Charlotte Beckett, head of digital and Amy MacLaren, head of the charity and campaigning team at Four Communications

1. Creating a rich media toolkit
Charlotte Beckett & Amy MacLaren
16 May 2014

2. the independent integrated agency
Hello
Charlotte Beckett
Head of Digital
@londoncharlotte
Amy MacLaren
Associate Director,
Campaigning
@maccalarena

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Explore topics like:
•What do journalists want and where do they get
it?
•Do we need journalists?
And look at the practicalities of:
•The perfect toolkit
•Being social (not just doing)
•Channelling your inner Anna Wintour
Today we will ...

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What is Rich Media?

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Which is all very well for advertising …
What’s it got to do with PR?

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What do journalists want?
News – firsts, breakthroughs, biggest/fastest/highest – particularly exclusives
People and visuals – trusted sources and strong opinions – experts, commentators
willing to get off the fence, real life stories, images to bring the story to life

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Where do journalists get their information?
• Tips from trusted
contacts
• Advance briefings
• Press conferences
• Press releases
• Newswires
• Social media

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The social journalist
Source: Worldwide 2013 Social Journalism Study - Cision with Canterbury Christ Church University

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Who else is making the news?

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What’s in your toolkit?
Content, content, content!
- Basic info: facts & stats; spokespeople biogs (and showreel); releases;
position statements
- Detailed info: research reports; shareable outputs i.e. infographics,
images, videos

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The media centre gets social

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What do people trust?
Source: Edelman Trust Barometer

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Why has that trust dropped?
Source: Edelman Trust Barometer

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Who do people trust?
Source: Edelman Trust Barometer
+ 7%

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Do we need the media?

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So do we need the media?

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Unleashing your inner Anna Wintour

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We spoke to all of them so you don’t have to. Here’s what we learnt:
Why Rich Media:
•"A minute of video is worth 1.8 million words" Dr James McQuivey,
Forrester
Strategy first:
•Who are you creating content for?
•What do you want them to feel, think, do?
•What channels will you reach them on?
•How are you evaluating it?
15 Indispensable Tips From Famous PR Folk

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When it comes to implementation:
• 70 - 20 - 10: create an ongoing but agile editorial calendar
• Get found: keywords, synonyms, tags
• Help people discover the full story: link to other related content
• Make it shareable (part 1)
Creating killer content:
• Write for people not just robots
• Think in headlines: clickability, shareability
• Be visual: people and robots love videos and pictures
• Attention sp ..?
• Make it shareable (part 2)
• Let it go

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(Rich) media content planning
Campaign Primary message Secondary message Channel(s) Content type(s)

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(Rich) media content is about this

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(Rich) media content is about this

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(And also this)

24. Thank you!
Charlotte Beckett, Head of Digital
T: 020 3679 4340 | E: charlotte.beckett@fourcolmangetty.com
@londoncharlotte
Amy MacLaren, Head of Campaigning
T: 020 3679 4245 | E: amy.maclaren@fourcolmangetty.com
@maccalarena
www.fourcommunications.com