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Creating a rich media toolkit. CharityComms PR Network. 16 May 2014.
1. Creating a rich media toolkit
Charlotte Beckett & Amy MacLaren
16 May 2014
2. the independent integrated agency
Hello
Charlotte Beckett
Head of Digital
@londoncharlotte
Amy MacLaren
Associate Director,
Campaigning
@maccalarena
3. the independent integrated agency
Explore topics like:
•What do journalists want and where do they get
it?
•Do we need journalists?
And look at the practicalities of:
•The perfect toolkit
•Being social (not just doing)
•Channelling your inner Anna Wintour
Today we will ...
6. the independent integrated agency
What do journalists want?
News – firsts, breakthroughs, biggest/fastest/highest – particularly exclusives
People and visuals – trusted sources and strong opinions – experts, commentators
willing to get off the fence, real life stories, images to bring the story to life
7. the independent integrated agency
Where do journalists get their information?
• Tips from trusted
contacts
• Advance briefings
• Press conferences
• Press releases
• Newswires
• Social media
8. the independent integrated agency
The social journalist
Source: Worldwide 2013 Social Journalism Study - Cision with Canterbury Christ Church University
18. the independent integrated agency
We spoke to all of them so you don’t have to. Here’s what we learnt:
Why Rich Media:
•"A minute of video is worth 1.8 million words" Dr James McQuivey,
Forrester
Strategy first:
•Who are you creating content for?
•What do you want them to feel, think, do?
•What channels will you reach them on?
•How are you evaluating it?
15 Indispensable Tips From Famous PR Folk
19. the independent integrated agency
When it comes to implementation:
• 70 - 20 - 10: create an ongoing but agile editorial calendar
• Get found: keywords, synonyms, tags
• Help people discover the full story: link to other related content
• Make it shareable (part 1)
Creating killer content:
• Write for people not just robots
• Think in headlines: clickability, shareability
• Be visual: people and robots love videos and pictures
• Attention sp ..?
• Make it shareable (part 2)
• Let it go
20. the independent integrated agency
(Rich) media content planning
Campaign Primary message Secondary message Channel(s) Content type(s)
24. Thank you!
Charlotte Beckett, Head of Digital
T: 020 3679 4340 | E: charlotte.beckett@fourcolmangetty.com
@londoncharlotte
Amy MacLaren, Head of Campaigning
T: 020 3679 4245 | E: amy.maclaren@fourcolmangetty.com
@maccalarena
www.fourcommunications.com