journalists are not from planet marketing!

Journalists are not from planet marketing!

How to deal with the alien species for better content results

EMILY SHELLEY@PA_EmilyShelley

It‟s all about avoiding miscommunication

You say: “This needs to hit all sections of our social bullseye…”

We hear: “Something about facebook???”

Getting it wrong means…

1. Endless amends and rewrites

2. Disappointed stakeholders

3. Ineffective off-message content

A waste of time and money!

Getting it right means…

1. Return on investment

2. Engaged audiences

3. Effective content

An easier working life!

It all begins with the brief…

10 things you need to know about working with journalists…

#1Journalists need to be told what to do

Too vague!

10 things you need to know about working with journalists…

#2Journalists ask a lot of questions

Too specific!

Good content needs…

faith, trust and a little bit of pixie dust?

10 things you need to know about working with journalists…

#3Journalists are not magic

Ask yourself…

Why do you want it?

Who do you want it for?

Where is it going?

Why + Where + Who = X

10 things you need to know about working with journalists…

#4Journalists know a good story

We’ve got the X factor!

10 things you need to know about working with journalists…

#5Journalists spend more time on research than writing

All understood?

10 things you need to know about working with journalists…

#6Commissioning is a skill that takes practice

How good‟s your feedback?

10 things you need to know about working with journalists…

#7Journalists can handle feedback – be direct

Top 5 worst feedback lines to give to a journalist…

1. „It‟s just not really what we were looking for‟

2. „It‟s fine by me but the director doesn‟t think it‟s good enough‟

3. „I‟m not sure it‟s really there yet – could you have another go?‟

4. „We wanted something a bit more like you would find in a newspaper or a magazine?‟

5. „Just leave it with me, I‟ll get someone else to rewrite it‟

So, how do you score?

10 things you need to know about working with journalists…

#8Feedback should relate directly back to the brief

Fee

Check…

Format

Audience

Strategy

Tone of voice

10 things you need to know about working with journalists…

#9Journalists should give you what you asked for

Fee

10 things you need to know about working with journalists…

#10PA journalists are the best in the business

Fee

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