Writing For The Media 12.11.10
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Transcript of Writing For The Media 12.11.10
Sam Knowles, 12|11|10
Writing for the media
All the research I've seen says that editorial
publicity is better than paid-for publicity.
Sir Martin Sorrell, WPP, The Times
“ “
Agenda
A. Do you know who I am?
B. Brand speak
C. Churnalism
D. Everyone an editor
E. Bringing this together
Do you know who I am?A
#regentswriting
Brand speakB
Competition for attention is intense
In the 30 seconds of a normal TV commercial, it is
possible to take a telephone call, send a text,
receive a photograph, play a game,download a music track, read a
magazineand watch commercials at x30 speed.
They call it Continuous Partial Attention.”
Maurice Saatchi, The Strange Death of Modern Advertising
“ “
The challenge
Brand empathy
Any conversation you have has to be of value to your customers
Brands need “social currency” to build relationships and spark reactions
Compelling content starts sustainable conversations and cut through the clutter
The cocktail party principle
“If you want to be boring, talk about yourself. If you want to be interesting, talk about something other than yourself.”
RULES OF SUSTAINABLE CONVERSATION
>> 0 >> 1 >> 2 >> 3 >> 4 >>
1
Understand your media1
IMPORTANT QUESTIONS
1 2 3What do they cover?
What is their target audience?
What are their deadlines?
>> 0 >> 1 >> 2 >> 3 >> 4 >>
2
Be punchy, focused and clear
Journalists and bloggers cut your story from the bottom up
Get the what, why, who, where, when, how into the first two paras
Be succinct2
>> 0 >> 1 >> 2 >> 3 >> 4 >>
3
Be interesting3
Capture attention from the start
Provide the kind of content you’d share with your friends in the pub
Or with your followers on Twitter
(And don’t be boring!)
>> 0 >> 1 >> 2 >> 3 >> 4 >>
4
Frequentest thou this fine hostelry oftentimes, fair
maiden? Do you come here
often?
Talk human4
Plain English Campaign“Foot in Mouth Award”, 1994
“Gordon Brown MP for his 'New Economics' speech. He covered "ideas which stress the growing importance of international co-operation and new theories of economic sovereignty across a wide range of areas, macro-economics, trade, the environment, the growth of post neo-classical endogenous growth theory and the symbiotic relationships between government and investment in people and infrastructures - a new understanding of how labour markets really work and constructive debate over the meaning and implications of competitiveness at the level of individuals, the firm or the nation and the role of government in fashioning modern industrial policies which focus on nurturing competitiveness."
Talking human
• Avoid sounding like a spokesperson
• Social media has blurred the line between corporate and consumer speak
• Fashion great client quotes by talking to them
What kind of language?
SIMPLE
INFORMED
INFORMAL
ACCURATE
FLEXIBLE
… but not trivial
… but not full of jargon
… but never sloppy
… but not technical
… but not infinitely varied
>> 0 >> 1 >> 2 >> 3 >> 4 >>
5
• Pitch content they want to cover• Pitch content their readers want to read• Understand that it’s not just your story that will be told
Be useful5
>> 0 >> 1 >> 2 >> 3 >> 4 >>
6
• Be authentic• Make extensive use of case studies• Tell stories
Keep it real6
>> 0 >> 1 >> 2 >> 3 >> 4 >>
7
Think visual7
>> 0 >> 1 >> 2 >> 3 >> 4 >>
8
Use facts and figures8
Be able to back up your claims
Use statistics as proof points
Deploy issues first, products second
>> 0 >> 1 >> 2 >> 3 >> 4 >>
9
Be accurate (and don’t lie)9
>> 0 >> 1 >> 2 >> 3 >> 4 >>
10
Hold something in reserve10
Companies that follow these rules
ChurnalismC
Our media have become mass producers of distortion. An
industry whose task should be to filter out falsehood has
become a conduit for propaganda and second-hand
news. Nick Davies, The Guardian, 2008
“ “
Cardiff University Research
Just 12% of 2,000 UK news stories composed of facts discovered by reporters
80% wholly, mainly or partly constructed from second-hand material from news agencies and PR; clone stories
Only 12% of stories have facts checked
Causes
FEWER JOURNALISTS, EDITORS, FACT CHECKERS–From active gatherers of news to passive processors of unchecked content
MORE CONTENT REQUIRED – FOR THE PAPER, THE ONLINE VERSION, THE BLOG, THE VLOG–Three times as much copy since 1985–Just one third the time per story
Consequences
Unchecked stories spread – unchecked – like wildfire, from news reporters to columnists to become received wisdom
Companies with access to the best advisers have disproportionate influence
Decline in respect for journalism
Everyone’s an editorD
Causes
• Mass availability of easy blogging tools and smart phones
• Single-issue fanatics’ focus – live, multimedia, interactive fanzines
• Collapse in trust for traditional media and corporations vs participatory journalism
• Truly democratic – all opinions count
• Harness the wisdom of crowds
Consequences
Mass participation in journalism – the rise of the citizen journalist
Success through quality content (content creates links, create popularity)
Corporate transparency and accountability (nowhere to hide)
An outmoded point of view
Bringing this togetherE
In summary
• Traditional and social media offer great opportunities for brands to reach target audiences – if they follow simple rules
• Pressures on journalists provide brands with opportunities but also responsibilities
• New channels and technology mean many more voices matter
Thank you
+44 (0)20 8870 6777
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