· Audiences are disloyal and disaggregated.
Current Best Practice Tips and Interesting Facts
· Videos are a growing part of the media landscape. Keep them under 2 ½ minutes with 60 seconds a reasonable general target.
· Defend, but don’t extend negative stories. Don’t give negative stories any exposure than necessary/minimal direct rebuttal.
o Insure that all defenders are on the same messages.
· National US media now target the 8th grade reading level.
· Making the call to the media is better than getting the call from them.
o Note however:
o Be George Clooney not a Kardashian.
§ George Clooney picks his media spots, a Kardashian or one of their body parts seems to be everywhere all the time.
· Saturday radio from 7 AM through 1 PM is the equivalent to midday/weekdays in terms of rating.
· Stories are essentially about Characters (People) who overcome obstacles to achieve a worthy outcome.
· Key angles for attractive stories:
o Perspective – become a resource
· Characteristics of desirable stories:
o You can’t Google them.
o They put the selected medium ahead of their competition.
o It’s new, not the same as previous items.
o Bears in mind that each approver (Exec Producer, News Director, etc.) has their own agenda and biases.
· Stories resonate when:
o They have an emotional connection – compelling personal stories.
o Impact the audience
o Viewer Benefit
o Empower the viewer
o Don’t waste the viewer’s time.
o Put a face on the data
· Use digital platforms for videos – e.g. FaceBook
· Types of Today’s Media
o P Paid Media
o E Earned Media
o S Shared Media
o O Owned Media
The Future of Media
· The future of media is immersive and visual. The NY Times cardboard viewer is a preview of what is to come. People want to engage more of their senses to be a part of the action rather than just a viewer.
Photo Source: http://www.toublanc.info/newsboy/newsboy-clip-art-public-domain