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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
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…

#1
Journalists need to be
told what to do
Too vague!
10 things you need to know about
working with journalists…

#2
Journalists 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…

#3
Journalists are not magic
Ask yourself…
Why do you want it?
Who do you want it for?
Where is it going?
Why + W

here

+W =X
ho
10 things you need to know about
working with journalists…

#4
Journalists know a good
story
We’ve got
the X factor!
10 things you need to know about
working with journalists…

#5
Journalists spend more time
on research than writing
All understood?
10 things you need to know about
working with journalists…

#6
Commissioning is a skill
that takes practice
How good‟s your feedback?
10 things you need to know about
working with journalists…

#7
Journalists 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…
F
e
e

#8
Feedback should relate
directly back to the brief
Check…

Format
Audience
Strategy

Tone of voice
10 things you need to know about
working with journalists…
F
e
e

#9
Journalists should give
you what you asked for
10 things you need to know about
working with journalists…
F
e
e

#10
PA journalists are the
best in the business
Thank you
Discover more about clever content
www.pressassociation.com/contentformarketing

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Journalists are not from planet marketing!