Intergrated PR Campaign - notes

8/7/2019 Intergrated PR Campaign - notes

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Breakout Session B: Integrated Campaigns – developing a multi-

platform communications strategy

Anna Vinegrad introduced the session.

On the panel:

Richard Moss – Website Editor, Culture 24

Tom Jeffreys – Arts Editor and Features Editor – Spoonfed

Louis Wise – Deputy Online Culture Editor, The Sunday Times

Clea Relly – Press and PR Manager, The Museum of London

Richard Moss – Website Editor, Culture 24

Richard began the session by explaining how Culture 24 started in 2000. It was

originally created by Ylva French and Lloyd Grossman as the first online 24 hour

museum. After about a year, the vision began to focus on smaller and regional

museums, although the ethos of accessibility to the arts for all is still at the heart

of what they do.

The day-to-day running of the site is done by the editor and senior journalist.

They also run on a volunteer network and use a lot of regional internships.

The site is multi-faceted and divided into 4 main sections – history & heritage,science, experimental and arts. They like to unify the news, previews and listings

and their role has now evolved to encompass cultural data provision, although

the main churn is exhibitions and previews.

They usually need good copy with 3 pictures (especially with their one hour

turnaround on stories). They like to create the narratives with different stories,

blending the connection between content and related news. Angles they also

enjoy exploring are bringing in parallels with larger and smaller venues.

An obvious online integrated campaign is Museums at Night – it received 85,000

visitors over 345 events. 47% of these had never visited before they did onMuseums at Night. It resulted in 198 articles providing an AVE value of £400,000.

Tom Jeffreys – Arts Editor and Features Editor – Spoonfed

Spoonfed is mainly London focused with 300,000 unique users per month. The

site is underground rather than mainstream and consists of mainly listings and

editorial. The audience use it as a guide to what’s on and are mainly post uni 20

somethings who are social media users.

They produce on average 10 articles a week, the bulk of which are reviews. They

like to be considered forward thinking; therefore their articles must be fun, cool



and relevant to users. Images are the most important thing. For their weekly

newsletter, people click though on cool pictures.

Longer term, they would like to work more closely with PRs and develop media

partnerships with institutions. Targeted features give a more personal approach.

They like meeting interesting arts people and prefer not to be at a desk. Lunchesare nice too!

Innovation pieces are more appealing that private views, although early

openings and behind the scenes pieces work well too. Coordinated campaigns,

video and iphone apps are most interesting, for example, Museum of London and

Wellcome Collection apps worked well and made nice images.

Tom is not a fan of Facebook but loves Twitter as it’s quick and good for

contacts. He also likes wacky and curious pitch ideas, for example, the PR stunt

for Placebo’s new single launch. The PR sent him weird emails about his father,

sent him a clown cake and bundled him into a van blindfolded outside his work totake him to their launch party. He also doesn’t mind the old-fashioned approach

of meeting people for coffee and chatting through new ideas.

Louis Wise – Deputy Online Culture Editor, The Sunday Times

Louis works for Sunday Times online, which is different from The Times. They

have different teams and identity/style. Last year a move was taken to integrate

the ST website with the print version to provide a better showcase for their

stories. The online presence is still experimental, they are still forming ideas,

developing, testing and adapting to the readership.

They launched their first ipad app last month and are currently developing more.

At the moment, they are in a state of flux after the introduction of a paywall.

The paywall is still a subject for debate and has opened up the discussion about

quality media, how they make money and how media is being consumed.

Newscorp is doing a lot of research into how they hold onto their readers.

Louis’ typical day involves working on deadlines towards Sunday. He develops

stories online by looking through scoops in print media and by sitting down with

the culture team to discuss and develop stories in order to expand their interest

and depth, making them 3D.

For example, a recent story they explored was that of Edwin Duval, who wrote a

memoir on Japanese sculpture and traced his family history through them. The

print article might carry one photo for such a story; however, they filmed the

sculptures in the studio, included extracts, video clips and interviews making it a

more open, integrated and multi-angle piece. They have a multimedia team that

develops the brief with them.

Clea Relly, Press and PR Manager, The Museum of London

INSERT PRESENTATION



Q&A

Michael from Brighton Dome – to Louis: Do they share stories? Do they crowd

source? We’d like to make extra videos if we had the money.

Louis: Where possible they like to make their own videos, but that seems silly to

double up when videos provided are already good. Therefore they use a mixture

of self-generated and packages from other organisations. If you are providing

your own content then good quality 2-3 minute videos are best.

Ellen from English Heritage – to Clea: How do iphone apps translate to visitors?

Clea: we track the app and measure the influence it has on a campaign (?).

Richard commented: 17 hours seems a lot to spend on social media. Can people

spare that time?

Clea: It is a lot; you could do less and scale back. If you don’t have the time,there are other opportunities to jump on the band wagon such as ‘Ask a Curator’

or use You Tube videos. Footage can be raw, but people will usually accept it.

Louis: Bryan Appleyard often now brings a flip camera with him. He is untrained

so the footage can sometimes be raw, but they do use it. It is not professional

but flexible as it’s a style they like. It does however open up the debate about

quality control.

Alex, Imperial War Museum North – to Louis: Is bring a flip camera to an

exhibition enough?

Louis: It still has value, they’ll use it if it’s niche, mix it with historical archive and

tweet it too.

Anna summarised by explaining how it has a lot to do with planning. Thinking

about what you want to get out of it and ultimately, what you want to achieve.

Documents

Intergrated PR Campaign - notes