Journalists are not from planet marketing!
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Journalists are not from planet marketing! How to deal with the alien species for better content results EMILY SHELLEY @PA_EmilyShelley
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Our Head of Content For Marketing, Emily Shelley, gives digital marketers some practical tips for dealing with journalists so you get the most effective content for your content marketing strategy.
Transcript of 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
Thank youDiscover more about clever content
www.pressassociation.com/contentformarketing
