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Simon carter What journalists really want
1. What Journalist really want
Making the Media work for you!
• Simon Carter – Head of Media Relations for
The Scout Association
• My Organsiation - 550,000 girls & boys
• We have been growing for 10 years
• We change young peoples lives
• Planned 2007 Scout Centenary – Just started
Cub Scout Centenary
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#SMEX16
2. Making best use of assets
- so Journalists are interested
• Producing
• Molding
• Sharing
• Withholding
• Using across Channels
• In Conclusion
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#SMEX16
3. Your experiences and needs
• Lots of sharing content
• Lots of asking questions
• First off
• I want to know two (or more) things you
want to know how to do!
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#SMEX16
4. Production
• Two examples of content production
• Channel Five news and ITV Grananda
• https://www.youtube.com/watch?v=ex_
20ttvFkY
• http://www.itv.com/news/tyne-
tees/update/2015-08-
03/northumberland-unit-attends-world-
scout-jamboree-in-japan/
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5. Production lessons
• Ask journalist what they want
(potentially guide them)
• Have content to hand pre prepared and
available – 5 packages on Google drive
• Engage with professionals that can
generate your content
• Make sure your brand is clear
• If video - Shoot ENG style
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#SMEX16
6. Molding
• An example – Granada ITV news
• Cub Scouts celebrate 100 years of
adventure
• http://www.itv.com/news/granada/2016-
01-18/cub-scouts-celebrate-100-years/
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7. Molding - lessons
• Check what the journalist has been
asked to produce
• Film content yourself (e.g. the sleep
over sequence)
• Have the right spokespeople in place for
the right region (We did it 11 times)
• Be flexible and have editing kit with you
• Have radio kit with you – Luci Live
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#SMEX16
8. Sharing across channels
• When you tweet content reference the
journalist; you then harness their
channels when they RT
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9. Sharing across Channels - Lessons
• Negotiate RT’s – ZSL RT’s helped us added 50K to
our reach
• Produce special content for each channel –
Facebook
https://www.facebook.com/scoutassociation/videos/1
015327
• News papers took this
• https://www.youtube.com/watch?v=Id6R-
h5ih8E#action=share
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10. Getting Political support
• Hold an event in the House
• Get a question at PMQ’s
• Share the Content
• Follow up with Journalists
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11. With holding content - Lessons
• Work out what you don’t want filling
your airtime and guard it with your life
• Offer alternatives (activities and archive)
• http://www.bbc.co.uk/news/uk-
35336856
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12. Assets to support a Live
Broadcast
• Live regional TV piece
• At a location known to you
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13. Assets to support a Live
Broadcast
• Place to Park the truck
• Spokesperson
• Info Graphic
• Info for Astons
• Case study
• Something going on in the background
• Press release for the presenter
• B role – easy to download
• Twitter name for Presenter & Station
• Stats
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14. In Conclusion
• Generate your own content – you
control your messages
• Work closely with journalist to make
their life easier – ask them what they
want
• Offer alternative or unique content
• Be positive and helpful
8th February 2015
#SMEX16