Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Designing for digital PR

Content quality is a big deal when pitching creative campaigns to journalists. Alongside the data, story and copy, the design of a campaign can ultimately make or break it.

In this talk, Jazmin will share her learnings from designing creative campaigns for links from the last three-and-a-half years of working in the industry. In particular, she will be exploring how to balance client expectations and what works best for journalists. The talk will also explore do’s and don’ts when designing for digital PR, along with the best ways to create eye-catching campaigns and email pitches that will help you to acquire links in top-tier publications.

Ähnliche Bücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen

Ähnliche Hörbücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen
  • Als Erste(r) kommentieren

Designing for digital PR

  1. 1. DESIGNING FOR DIGITAL PR By Jazmin BatistiBy Jazmin Batisti @JazBatisti #BrightonSEO
  2. 2. AGENDA LESSONS LEARNT 02 Things to consider at the time of designing 01 TYPES OF CAMPAIGNS Most common layouts and campaign strategies 04 WHAT NEXT? The importance of having a wash-up session 03 USEFUL INFORMATION Advice to keep into consideration
  3. 3. CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, infographics & images by Freepik and illustrations by Stories jazbatisti@gmail.com /JazBatisti #BrightonSEO# GET IN TOUCH
  4. 4. TYPES OF CAMPAIGN S 01.
  5. 5. DIGITAL CAMPAIGNS BIG DATA
  6. 6. DIGITAL CAMPAIGNS BIG DATA IMAGE HEAVY
  7. 7. DIGITAL CAMPAIGNS BIG DATA IMAGE HEAVY GAMES
  8. 8. DIGITAL CAMPAIGNS BIG DATA IMAGE HEAVY GAMES EDITORIAL
  9. 9. AWESOME WORDS BIG DATA
  10. 10. AWESOME WORDS IMAGE HEAVY
  11. 11. AWESOME WORDS GAMES
  12. 12. AWESOME WORDS EDITORIAL
  13. 13. LESSONS LEARNT 02.
  14. 14. BEFORE WE START BRAND GUIDELINES
  15. 15. BEFORE WE START BRAND GUIDELINES TARGET PUBLICATIONS
  16. 16. BEFORE WE START BRAND GUIDELINES TARGET PUBLICATIONS SHOWING THE CONTENT
  17. 17. BEFORE WE START BRAND GUIDELINES TARGET PUBLICATIONS SHOWING THE CONTENT KEY ELEMENTS
  18. 18. It’s hard to get a link from a campaign that looks too branded as it might be perceived as advertising BRAND GUIDELINES
  19. 19. Both campaigns use the same colours, but we used them in very different ways
  20. 20. Aim for the campaign to fit the target publication’s aesthetics to help it get featured TARGET PUBLICATIONS
  21. 21. Different concepts require different approaches to design. SHOWING THE CONTENT
  22. 22. Sometimes campaigns require crucial assets that might need outsourcing, like videos, pictures, surveys, etc. KEY ELEMENTS
  23. 23. It’s very important to check copyright! KEY ELEMENTS
  24. 24. USEFUL INFORMATION 03.
  25. 25. THINGS TO CONSIDER EMBED WIDGET
  26. 26. THINGS TO CONSIDER EMBED WIDGET ADDITIONAL ASSETS
  27. 27. THINGS TO CONSIDER EMBED WIDGET ADDITIONAL ASSETS RESPONSIVE DESIGN
  28. 28. THINGS TO CONSIDER EMBED WIDGET ADDITIONAL ASSETS RESPONSIVE DESIGN ACCESSIBILITY
  29. 29. The possibility to embed a campaign allows the user to interact with our piece without leaving the site they’re currently on EMBED WIDGET
  30. 30. WHY EMBED?
  31. 31. WORKS WITHIN THE ARTICLE Allows the user to interact with the campaign without leaving the site WHY EMBED? 1.
  32. 32. WORKS WITHIN THE ARTICLE Allows the user to interact with the campaign without leaving the site We can include a follow link in the code FOLLOW LINK WHY EMBED? 1. 2.
  33. 33. USE WHITE OR VERY LIGHT COLOURED BACKGROUNDS KEEP IN MIND 1.
  34. 34. KEEP IN MIND
  35. 35. USE WHITE OR VERY LIGHT COLOURED BACKGROUNDS AVOID HAVING A SCROLL KEEP IN MIND 1. 2.
  36. 36. USE WHITE OR VERY LIGHT COLOURED BACKGROUNDS AVOID HAVING A SCROLL KEEP IN MIND 1. 2. DON’T INCLUDE SHARING BUTTONS 3.
  37. 37. USE WHITE OR VERY LIGHT COLOURED BACKGROUNDS AVOID HAVING A SCROLL KEEP IN MIND 1. 2. DON’T INCLUDE SHARING BUTTONS AVOID USING CLIENT LOGO 3. 4.
  38. 38. We use additional assets as a reinforcement for the campaign ADDITIONAL ASSETS
  39. 39. WHY THEY WORK
  40. 40. HELP GET THE ATTENTION OF JOURNALISTS WHY THEY WORK 1.
  41. 41. HELP GET THE ATTENTION OF JOURNALISTS ENCOURAGE THE USER TO STAY IN THE ARTICLE FOR LOGER WHY THEY WORK 1. 2.
  42. 42. HELP GET THE ATTENTION OF JOURNALISTS ENCOURAGE THE USER TO STAY IN THE ARTICLE FOR LOGER WHY THEY WORK 1. 2. EXPLORE OTHER ANGLES3.
  43. 43. HELP GET THE ATTENTION OF JOURNALISTS ENCOURAGE THE USER TO STAY IN THE ARTICLE FOR LOGER WHY THEY WORK 1. 2. EXPLORE OTHER ANGLES KEEP A CAMPAIGN EVERGREEN 3. 4.
  44. 44. Our designs will be seen on desktop, tablet and mobile alike, so we need to make sure they look good on all devices RESPONSIVE DESIGN
  45. 45. KEEP IN MIND
  46. 46. MAKE SURE YOUR CAMPAIGN LOOKS GOOD ON MOBILE KEEP IN MIND 1.
  47. 47. MAKE SURE YOUR CAMPAIGN LOOKS GOOD ON MOBILE DIVIDE YOUR INFOGRAPHIC INTO PARTS KEEP IN MIND 1. 2.
  48. 48. MAKE SURE YOUR CAMPAIGN LOOKS GOOD ON MOBILE DIVIDE YOUR INFOGRAPHIC INTO PARTS KEEP IN MIND 1. 2. MINIMUM FONT SIZE SHOULD BE 14PX 3.
  49. 49. MAKE SURE YOUR CAMPAIGN LOOKS GOOD ON MOBILE DIVIDE YOUR INFOGRAPHIC INTO PARTS KEEP IN MIND 1. 2. MINIMUM FONT SIZE SHOULD BE 14PX LEGIBILITY > EVERYTHING ELSE 3. 4.
  50. 50. It’s our responsibility to make designs easy to read and use for as many people as possible ACCESSIBILITY
  51. 51. KEEP IN MIND
  52. 52. BE MINDFUL OF CONTRAST, ESPECIALLY ON TEXT KEEP IN MIND 1.
  53. 53. BE MINDFUL OF CONTRAST, ESPECIALLY ON TEXT AVOID PURE BLACK ON PURE WHITE AND VICE VERSA KEEP IN MIND 1. 2.
  54. 54. BE MINDFUL OF CONTRAST, ESPECIALLY ON TEXT AVOID PURE BLACK ON PURE WHITE AND VICE VERSA KEEP IN MIND 1. 2. DON’T USE COLOUR AS THE ONLY WAY TO COMMUNICATE SOMETHING 3.
  55. 55. BE MINDFUL OF CONTRAST, ESPECIALLY ON TEXT AVOID PURE BLACK ON PURE WHITE AND VICE VERSA KEEP IN MIND 1. 2. DON’T USE COLOUR AS THE ONLY WAY TO COMMUNICATE SOMETHING DON’T PLACE IMPORTANT INFORMATION ON HOVER 3. 4.
  56. 56. WHAT NEXT? 04.
  57. 57. WASH-UP SESSIONS SURVEY
  58. 58. WASH-UP SESSIONS SURVEY DOCUMENT
  59. 59. WASH-UP SESSIONS SURVEY DOCUMENT MEETING
  60. 60. WASH-UP SESSIONS SURVEY DOCUMENT MEETING LEARNINGS
  61. 61. SURVEY QUESTIONS
  62. 62. DO YOU THINK YOU HAD ENOUGH TIME? SURVEY QUESTIONS 1.
  63. 63. DO YOU THINK YOU HAD ENOUGH TIME? MAJOR CHALLENGES SURVEY QUESTIONS 1. 2.
  64. 64. DO YOU THINK YOU HAD ENOUGH TIME? MAJOR CHALLENGES SURVEY QUESTIONS 1. 2. WHAT WOULD’VE MADE YOUR JOB EASIER? 3.
  65. 65. DO YOU THINK YOU HAD ENOUGH TIME? MAJOR CHALLENGES SURVEY QUESTIONS 1. 2. WHAT WOULD’VE MADE YOUR JOB EASIER? NOTABLE SUCCESSES AND FAILURES 3. 4.
  66. 66. DOCUMENT OVERALL RESULTS 1.
  67. 67. DOCUMENT OVERALL RESULTS TRENDS 1. 2.
  68. 68. DOCUMENT OVERALL RESULTS TRENDS SUGGESTIONS 1. 2. 3.
  69. 69. MEETING EVERYONE IS INVITED 1.
  70. 70. MEETING EVERYONE IS INVITED FINDINGS 1. 2.
  71. 71. MEETING EVERYONE IS INVITED FINDINGS RESULTS 1. 2. 3.
  72. 72. CONCLUSION KEY QUESTIONS
  73. 73. CONCLUSION KEY QUESTIONS OTHER FEATURES
  74. 74. CONCLUSION KEY QUESTIONS OTHER FEATURES PROCESS
  75. 75. CONCLUSION LOOK BACK KEY QUESTIONS OTHER FEATURES PROCESS
  76. 76. AWESOME WORDS THAT’S ALL, FOLKS!
  77. 77. GET IN TOUCH jazbatisti@gmail.com /JazBatisti #BrightonSEO#
  78. 78. RESOURCES USEFUL LINKS ● Wash up survey template by The Article Group https://medium.com/article-group/who-shot-ya-a-b etter-post-mortem-for-agencies-or-any-business-re ally-b9a829cd3fcb ● Pexels Free Image Bank https://www.pexels.com/ ● WebAIM Contrast Checker https://webaim.org/resources/contrastchecker/ ● Stark (Contrast Sketch plugin) https://www.getstark.co/ ● Check that the colours on your website have good enough contrast on colorable https://colorable.jxnblk.com/ CREDITS ● Presentation template by Slidesgo ● Pictures by pexels.com ● Icons created by these designers from NounProject ○ Accessibility and Survey icons by Yu Luck ○ Assets icon by Shashank Singh ○ Before icon by Carla Porciuncula ○ Blog icon by lastpark ○ Display icon by Icons Bazaar ○ During icon by Shocho ○ Document icon by Dennis ○ Embed icon by Shastry ○ Knowledge and Games icon by Supalerk Iaipawat ○ Look back icon by Markus ○ Meeting icon by Artworkbean ○ Other icon by Myart ○ Outsource icon by Andrey Vasiliev ○ Responsive icon by Nikita Kozin ○ Big Data icon by Eucalyp ○ Target icon by Danil Polshin ○ Visual icon by Anastasia Latysheva

    Als Erste(r) kommentieren

    Loggen Sie sich ein, um Kommentare anzuzeigen.

  • LizWalmsley

    Oct. 3, 2020
  • drebecca

    Oct. 11, 2020

Content quality is a big deal when pitching creative campaigns to journalists. Alongside the data, story and copy, the design of a campaign can ultimately make or break it. In this talk, Jazmin will share her learnings from designing creative campaigns for links from the last three-and-a-half years of working in the industry. In particular, she will be exploring how to balance client expectations and what works best for journalists. The talk will also explore do’s and don’ts when designing for digital PR, along with the best ways to create eye-catching campaigns and email pitches that will help you to acquire links in top-tier publications.

Aufrufe

Aufrufe insgesamt

571

Auf Slideshare

0

Aus Einbettungen

0

Anzahl der Einbettungen

88

Befehle

Downloads

12

Geteilt

0

Kommentare

0

Likes

2

×