How can your charity work more effectively with journalists and how can you produce your own content that will engage journalists in your cause.

1. What Journalist really want
Making the Media work for you!
• Simon Carter – Head of Media Relations for
The Scout Association
• My Organsiation - 550,000 girls & boys
• We have been growing for 10 years
• We change young peoples lives
• Planned 2007 Scout Centenary – Just started
Cub Scout Centenary
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#SMEX16

2. Making best use of assets
- so Journalists are interested
• Producing
• Molding
• Sharing
• Withholding
• Using across Channels
• In Conclusion
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3. Your experiences and needs
• Lots of sharing content
• Lots of asking questions
• First off
• I want to know two (or more) things you
want to know how to do!
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4. Production
• Two examples of content production
• Channel Five news and ITV Grananda
• https://www.youtube.com/watch?v=ex_
20ttvFkY
• http://www.itv.com/news/tyne-
tees/update/2015-08-
03/northumberland-unit-attends-world-
scout-jamboree-in-japan/
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5. Production lessons
• Ask journalist what they want
(potentially guide them)
• Have content to hand pre prepared and
available – 5 packages on Google drive
• Engage with professionals that can
generate your content
• Make sure your brand is clear
• If video - Shoot ENG style
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#SMEX16

6. Molding
• An example – Granada ITV news
• Cub Scouts celebrate 100 years of
adventure
• http://www.itv.com/news/granada/2016-
01-18/cub-scouts-celebrate-100-years/
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7. Molding - lessons
• Check what the journalist has been
asked to produce
• Film content yourself (e.g. the sleep
over sequence)
• Have the right spokespeople in place for
the right region (We did it 11 times)
• Be flexible and have editing kit with you
• Have radio kit with you – Luci Live
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8. Sharing across channels
• When you tweet content reference the
journalist; you then harness their
channels when they RT
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9. Sharing across Channels - Lessons
• Negotiate RT’s – ZSL RT’s helped us added 50K to
our reach
• Produce special content for each channel –
Facebook
https://www.facebook.com/scoutassociation/videos/1
015327
• News papers took this
• https://www.youtube.com/watch?v=Id6R-
h5ih8E#action=share
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10. Getting Political support
• Hold an event in the House
• Get a question at PMQ’s
• Share the Content
• Follow up with Journalists
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11. With holding content - Lessons
• Work out what you don’t want filling
your airtime and guard it with your life
• Offer alternatives (activities and archive)
• http://www.bbc.co.uk/news/uk-
35336856
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12. Assets to support a Live
Broadcast
• Live regional TV piece
• At a location known to you
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13. Assets to support a Live
Broadcast
• Place to Park the truck
• Spokesperson
• Info Graphic
• Info for Astons
• Case study
• Something going on in the background
• Press release for the presenter
• B role – easy to download
• Twitter name for Presenter & Station
• Stats
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14. In Conclusion
• Generate your own content – you
control your messages
• Work closely with journalist to make
their life easier – ask them what they
want
• Offer alternative or unique content
• Be positive and helpful
8th February 2015
#SMEX16