A Presentation by News CanadaWhy Great Content Matters

online on-air in print

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

JANE STOKESManaging Editor, News Canada

WRITE LIKE A REPORTER

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

Examples & Solutions

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.

Problem: Granola bar writer, not a reporter

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).......

Too much branding

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....”

2) Use the quote format. It is the language of a reporter. Advice will be respected.

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.

Too emotional

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.

Crammed and confusing headlines

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.

Festive Holiday Fare

Desserts will put a twinkle in their eye

Trademarks

Footnotes

All sources, information and statistics should be qualified within the body of the article.

You are now a reporter

DIANE WILLIAMSManager, Digital Services, News Canada

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

Tips on creating your own Videos; what works, what doesn’t

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 Motion graphics tell the story

Example: Champix - Quitting Smoking

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?

With the evolution of online technology the paradigm has shifted….

From communicating ‘one to many’

To ‘many to many’

Where everyone can disseminate information

Many in PR are wondering how to integrate Social Media into their plans

Social Media is about conversations – conversations that will heighten awareness and opinion

However conversations must be earned

So how do you add social media to your plans?

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.

How do you harness the potential of social media?

It’s easier than you think

Produce Great Content

Let’s see how others have used social media and how content can be added to increase engagement

How content generates consumer participation

Opportunity to answer questions from consumers and consumers can add their own generated content

Content enables you to

Get into the conversation and tell your story without being intrusive

Once you have created content distribute it where ever possible to expand your measurable audience

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

what you need is great content and integrated distribution plan

In conclusion,

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: vprocunier@newscanada.com

Twitter: VProcunier | LinkedIn: http://www.linkedin.com/in/victoriaprocunier