simon carter what journalists really want

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What Journalist really want Making the Media work for you! Simon Carter – Head of Media Relations for The Scout Association My Organsiation - 550,000 girls & boys We have been growing for 10 years We change young peoples lives Planned 2007 Scout Centenary – Just started Cub Scout Centenary 8 th February 2015 #SMEX16

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What Journalist really want Making the Media work for you!

• Simon Carter – Head of Media Relations for The Scout Association

• My Organsiation - 550,000 girls & boys• We have been growing for 10 years • We change young peoples lives• Planned 2007 Scout Centenary – Just started

Cub Scout Centenary

8th February 2015#SMEX16

Making best use of assets- so Journalists are interested

• Producing• Molding• Sharing• Withholding• Using across Channels• In Conclusion

8th February 2015#SMEX16

Your experiences and needs

• Lots of sharing content• Lots of asking questions

• First off• I want to know two (or more) things you

want to know how to do!

8th February 2015#SMEX16

Production lessons

• Ask journalist what they want (potentially guide them)

• Have content to hand pre prepared and available – 5 packages on Google drive

• Engage with professionals that can generate your content

• Make sure your brand is clear• If video - Shoot ENG style

8th February 2015#SMEX16

Molding

• An example – Granada ITV news• Cub Scouts celebrate 100 years of

adventure• http://www.itv.com/news/granada/2016-

01-18/cub-scouts-celebrate-100-years/

8th February 2015#SMEX16

Molding - lessons

• Check what the journalist has been asked to produce

• Film content yourself (e.g. the sleep over sequence)

• Have the right spokespeople in place for the right region (We did it 11 times)

• Be flexible and have editing kit with you• Have radio kit with you – Luci Live

8th February 2015#SMEX16

Sharing across channels

• When you tweet content reference the journalist; you then harness their channels when they RT

8th February 2015#SMEX16

Sharing across Channels - Lessons

• Negotiate RT’s – ZSL RT’s helped us added 50K to our reach

• Produce special content for each channel – Facebook https://www.facebook.com/scoutassociation/videos/1015327

• News papers took this• https://

www.youtube.com/watch?v=Id6R-h5ih8E#action=share

8th February 2015#SMEX16

Getting Political support

• Hold an event in the House• Get a question at PMQ’s• Share the Content • Follow up with Journalists

8th February 2015#SMEX16

With holding content - Lessons

• Work out what you don’t want filling your airtime and guard it with your life

• Offer alternatives (activities and archive)• http://

www.bbc.co.uk/news/uk-35336856

8th February 2015#SMEX16

Assets to support a Live Broadcast

• Live regional TV piece • At a location known to you

8th February 2015#SMEX16

Assets to support a Live Broadcast

• Place to Park the truck• Spokesperson• Info Graphic• Info for Astons• Case study• Something going on in the background• Press release for the presenter• B role – easy to download• Twitter name for Presenter & Station• Stats

8th February 2015#SMEX16

In Conclusion

• Generate your own content – you control your messages

• Work closely with journalist to make their life easier – ask them what they want

• Offer alternative or unique content• Be positive and helpful

8th February 2015#SMEX16