10 Insider Tips for Pitching Your Story to the Morning News

Now that branded content is part of media agency’s remits as well as PR agencies, here are some interesting thoughtstarters for you to consider to improve your chances of getting a network to cover your brand story.

Beyond PR

Chicago’s morning news shows air earlier and earlier, and local producers have to fill a combined 15 hours of news each morning. However, that doesn’t mean they are an easy sell, since these decision-makers tend to reject 95-98 percent of ideas sent them. What separates stories that air from those that don’t?

A panel, moderated by WGN’s Bill Moller, included Platform Manager Michael Batkins of WMAQ; Producer/Booker Emerald-Jane Hunter of WLS’ Windy City Live!; Supervising Producer Tracy O’Brien of CBS/WBBM; and Executive Producer Sandy Pudar of WGN, offered PR pros insider tips on the pitches that wake them up.

Pitch according to the station’s interests and reference relevant topics that were previously covered

Lackluster pitches showcase little knowledge of the person who is being pitched, the station being pitched and, worst of all, blanket generic pitches. Media experts expect PR professionals to be familiar with their shows and what they are looking for…

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How to create perfect social media posts for blogs, Facebook, Twitter, Pinterest and youtube.

 

 

 

post

My Clever Agency have published a simple tool that shows you how to create the perfect post on just about every platform including facebook, twitter, youtube and pinterest.

 

Gotta run, I’m on an 11am deadline (yes, they tell you the best time to post too!).

 

How To Create Perfect Posts for Blog, YouTube, Tumblr, Vine, Google+, Facebook & Twitter: Version 4 [Infographic]
How To Create Perfect Posts for Blog, YouTube, Tumblr, Vine, Google+, Facebook & Twitter: Version 4 [Infographic] is an infographic that was produced by mycleveragency

Friday Fun Fact: Shopping overtakes banking online

Lunchtime.

Lunchtime.

Australia, 2013.

“The number of consumers who shopped online in 2013 was actually higher than the number of those who did online banking. In fact, if you’re a retailer, chances are that nine in 10 (89%) of your consumers purchased a product online last year.”

Nielsen Insights

 

Digital and physical- merging soon at a supermarket near you

Milk Apples Bread Eggs

This beautiful bag available in my favourite digtial market place: Etsy (The Fox in the Attic)

Grocery Buyers.  Oh eternal mystery.  We all do it.  But who understands it.

Mi9 have just brought out a new piece of research on the Modern Grocery Buyer and I loved some of the examples they showed to illustrate the blurring of digital and physical that is defining the future of grocery purchase.

12% of consumers are still searching for recipes in store.  So what if your digital shopping trolley gave you recipe suggestions as you cruised around the store?

Hellman’s have already done it.  In Brazil.

In the supermarket space, Tesco’s seem to be leading the way.  What if consumers could scan their groceries as they go through the supermarket?  What if facial recognition technology could help identify when the broccoli needs refilling? What about digitising shelf edge labels?  Donn’t worry.  Tesco’s are onto it.  And more besides.

 

My personal challenge: extend every FMCG idea in store digitally.  Possible?

 

Stealing from the best: why thieving makes for great communication.

I went to a digital conference.  A mixed bag.  Far and away the best speaker was Carl Moggridge from Naked ( Follow him on twitter @Carlmoggy or his blog)

He started with a wonderful provocation: “For an industry that’s in the behaviour change business, we’re not very good at it.”

Think about that for a second.  True, huh.

On a day where alot of people talked about conversions and actions, he was very clear about how to approach things differently.

Think about behaviour. Not technology.

People have always gossiped, sought feedback, searched, done other stuff in ad breaks.  Now they just do it differently.

Take the old AIDA (Attention – Interest- Desire – Action)  model, and turn it on it’s head.

Put action and experience at the heart of everything you you do.

As evidence, he referenced an experiment Naked conducted last year , that demonstrated getting people involved in a campaign for Save the Children, resulted in much higher donations than just telling them about it (with either rational or emotional messaging).

And the case study he showed us, Steal Banksy, is the one that is winning awards all over the place, but watch the video in case you haven’t seen it.

His principles:

1. Look harder at what people actually do

2. Use language that changes behaviour, rather than defines a message (Think Nike: Just Do It or Apple: Think Different)

3. Build out from an action, rather than to an action

Pinboards in the flesh- pinning looks at Highpoint

Highpoint Spring Style Board

The Spring Style Board idea: Shoppers can create an online pinboard in a live shopping centre environment.

In an interesting case of offline world imitating online , Highpoint Shopping Centre in Melbourne is offering shoppers the opportunity to create their own Spring style digital pinboard- called the Spring Style Board.

On the large LED Screen, people can search for pieces, compare styles and select their favourites to go on their own personalised pinboard.

They can make it portable via email or share it for comment via their facebook page.

The style board currently features products from over 25 retailers, including Novo, Kookai, Tilkah, Swarovski, Collette, Oroton, Mimco, Lolitta, Edge Clothing, Just Jeans, Jeans West, Betts with expectations more retailers will come on board throughout the season

So if you need a weekend excursion, go take a look.

I’ll try and get out there in the next few weeks to see how shoppers are interacting.

Now playing in a magazine near you

Marie Claire in the UK has a page in mag (in a couple of thousand copies at least) that plays a 45″ Dolce & Gabbana video with sound when readers open the page.

Technology by the US firm Americhip, which has already used it in foreign titles, including Russian Vogue.

My thoughts:

1. The visual content is not what I consider compelling.  Instead of showing a TVC, why not show me something of higher value, something I won’t see on TV.  Could have worked better for a fashion label with a look at the new season looks or similar.

2. Broadcast via a page- a bit old school.  I think the new players that run through consumers phones that allow for interactive functionality are of much greater value.

Feels a bit like innovation for the sake of it.  Yes people will have a high curiosity factor, but what will they remember?  Is it of value for a perfume brand to be remembered as the brand that ran a video ad?

That said, with the right content, this style of advertising could be effective.

 

One question though: can I put this page in the recycling?