How to build a silo busting brand newsroom
At Speak, our job is to create beautiful content. But it’s also to bring order from (content) chaos. Think of our newsroom approach as a silo buster, helping channel owners move away from wasteful duplication, poorly executed content and last minute-itis towards a smooth content operation. Here’s how.
As some comms teams continue to work virtually – battling with the challenge of coordinating content without being in the same room or even the same building – we’ve been reflecting on some of the themes that have emerged.
Businesses that produce content without really knowing what it’s for – or how it’s performing.
Different parts of the communications function working on the same message without talking to each other.
A lack of planning that leads to last-minute scrambles to cover big developments or campaign days.
And an absence of true editorial authority, leading to pressure to run sub-standard, late or irrelevant content.
It’s exactly this kind of ‘content chaos’ that our newsroom approach is designed to tackle, supporting often isolated comms leads to move from a confusing free-for-all to a smooth operation.
Here’s how we do it.
1. Agree what it’s all for
There’s no point producing anything until you know its purpose, whether that’s to communicate your corporate narrative or drive sales.
2. Get the right people in a room
We set up (fun) editorial meeting where channel owners and comms teams from across the business can discuss content ideas openly and agree a coordinated plan of action. Silo busting, with biscuits.
3. Pitch, pitch, pitch
Nobody has the right to run their content if it’s not good enough. In the great tradition of any newsroom, we consider content pitches on their editorial merit – not the seniority of their source.
4. Raise the bar
Messaging doesn’t make a story – people do. Our curious team of brand journalists ferret out the best stories from any business. Because we know that whatever you want to say, whether it’s in written, audio or video form, you have to make it human.
5. Prioritise the process
The best content is collaborative. Regardless of its source, every piece of copy goes through our rigorous team of editors, proofers and fact-checkers before making it anywhere near a reader.
6. Use the best tools
Coordinating an ‘always on’ newsroom is relentless. We know which tools can help manage the editorial calendar, deadlines, deliveries – and all those rounds of amends.
7. Inculcate consistency
Audiences like to know what to expect. Just like any successful newspaper or magazine, we work to an editorial style guide that gives a client’s output its distinctive voice.
8. Keep it regular
Building trust with your audience is a process. Producing great content, day in, day out, is how you keep them engaged. Our forward planning means never scrambling for last-minute campaign day content again.
9. Stay agile
Yes, we’re organised, but we also keep things flexible enough for those last-minute shoo-ins and are always ready to deploy our reporting team to cover live events – be they live or virtual – supporting media and internal comms teams as well as external channel owners in the process.
10. Show it like it is
We take an editorial approach to photography and film, drawing on our network of highly experienced press photographers and talented videographers to supply the images that best tell our clients’ stories. Dull corporate headshots are not our language.
11. Measure up
We focus relentlessly on the stats to learn about what works and see how audiences are responding. Because nobody owes you attention – you have to earn it.
Want to find out how to implement a best-in-class editorial strategy that connects your organisation with your always-on audience?
Contact Gabrielle Bridle from our client services team: gabriellebridle@speakmedia.co.uk.