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A-Z
Startup to Media
Tuesday, 19 August, 14
Who am I?
Elaine Huang
Previously, an intern with Inter Press Service, studied Mass
Communication at Ngee Ann Polytechnic ...
A = Accuracy
How does a journalist fact-check their work?
- Calling up sources, web analytics tools, making sure claims ar...
B = Beat
Area of coverage
- Geographical? e.g. Singapore, Malaysia, Southeast Asia,
Silicon Valley, India, Middle East etc...
C = Content
Media landscape
- Traditional: Newspapers, Magazines, Radio, Television
- New: Online articles, podcasts, vide...
D = Deadlines
On average, optimistically:
- News (1 source, max 500 words): < 3 hours to complete*
- Feature (4 sources, m...
E = Embargo
Purpose:
- From your perspective: ensure uniformity, to get maximum
exposure
- From the journo’s perspective: ...
F = Finding news
Where do journalists find news?
- Google News
- Facebook
- Twitter
- Company blogs/pressrooms
- Sources
T...
G = Gift of the gab
Learn to give good quotes
- be clear, elicit an emotional response and grab attention
What’s a bad quo...
H = Hierachy
How the organisation works
- Editor, Sub-editor, Journalist, Guest writers etc
News rooms
Tuesday, 19 August,...
I = Inverted Pyramid
Tuesday, 19 August, 14
J = Journalist
Main difference between a journalist and a blogger
- Objectivity (which is sometimes overrated, according t...
K = KISS
KISS = Keep It Simple, Stupid
Don’t use a long word if a short word will do the job
Don’t confuse your reader
Don...
L = Language
Basic rules, courtesy of George Orwell:
1. Never use a metaphor, simile, or other figure of speech which
you ...
M = Mistakes
Corrections:
- Only for factual errors
- Not for vain errors like “I said something the wrong way, but it
sti...
N = Noisy
Don’t shout in a noisy room. Whisper. Or use a loud hailer.
How do you grab a journalist’s attention?
- Fantasti...
O = Off The Record
What’s OTR?
- Not made as an official or attributable statement
Make sure you state it before you share...
P = Press Conference
Purpose?
- To be fair to all publications, to ensure commitment, meet
journalists and build relations...
Q = Questions
What if a journalist has questions?
- Follow up deadline
- Ask if answers were satisfactory
- Help by reinfo...
R = Release
Elements of a sample press release:
- When? IMMEDIATE RELEASE/EMBARGO
- Where? Singapore -- or Penang, Malaysi...
S = Social Media
You can reach me at
- Facebook (Elaine Huang)
- Twitter (_osculate)
- LinkedIn (I seldom check it)
- Emai...
T= Tools
Tools used by a journalist:
- WordPress
- Hootsuite
- Buffer
- Slack
- Google News
- QuickVoice Recorder
Tuesday,...
U = U and I
U... more like YOU!
You = human, and human stories work really well
What’s a human story?
Tuesday, 19 August, ...
V = Valuable
What is valuable to a journalist? Exclusives? Time? Knowledge?
Put your feet in a journalist’s shoes
Tuesday,...
W =Write
Write your company blog
Media mentions are important
Off-tangent note: to be a writer, you just have to write. Gu...
X = X it out
Be your own editor, X-ing the parts that don’t make sense, don’t
add value etc
X also stands for X-factor, wh...
Y = YouTube
Nope, they’re not paying me but...
YouTube videos are great if you’re building a SEO presence
Especially for w...
Z = Zzzz
Don’t make people fall asleep with your words (unless you’re a
hypnotist/sleep therapist)
Relevance of beat matte...
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26 things you should know about the media in Southeast Asia

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Earlier in August, I shared about the A-Z of startups and media, a.k.a. the 26 things you should know about the new media/entrepreneurship space. It was difficult choosing what to talk about and highlight, but here are my slides for those who missed the session. Please don't hesitate to clarify if there are points which are unclear!

Publicado en: PYMES y liderazgo
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26 things you should know about the media in Southeast Asia

  1. 1. A-Z Startup to Media Tuesday, 19 August, 14
  2. 2. Who am I? Elaine Huang Previously, an intern with Inter Press Service, studied Mass Communication at Ngee Ann Polytechnic spec. Journalism Correspondent (Southeast Asia) at e27 Beats I’m interested in: dating, travel and fashion Tuesday, 19 August, 14
  3. 3. A = Accuracy How does a journalist fact-check their work? - Calling up sources, web analytics tools, making sure claims are substantiated - Evolving as online publications prefer “fastest fingers first”; however, that does not mean facts should not be double-checked Tuesday, 19 August, 14
  4. 4. B = Beat Area of coverage - Geographical? e.g. Singapore, Malaysia, Southeast Asia, Silicon Valley, India, Middle East etc - Genre specific? e.g. Gaming, E-commerce, Government, Wearables, Education, Travel, IPOs etc Remember sources Tuesday, 19 August, 14
  5. 5. C = Content Media landscape - Traditional: Newspapers, Magazines, Radio, Television - New: Online articles, podcasts, videos, e-books Ways of monetisation for new media: - Paywall per article - Advertising - Subscription fee - Content marketing - Events Tuesday, 19 August, 14
  6. 6. D = Deadlines On average, optimistically: - News (1 source, max 500 words): < 3 hours to complete* - Feature (4 sources, max 2000 words): a week to complete - Profile: (1 source, max 1000 words): < 2 days to complete Average journalist in Southeast Asia (new media) = 2-3 stories a day consisting of news, features and profiles. * breaking news usually take about 30 minutes Tuesday, 19 August, 14
  7. 7. E = Embargo Purpose: - From your perspective: ensure uniformity, to get maximum exposure - From the journo’s perspective: get in-depth insights, fact-check claims Breaking an embargo Tuesday, 19 August, 14
  8. 8. F = Finding news Where do journalists find news? - Google News - Facebook - Twitter - Company blogs/pressrooms - Sources Tuesday, 19 August, 14
  9. 9. G = Gift of the gab Learn to give good quotes - be clear, elicit an emotional response and grab attention What’s a bad quote then? - unclear, filled with jargon, factual data “Our new app will help stray cats find a good home,” said ABC, CEO, XYZ.com. “It’s cold outside and these poor stray cats have no where to go. We will help them. We will give them a home,” said ABC, CEO, XYZ.com Tuesday, 19 August, 14
  10. 10. H = Hierachy How the organisation works - Editor, Sub-editor, Journalist, Guest writers etc News rooms Tuesday, 19 August, 14
  11. 11. I = Inverted Pyramid Tuesday, 19 August, 14
  12. 12. J = Journalist Main difference between a journalist and a blogger - Objectivity (which is sometimes overrated, according to some) Tuesday, 19 August, 14
  13. 13. K = KISS KISS = Keep It Simple, Stupid Don’t use a long word if a short word will do the job Don’t confuse your reader Don’t confuse the journalist Don’t confuse anyone Tuesday, 19 August, 14
  14. 14. L = Language Basic rules, courtesy of George Orwell: 1. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print 2. Never use a long word where a short one will do 3. If it is possible to cut a word out, always cut it out 4. Never use the passive where you can use the active 5. Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent 6. Break any of these rules sooner than say anything outright barbarous Tuesday, 19 August, 14
  15. 15. M = Mistakes Corrections: - Only for factual errors - Not for vain errors like “I said something the wrong way, but it still makes sense, but I just want to make it sound like I’m more educated!” Sorry, you had your chance. Amplifications: - When journalists failed to clarify the first time round or when certain nuances were not conveyed through the first writeup Tuesday, 19 August, 14
  16. 16. N = Noisy Don’t shout in a noisy room. Whisper. Or use a loud hailer. How do you grab a journalist’s attention? - Fantastic email subject line - Straight to the point pitch - Build a relationship without having an agenda - Share knowledge freely Tuesday, 19 August, 14
  17. 17. O = Off The Record What’s OTR? - Not made as an official or attributable statement Make sure you state it before you share anything, and make sure that journalists will stand by your request to stay anonymous. How can a journalist bypass this? Going to another source. Tuesday, 19 August, 14
  18. 18. P = Press Conference Purpose? - To be fair to all publications, to ensure commitment, meet journalists and build relationships, save time Cost? - Venue, manpower, food, materials (paper, files, bags etc) Tuesday, 19 August, 14
  19. 19. Q = Questions What if a journalist has questions? - Follow up deadline - Ask if answers were satisfactory - Help by reinforcing main points Facilitating a Q&A session between press and company? Tuesday, 19 August, 14
  20. 20. R = Release Elements of a sample press release: - When? IMMEDIATE RELEASE/EMBARGO - Where? Singapore -- or Penang, Malaysia -- - Start with most important points - Provide a good quote - Biography/background information - Way of contacting public relations officers - Include photos Tuesday, 19 August, 14
  21. 21. S = Social Media You can reach me at - Facebook (Elaine Huang) - Twitter (_osculate) - LinkedIn (I seldom check it) - Email (elaine@e27.co) Tuesday, 19 August, 14
  22. 22. T= Tools Tools used by a journalist: - WordPress - Hootsuite - Buffer - Slack - Google News - QuickVoice Recorder Tuesday, 19 August, 14
  23. 23. U = U and I U... more like YOU! You = human, and human stories work really well What’s a human story? Tuesday, 19 August, 14
  24. 24. V = Valuable What is valuable to a journalist? Exclusives? Time? Knowledge? Put your feet in a journalist’s shoes Tuesday, 19 August, 14
  25. 25. W =Write Write your company blog Media mentions are important Off-tangent note: to be a writer, you just have to write. Guest posting can help in terms of awareness, SEO... Tuesday, 19 August, 14
  26. 26. X = X it out Be your own editor, X-ing the parts that don’t make sense, don’t add value etc X also stands for X-factor, which might not be a single thing Give something Xtra! Tuesday, 19 August, 14
  27. 27. Y = YouTube Nope, they’re not paying me but... YouTube videos are great if you’re building a SEO presence Especially for writers. But why? Tuesday, 19 August, 14
  28. 28. Z = Zzzz Don’t make people fall asleep with your words (unless you’re a hypnotist/sleep therapist) Relevance of beat matters a lot here. Why? Tuesday, 19 August, 14

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