news canada's tips and insights on creating article and video content
TRANSCRIPT
On June 1, 2010 News Canada’s experts presented their insights and information on creating content that will appeal to editors and online content managers.
Diane Williams, who manages News Canada’s Digital Services, provided learning points on what content works best with online videos and how to integrate your content - video and otherwise - into mainstream and social media programs to maximize exposure.
Jane Stokes, News Canada’s Managing Editor and a newsroom journalist provided learning points on how to avoid the most common mistakes public relations professionals make in the copy they send to editors. Learn about the mistakes, but better still, learn how to fix them. This seminar also includes quick tips on the smoothest way to imbed service/product/organization mentions.
Contact information is located at the end of presentation
Why do newsrooms reject PR copy?
Self-serving angle and tone
Too much branding Hard-hitting mentions Incorrect text styling Too emotional Crammed and
confusing headlines
Trademark symbols Footnotes
Self-serving angle and tone
Sample: Parents are aware of the numerous granola bar choices available for their children to enjoy as a snack during the day. But, granola bars are not just for children. There are now granola bars designed to meet grown-up tastes and demands.
Improved: Snacking can be good for you and your children. Just the right food at just the right time will add extra energy, nutrients, and the all-important fibre to your daily diet. Health Canada recommends 25 grams of dietary fibre every day, but reports show that too many people only eat half that much. Add more fibre by..... (granola bars).......
1) Use reporter words like, “this product”, “this beverage”, “this service”, “this treatment” etc. Give information by saying: “According to the federal government...”, “Government researchers confirm that...” “Industry analysts agree that the future is....”
Newsroom Tip: Always use the quote format for product features and benefits.
This reduces the advertorial tone, and it also solves editor nervousness in vouching for the information.
Hard-hitting mentions
Solve By: Using substitute words and pronouns.
Use shorter versions like “coke”, “the Citizen”, “the Senators”, “the government”, “the minister”, “at Bell”, “at Rogers”.
Soften the blow:
Instead of: “The Government of Canada is asking Canadians to consider all the benefits of getting a flu shot.”
Try: “Canadians should consider the benefits of getting a flu shot, according to a federal government document released earlier this week.
Diffuse the wording
Instead of: “Paying attention to the Canada Food Guide is important and all of the daily recommendations for fibre and B vitamins are contained in one bowl of Nabisco Shredded Wheat.
Try: “Paying attention to the Canada Food Guide is important and all of the daily recommendations for fibre and B vitamins are contained in the Nabisco line of cereals. One bowl of shredded wheat for example, gives you all of the daily.......”
Instead of: Tylenol Extra Strength
Try: “the Tylenol line of pain relievers. If you choose an extra strength dose, statistics show that.....”
Instead of: Hitachi High Definition Entertainment System
Try: “the Hitachi line in home entertainment. Take a closer look at the company’s newest developments in high definition, for example...”
Incorrect Text Styling
…on brand names, abbreviations, capitalization, numbers, punctuation, corporate titles, metric etc.
Use the CP Guidelines.
Instead of: Mothers are so dear to all of us and that’s why on Mother’s Day it’s important to get together for all the memories, past, present and future. Gifts are not always easy however, especially for the woman who has everything. And so, if you feel you would like to give her all the flowers in the world, why not surprise her this year with a family outing to Royal Botanical Gardens, where on Sunday, May 9 a special Mother’s Day Tea is planned?
Try: Surprise your mother this year by taking her to tea. Locations are plentiful in Southern Ontario, but perhaps there is none more appropriate than the special Mother’s Day Tea at the Royal Botanical Gardens. Bringing her to this location might be almost the same as giving her all of the flowers in the world.
A headline delivers the topic with the least words possible
Weak: With a job to do, cops on motorcycles offer lessons for all bikers
Strong: Motorcycle cops offer lessons to bikers
Strong headlines need no punctuation
Weak: Need an idea for your teen's gift this holiday season? Buy Senators season tickets
Strong: Hockey tickets make an ideal gift for teens
Headlines with a verb are more
powerful
Weak: Festive holiday fare
Strong: Entertain with festive holiday fare
Headlines use the Active voice
Weak: Getting ready for spring cleaning
Strong: Get ready for spring cleaning
Newsroom Tip:
Here's how to get more information into your headline without clutter: Indentify the topic and create a header. Then add the primary headline under it.
Footnotes
All sources, information and statistics should be qualified within the body of the article.
Why is online video important?
For the first time, Canadians are spending more time online than they are watching television - 18 hours a week online, compared to 16.9 hours watching television
Canadians spend more time online than any other country in the world, averaging 42 hours
Canadians watched an average of 263 videos, representing 20.6 hours per month
Sources: Ipsos Reid Study Mar ’10
ComScore ‘09
The Value of Online Videos Videos can be found anytime and accessed
anywhere A long shelf life for well developed videos Videos are receiver-driven – when
individuals want them Video accelerates SEO rankings – 53 times
more likely to appear on the first page of search results than text pages
Video formats that work
News Maker – mimics a television news cast and conforms to journalistic standards
Example: NRCan New Homes
Video formats that work
The webisode – highly effective - looks like a television show.
However is more difficult to create without a well-craft script, skillful editing and graphics, and expertise in studio lighting.
http://www.youtube.com/watch?v=ql-N3F1FhW4&feature=channel
Video formats that work ‘How To’ video that offers step by step
advice from an expert designed to inspire the audience
Example: NRCan Vehicles
Video Check List
Is the content about Canadians needs or is it about you?
Does the content have value – will it get shared?
If you were the general population …would you be interested…would you learn something?
Social Media is about conversations – conversations that will heighten awareness and opinion
However conversations must be earned
It’s important not to abandon your traditional and online communication programs – integration is the key
They work together with social media to create audience
action and response
Limited by the broadcast signal
As media converges online it’s an opportunity to expand your reach. The electronic tools make it easier to share and discuss and generate long term awareness.
Once your content is published, posted and aired, technology takes care of the rest allowing consumers to comment and
share the information and starts the conversations
For more information contact:
Victoria ProcunierSenior Account Executive, Ottawa Region
News Canada
We deliver your message online, on-air and in print
27 Beechwood Avenue, Suite 301, Ottawa, Ontario K1M 1M2
P: 613-241-9900 | F: 416-599-9700 | E: [email protected]
Twitter: VProcunier | LinkedIn: http://www.linkedin.com/in/victoriaprocunier