COVID-19 has forced seismic social change, including a surge in working from home. Suddenly, Joe and Jill Public are global communicators - doing it like the pros from the comfort of home. Well, sort of. Yes, anyone can go DIY. But, holy cow, you'll need some method to the madness to win in today's Attention Economy. That's what the DIY Newsroom is all about.

1. BE HEARD, NOT HERD
WITH A DIY NEWSROOM
Stuart Howie

2. BE HEARD, NOT HERD
Happy

3. THE DIY NEWSROOM
Be heard,
not herd
COVID-19 has forced seismic social
change, including a surge in #WFH.
Suddenly Joe and Jill Public are global
communicators – doing it like the pros
from the comfort of home.
Well sort of. Yes, anyone can go DIY.
But, holy cow, you’ll need some method
to the madness to win in today’s
Attention Economy ...

4. THE DIY NEWSROOM
In today’s
session
1. To quote from Cool Hand Luke: we’ve
got a failure to communicate
2. But we can rock it like a newsroom
3. Let’s get SMART
4. And follow DIY best practice
5. Scratch out your own plan, for ...
6. The ultimate prize

5. THE DIY NEWSROOM
About me
I’m Stuart Howie. I’m a
communications consultant based in
Canberra, Australia.
I help organisations and their teams to
discover, shape and tell their stories
for maximum reach and recognition.
I’m a former news executive, and
author of The DIY Newsroom.
Currently, I’m working with the
Australian Government on COVID-19
comms.

6. THE DIY NEWSROOM: BE HEARD, NOT HERD
Power of the microphone
I was destined for a career in media and communications ...

7. COMPETING IN THE ATTENTION ECONOMY
Communication breakdown
The organisations and leaders I talk to are 1. overwhelmed 2. dissatisfied about the ROI on their comms
efforts and 3. frustrated at not getting the recognition they deserve. What’s been your experience?

8. COMPETING IN THE ATTENTION ECONOMY
Trust and authenticity
Communications that are authentic, relevant and trustworthy standout in the Attention Economy.
What have you noticed during the COVID-19 crisis? What are the brands that have shone through
the crowded marketplace of disingenuous messaging and brand advertising?

9. 57%
76%
2020 EDELMAN TRUST BAROMETER
Information
breakdown
It’s incredible. We’re more informed than
ever, but despite this (or because of it?) we
don’t trust what we hear.
We don’t trust government, business nor
the media.
And this trust deficit is getting quantifiably
worse.
My media is contaminated by
untrustworthy information
I worry about false
information or fake news
being used as a weapon
diynewsroom.com

10. 92%
74%
2020 EDELMAN TRUST BAROMETER
Leadership
opportunity
People across the world want their bosses
to fill this leadership vacuum.
We have a high level of trust in those we
work for. But how can we leverage that?
A DIY Newsroom, provides the framework
to control your own message and to do
that in a strategic and sustainable way.
It’s about playing the long game.
Want to hear my boss speak
out on important issues
Think CEOs should take the
lead rather than waiting for
government to do so
diynewsroom.com

11. BE HEARD, NOT HERD WITH THE DIY NEWSROOM
Then came corona

12. THE DIY NEWSROOM
New times,
new way
Old school PR and advertising does not work
in this disrupted environment – where media
has fragmented into a million pieces.
The days of drafting a media release and
sending it everywhere in the hope of a
mention are gone. And this is not the main
game anymore anyway.
A DIY Newsroom is a hybrid model fit for
purpose, fit for today.

13. BE HEARD, NOT HERD
Why a newsroom?
Because content is their reason for being.

14. 1. Newsrooms are
expert storytellers
4. Newsrooms are
idea factories
3. Newsrooms have a
sense of urgency
2. Newsrooms are
organised for chaos
5. Newsrooms are
team driven
6. Newsrooms change
the world
7. Newsrooms are
fun
BE HEARD, NOT HERD
7 habits of highly
effective newsrooms
diynewsroom.com

15. BE HEARD, NOT HERD
What does that mean
for communicators?

16. BUILDING THE DIY NEWSROOM
SMART Way™ 5 steps
STRATEGY AUTHENTICITYMEDIA RESULTS TEAM
Exclusive to you: 25% off The DIY Newsroom.
Go to diynewsroom.com At checkout, use coupon code IABC20

17. THE DIY NEWSROOM
SMART
Strategy
This is the blueprint that sets you
up.
How do you know where you are
going in this world of complex
communications without a
roadmap?
What does your comms strategy
look like?

18. THE DIY NEWSROOM
SMART
Media
Media determines the weapons of
mass communication to deploy in
the battle for hearts and minds.
If you only did one thing to
systemise your comms, it would
be to produce a one-page chart of
your media eco-system.
Tip: it’s not all about social.

19. SMART MEDIA
Sirens
of Social
Social media has democratised
media.
It enables communicators to go DIY
and to reach new audiences and to
build strong communities of interest.
But, you don’t control those
platforms. And the Sirens of Social
will try to seduce you for disastrous
consequences.

20. THE DIY NEWSROOM
Authentically
SMART
Authenticity is the secret sauce for creating content
that makes a heartfelt connection with customers and
prospects.
Creating compelling and “real” communication
products is the foundation for building communities of
interest.

21. THE DIY NEWSROOM
SMART
Results
Results is how you gauge your
success. Scoreboard.
For metrics to matter they have to
be realistic.
They must reflect your
communication goals and be aligned
to your organisational objectives.

22. TOOLS AND TECH
Finding your MoJo
You don’t need a TV or radio licence. You don’t need to own a printing press. Today, any
organisation, or even an individual, can set up a DIY Newsroom – even go mobile.

23. THE DIY NEWSROOM
SMART
Team
The most important and usually
most overlooked aspect of driving
change is the X-factor – people.
But we don’t have the resources to
construct a DIY Newsroom, to do it
all ourselves?
You do. You just need to think
differently, and reorganise.

24. BE HEARD, NOT HERD
Questions

25. BE HEARD, NOT HERD
Over to you

26. SMART WAY™ TO MORE POWERFUL COMMS
The DIY Newsroom
Many sectors are adopting the principles and practices of newsrooms. Banks, insurers, schools, sports
bodies, local governments and NGOs among them. Why? They want greater control over their own content
– and to do that in a coordinated way that gives them the most bang for their marketing buck.

27. THE DIY NEWSROOM: GOLD STANDARD
Local
government
Councils in Australia, UK and NZ are increasingly
running their own media.
Local governments have the resources,
technology, opportunity and community remit to
excel at this.
It’s not independent journalism but they are filling
the void left by local media that’s gone bust.

28. THE DIY NEWSROOM: GOLD STANDARD
More than
a game
This is inside AFL Media. Before COVID-19 it
had a staff of 100 – equivalent to a big city
newsroom. In season, afl.com.au is the most
popular sports website in Australia.
Driven by media disruption and enabled by
modern tech, many sports clubs and
organisations are going direct to their fan
bases taking a newsroom approach.
They are controlling their content for
audience and commercial reward.

29. THE DIY NEWSROOM: GOLD STANDARD
A+ for education sector
Education is highly competitive. A DIY Newsroom can execute activities across marketing, internal
comms and external comms. It can even steer an institution through a crisis.

30. BE HEARD, NOT HERD
Iso workout

31. THE DIY NEWSROOM: GOLD STANDARD
Ryman Healthcare
This Kiwi-based community aged care network runs its own mini media empire.

32. BE HEARD, NOT HERD WITH A DIY NEWSROOM
Success looks like this
You’ll achieve your
comms goals from your
own resources
1
You’ll be positioned
to handle adversity4
You’ll consistently
deliver quality content2 You’ll have an outfit that
is flexible and nimble
(e.g. Ryman)
3
You’ll be the go-to
authority in your field5 WIIFM? Your personal
profile will be raised6

33. BE HEARD, NOT HERD WITH THE DIY NEWSROOM
5 things COVID19 taught us
You can DIY, and DIY
from home1 Tech and tools
are there now2
Comms will never be
the same again5
For cut-through:
KISS & keep it real3
We’ve seen
huge upskilling4

34. BE HEARD, NOT HERD
Special offer
This material comprises or contains commercial-in-confidence information and is subject to the provisions of
Australian and other laws relating to the use and disclosure of such information. The SMART™ methodology
(Strategy, Media, Authenticity, Results, Team) and DIY Newsroom™ are the intellectual property of Flame Tree
Media. © June 2020
§ The DIY Newsroom was
named Social Media Book
of the Year at the
Australian Business Book
Awards
§ Secure this quality
hardback at a 25% discount
§ Go to diynewsroom.com
§ At checkout use coupon
code IABC20

35. BE HEARD, NOT HERD
Questions