In 2016, PR pros will pitch highly instrumented organizations where journalists double as audience development pros. The headlines and articles they write -- and how they write them -- will be shaped by what worked before. Next year, ask every friendly you have about the analytics and workflow software in place in their shop, and how it affects how they work and the choices they make.
Not so long ago, if you wanted to place a client in a business video, you'd email a producer you happened to know. If you had a decent story to tell and your client was good on camera, odds are you'd get the hit. Somewhere along the line, "web video" became "web broadcasting" -- and everything changed.
FT west coast editor Richard Waters and correspondent Hannah Kuchler collaborated this week on a 2,000-word news analysis you and your clients absolutely have to read. Why? Because it's a model for the contributed content that gatekeepers want to receive from you. The topic, as Richard described it for us: "how collaboration/productivity services are evolving and converging... and what some of the big players and some of the more interesting start-ups are up to."
Only three months ago, Hannah Kuchler was writing about the Prince of Wales. Today the Financial Times Reporter is holding down the social media and cybersecurity beats out of San Francisco.
- Workflow among editors and artists
- Which story types get access to the artists and which don't
- Trends in page design and SEO
- Impact of tablets
- Tools and forms that presage "graphics self-service" for reporters and editors