Download - Simon carter What journalists really want
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
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Making best use of assets- so Journalists are interested
• Producing• Molding• Sharing• Withholding• Using across Channels• In Conclusion
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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!
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Production
• Two examples of content production• Channel Five news and ITV Grananda • https
://www.youtube.com/watch?v=ex_20ttvFkY
• http://www.itv.com/news/tyne-tees/update/2015-08-03/northumberland-unit-attends-world-scout-jamboree-in-japan/
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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
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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/
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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
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Sharing across channels
• When you tweet content reference the journalist; you then harness their channels when they RT
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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
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Getting Political support
• Hold an event in the House• Get a question at PMQ’s• Share the Content • Follow up with Journalists
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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
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Assets to support a Live Broadcast
• Live regional TV piece • At a location known to you
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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
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