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.
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.
4. 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
73. 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.
74. USE WHITE OR VERY LIGHT
COLOURED BACKGROUNDS
KEEP IN MIND
1.
81. HELP GET THE ATTENTION
OF JOURNALISTS
WHY THEY
WORK
1.
82. HELP GET THE ATTENTION
OF JOURNALISTS
ENCOURAGE THE USER
TO STAY IN THE ARTICLE
FOR LOGER
WHY THEY
WORK
1.
2.
83. HELP GET THE ATTENTION
OF JOURNALISTS
ENCOURAGE THE USER
TO STAY IN THE ARTICLE
FOR LOGER
WHY THEY
WORK
1.
2.
EXPLORE OTHER ANGLES3.
84. 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.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98. 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
101. MAKE SURE YOUR
CAMPAIGN LOOKS GOOD
ON MOBILE
DIVIDE YOUR
INFOGRAPHIC INTO
PARTS
KEEP IN MIND
1.
2.
102. 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.
103. 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.
104.
105.
106. It’s our responsibility to make designs
easy to read and use for as many people
as possible
ACCESSIBILITY
108. BE MINDFUL OF CONTRAST,
ESPECIALLY ON TEXT
KEEP IN MIND
1.
109. BE MINDFUL OF CONTRAST,
ESPECIALLY ON TEXT
AVOID PURE BLACK ON
PURE WHITE AND VICE
VERSA
KEEP IN MIND
1.
2.
110. 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.
111. 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.
121. DO YOU THINK YOU HAD
ENOUGH TIME?
SURVEY QUESTIONS
1.
122. DO YOU THINK YOU HAD
ENOUGH TIME?
MAJOR CHALLENGES
SURVEY QUESTIONS
1.
2.
123. DO YOU THINK YOU HAD
ENOUGH TIME?
MAJOR CHALLENGES
SURVEY QUESTIONS
1.
2.
WHAT WOULD’VE MADE
YOUR JOB EASIER?
3.
124. 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.
137. 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