool
used by Publicis Consultants that
is unique in Europe.
TheLabwire:areal-timenewswire
with the capacity to create alerts,
flag emergencies and place weak
signals in context.
TheDeskdesignsandproducescontentlinked
to events. The success of this content relies
on the analysis of the consumers' context and
on the pertinence of the chosen formats.
It transforms rising topics into opportunities
to engage with the audience and produces
content in “real-time”.
It works hand in hand with client Community
managers and with experts in content ampli-
fication.
It relies on specialized and highly reactive
production teams.

15. The Factory, to build a reputation
Who makes up the Factory?
With which tools?
• Editorial consultants
• Experts in content amplification
• Design, creation and
production specialists
Pilot®: a content piloting tool
used by Publicis Consultants that
is unique in Europe.
Outbrain:apartnershipmediatool
that recommends brand content
to editorial teams in large media
agencies.
The factory detects future events and calendar
items that they will highlight and transform
into article items that they will highlight and
transform into article topics and rich media.
Once the subjects are determined, it choses
the angles and appropriate formats to create
content that will impress targeted audiences
over a number of weeks.
The programmed content unfolds one great
story in time, in substance and in tone.
TheFactoryoverseesproduction,ensuresthe
quality of content delivered and implements
the editorial partnership strategy.

16. A united editorial team
ECOSYSTEM ANALYSTS
They translate data and user behaviour into
information that will strengthen editorial strategy.
They transform weak signals on the social web
for pertinent stories.
CREATIVE TECHNOLOGIST
Involved in creating narrative concepts, they suggest
new technologies. Editors use these ideas for new
story-telling features.
Multimedia copywriters
Magiciansofwordsandimages,theyusetheirtalent
to venture off beaten tracks to find an idea that will
make the difference – and create a conversation.
They are creative, talented and juggle
Print with Digital.
EDITORIAL CONSULTANTS
Specialists in storytelling and content, they guarantee
the narrative strategy based on their thorough
understanding of their client’s needs and expectations.
CONTENT AMPLIFICATION EXPERTS
They organise the roll-out of media campaigns on
social networks. Experts in micro-segmentation
and optimisation techniques, they work to make
each content effectively visible.

17. Piloting
the content

18. Pilot, a tool for who?
Pilot is an online tool developed communications
professionals. It provides a panoptic view
in real time of a company’s communication
output on its various channels.
The software also allows information emitters
and those responsible for distribution channels
to structure content flow and to make daily
operations more fluid.

19. Pilot, a tool for what?
Pilot is a centralised editorial calendar that coordinates the targets,
content and distribution channels, from digital to print:
To inform each actor of what needs to be done.
To edit content in collaboration,
To follow the validation process,
To organise the content pool,
To optimise production investments.

20. Pilot’s functions
imagine
Integrate the annual communication plan/“evergreen” topics.
Share with teams.
Bring the best ideas forward.
Imagine content to produce.

21. program
Establish the editorial agenda for content on all channels.
Create and share editorial calendars with colleagues.
Allocate tasks.
Pilot’s functions

22. publish
Manage content production for internal and external teams.
Access a reference library of content published by the company.
Be alerted in an emergency.
Pilot’s functions

23. measure
Aggregate audience and engagement data.
Measure content performance by channel.
Optimise content in consequence.
Pilot’s functions

24. Producing
THE contenT

25. Distil “intelligent”
content
The Newsroom pilots intelligent content production and
follows 4 requirements:
Respond to needs defined by clients’ communication strategies.
Entertain, inform, bring added value.
Design and optimise production to suit every distribution channel.
Ensure that content is globally coherent.

26. Selecting the best
talent
The Newsroom works with a network of content specialists
specialists that are multichannel, creative and engaging:
The Newsroom also selects the appropriate content providers
and editors with the highest editorial standards.
Journalists, editors, creative writers, scriptwriters,
Art directors, illustrators, graphic designers,
3D animation specialists, motion designers,
Photographers, film directors, film producers,
Community managers, programmers, SEO
and accessibility specialists …

27. The Newsroom
services

28. Bespoke Newsroom services
STRATEGY
Editorial audit
Brand history
Content strategy (placement, target, editorial line)
Engagement and management
Storytelling

29. DESIGN
Editorial calendars
Editing for Social media
Subscription to The Lab newsfeed
Content trend spotting
Measuring and analysis
Bespoke Newsroom services

30. production
Original and adapted content
Real-time / programmed
All formats
All media
Paid and content amplification
Bespoke Newsroom services

31. contacts newsroom
Matthieu Weider
Content Director
matthieu.weider@verbe.fr
+33 1 44 82 47 42
+33 6 47 57 24 35
Marie-Sophie Joubert
Senior Consultant
marie-sophie.joubert@consultants.publicis.fr
+33 1 44 82 45 68
+33 6 30 84 54 03
PUBLICIS-CONSULTANTS.FR
5 rue Feydeau
75002 Paris
+33 1 44 82 45 00