When news of the Boston bombings broke yesterday, I prepared myself for an all-out media panic.

You know the type. When there’s a big breaking news story we can almost guarantee around the clock coverage, even if the story isn’t really developing. It’s a tragedy, but the media is excited.

The news sparked a media phenomenon, as it always does when something big happens. Was the story developing? Not quickly. Were we hearing new information? Not really. But the coverage kept on rolling.

Aside from the news of a third fatality and very small developments here and there, we didn’t really know much more about what happened when we went to sleep last night than when we woke up to the news yesterday morning.

But it wasn’t just traditional media that got itself in to a flap. Social media also ignited, fuelling conspiracy theories on the one hand, but also providing valuable information on donating blood and finding a place to stay. Everyone with a phone became a reporter. The police have even asked for photo and video content from bystanders to help in their investigation.

One conspiracy theory focused on an image of a man standing on a roof, across from where the bombs exploded. The photo was taken by a spectator at the marathon and quickly went viral. It was promptly reproduced on major Australian news sites. Why? Because it drives traffic. But should website traffic really be more important than the basic journalistic ethos of checking your facts? Particularly on an issue as important as this one.

Rumours and theories are always prevalent on social media whenever big news breaks. Just one example is of the London Riots in 2011. Twitter went crazy spreading false and misleading information. You can check out how riot rumours spread on Twitter here.

But of course it almost goes without saying, social media can also be a force of overwhelming good. The role it played in the Arab Spring is worth noting, and the Boston Globe kept a running Twitter commentary on their website which did help to spread genuinely helpful insights and information as I touched on earlier.

Boston was on everyone’s minds. My instagram feed filled up with “Pray for Boston” images and slogans, and comedians took to Facebook to share their thoughts. In 24 hours this post (warning: contains language) was shared 240,533 times and received 324,024 ‘likes’.

In Australia, commentators started asking what this means for our country. Experts warned Australia is at risk of an “ideological attack”. Without even knowing who planned and carried out yesterday’s tragic events in Boston, the media in Australia worked itself in to a frenzy over our future security. ‘Should we be worried?’ was the question on every journalist’s lips. I actually wasn’t worried. Not until the media decided I should be.

At contentgroup we saw the effects of yesterday’s events and the media’s insatiable appetite for all things Boston, first hand.

Around the country media outlets scrambled to speak to people from their own communities who were in Boston when the bombs exploded. We had arranged interviews which were then postponed.

I know this is how the media works. Journalists need to find a way to make the big stories relate to their audience. What I don’t agree with however is working the audience in to a panic in the process.

What happened yesterday in Boston was a tragedy in the truest sense of the word. An eight year-old boy lost his life while watching his dad run in a race. His mother has serious brain damage and his five year-old sister lost a leg. This is just one of the heartbreaking stories from yesterday’s events in Boston. There are many, many more.

Without taking anything away from what happened yesterday, a friend pointed out that hundreds of people die every day in the poorest parts of the world from the same thing. But we don’t see rolling coverage of this.

A media panic refers to a situation where the media is the instigator and the source of discussion. The discussion is generally highly emotional and often has moral undertones. Even in the days of social media, the traditional media still heavily influences the agenda and frames the way we react to an issue.

The most recent media panic relates to the Boston bombings. Only time will tell what will be next.

Jacqui Garrity
Communications Coordinator

The post How to interpret the media in breaking news appeared first on contentgroup.

Are you a third year university student studying Public Relations?

contentgroup has hosted interns for over six years and prides itself on providing real life experience of what the public relations workplace offers.

With PR changing by the day, an internship at contentgroup will offer a first hand view of how we are adapting.

As an intern at contentgroup you will have the opportunity to work with both our consultancy and production teams on a range of mediums, including:

• Written tasks
• Social media
• Media Liaison
• Strategic Communication
• Field production and editing

Our internship program for 2013 will run between May and November, with all internships required to be counted towards your university degree.

For more information on how to apply for an internship please email our Communications Manager David Polglase.

The post Are you looking for an internship opportunity? appeared first on contentgroup.

In the latest edition we share our thoughts on Content Marketing World, some recent social media seminars we have attended, as well as reviewing some of our recent client work.

Also don’t miss out on your chance to win tickets to our box at the Brumbies.

Click here to read the latest newsletter and subscribe today.

The post contentgroup e-news March 2013 appeared first on contentgroup.

I spent three days earlier this month (March 2, 3, 4) at Content Marketing World in Sydney.

Here are some of the ideas and learnings I took away from the conference:

1. Analysing and measuring data is the single most important skill a communication professional can acquire.

2. Aim to create content that moves people. Aim to create emotional connection.

3. If you are creating content that is inherently useful to people, they will keep you close.

4. When creating content, answer people’s questions. Discover their needs through search words, web analytics, social chat, customer surveys and interviews.

5. Market your marketing

6. Help beats hype

7. The Australian Football League is way ahead of the game on content.

8. The future of data journalism is bright.

9. Authenticity and trust must be at the core of your content.

10. Graphic design is massively important. First impressions are generally made with your eyes.

11. Creating content has to be about achieving business objectives.

12. Be patient.

13. Holy grail …. Right content, right person, right time.

14. Let your content live in as many places as possible.

15. Your most important content audiences are your employees and your current customers.

16. Understanding audiences, deliver them value (answer their questions) and repeat.

17. Slideshare is great for lead generation

18. Communicate a lot.

19. Match your ideas and creativity with execution. Be predictable and make it happen.

20. The way the world communicates has changed forever.

21. Technology has turned the world of media, advertising, marketing and public relations upside down.

22. People are digitally connected, socially networked, better informed.

23. 60% of purchasing decisions are made before they talk to someone.

24. Make sure your content is where your customers are (not necessarily your website or social media platform)

25. Get rid of registrations for content.

26. Never, ever be boring.

27. Great content has credibility and purpose.

28. Always measure.

29. Content communities’ take time to build.

30. Email is effective and therefore very important.

31. Create a content strategy before you get started.

32. Titles on articles are important.

33. 60% of social sharing is done from the mobile phone.

34. Content marketing does not replace other tactics.

35. Take a look at Coke’s content 20/20 manifesto. It’s the future of brand communication.

36. Public relations is important. There is 60% plus trust in earned media.

37. Look at the world through the eyes of your customers.

David Pembroke
Managing Director

The post The 37 things I learnt at Content Marketing World appeared first on contentgroup.

Over the last couple of weeks I have been lucky enough to attend two courses run by Canberra BusinessPoint at the Canberra Business Council. The first dealt with how to run an effective and profitable website and was presented by Natasha Vanzetti from Web123.

The second was presented by Todd Wright from Threesides Marketing in Canberra and focused on Facebook for business.

In two hours, Natasha took us through the best ways to run a website and gave us her tips on ensuring your website is a success. The top five tips I took away from the session follow:

1. Keyword research is key. It’s important to have the right words and terms throughout your content.

2. Look at your ideal client and talk to them through your website. Get their attention by working out their pain points and solving their problems. Educate your audience as to why they need your product or service. Think from the client’s perspective.

3. Find out what it is that separates you from your competitors and then shout it from the rooftops.

4. Every single page should have a call to action such as ‘Call us Now!’ eBooks and other resources are also a great way to add value.

5. Do not underestimate the effectiveness of video to engage people.

The second course was titled ‘Facebook for business.’ Over the course of a day, Todd ran us through the ins and outs of Facebook and gave us advice and insights on the best way to engage online.

The top six tips I took away from the day follow:

1. Businesses should be on Facebook to promote, to market and for customer service. They shouldn’t be on Facebook to sell. People don’t go on Facebook to buy something. It’s not a selling channel, it’s an engagement channel.

2. Before 8am and after 6pm are the best times to post on Facebook and posting every second day is best. Although what we’re saying is more important than when we say it.

3. Social media is an activity that should be used in conjunction with other online marketing tools. Facebook is an additional opportunity, not a replacement opportunity.

4. You need to have a Facebook strategy and be able to measure and report against targets and objectives. As business objectives change, Facebook objectives should too.

5. Don’t be on Facebook due to a perceived obligation. Be clear about why people might want to engage with you on Facebook. Figure out where your clients are hanging out and go there. Don’t bother being where they aren’t.

6. Customers want to find the fun in your business.

And a bonus one: Business pages need approximately 700 likes on Facebook to start organically growing at the most optimal rate.

For more advice from Todd Wright and the Threesides Marketing team, following them on Twitter at @threesides. Web123 can also be found at @web_123.

Jacqui Garrity

Communication Coordinator

The post Social media tips and tricks appeared first on contentgroup.

In 2006, Aspen Medical was asked to build, staff and run a hospital in East Timor to support the International Stabilisation Force in Timor.

7 years on and with the mission complete it was time to wind up the operation of the hospital.

Objective

To capture and record high quality video and still images of Aspen Medical’s hospital in East Timor and the people who worked there, the establishment of Aspen Medical’s new medical clinic in Dili and the community contribution Aspen Medical has made in East Timor.

Strategy

To capture moving and still images of this significant company project in order that staff, clients and potential staff and clients gain a clearer understanding of what life is like working for Aspen Medical in a remote location and importantly to demonstrate the significant capability Aspen Medical is capable of providing.

The purpose of recording these stories on video is to ensure they are told in a highly engaging format and are able to be accessed from the Aspen Medical website 24 hours a day, 7 days a week.

Execution

Our two man crew, Ben Curry and David Pembroke, travelled to Timor from Canberra for three days. Each day involved 16 hours of filming, travelling and interviewing.

Results

Over 5 hours of raw video material and 250 high quality still images were recorded.

The vision will be edited into 10 pieces of video content.

Each of the videos will be directed at a particular Aspen Medical business objective including retention and recruitment, corporate social responsibility and demonstration of capability.

The ever green pieces will be created to ensure they are relevant over the long term and provide an accurate portrayal of the work and people of Aspen Medical.

What we learnt?

It is critical to understand your clients business and objectives.

Creating content is about helping drive action. In this case we have the material to create a case study that will show, in moving and still pictures, Aspen Medical’s considerable capability. We will create short interviews that will allow potential staff to gain a better understanding of what life is like working in a remote location for Aspen Medical. We will create a story about a toilet block Aspen Medical built at school just outside of Dili just so the kids could go to school. These are all pieces of content that will take you inside Aspen Medical.

Before you take a single step or shoot a single frame, be sure that you know what you are trying to achieve.

David Pembroke
Managing Director

The post Video – A powerful storytelling tool appeared first on contentgroup.

DV alert is a domestic violence prevention program funded by the Australian Government and run by Lifeline.

contentgroup created a range of compelling content (video, audio, stills, text) to educate and engage the target audiences identified by the DV Alert team.

Strategy

Working from the content creation framework of “answering people’s questions”, our plan was to create a content series to assist the DV Alert team to reach an audience much larger than the people who attend their training program.

The idea was to use the content to create insight and awareness of the challenges of domestic violence and steps that can be taken to prevent it.

The content is housed on the DV Alert website.

Execution

Following a thorough briefing from the DV Alert team on their strategic intent, we dropped into journalist model and worked through a potential series of topics and images we needed to bring the story of domestic violence prevention to life.

The curriculum of the training program was one good source of insight but so too were the members of the DV Alert team.

We put forward an editorial production program and set about developing the shooting scripts, the podcasting scripts, the images lists and the potential video interviewees.

We then made all the arrangements, produced draft content, had it approved and then finalised the output.

Results

DV Alert now has a full suite of content to engage with its audience.

The output included:

• 24 short videos featuring DV Alert trainers.

• 5 longer form “enticer videos” aimed at encouraging people to sign up to the training course.

• 7 infographics.

• 16 “vox pop” short films.

• 8 part podcast series dealing with issues relating to domestic violence.

We also delivered a photography training course so in the future the team at DV Alert are able to produce better quality images.

This content can now be found on the www.dvalert.org.au website.

What we learnt?

Planning in content projects is absolutely essential. While we did agree on our purpose and the types of content we were going to create, we could have spent more time on the production schedule. Early and detailed conversations with the client will help to provide greater certainty for all parties. In the enthusiasm to get started, we did overlook some of the detail.

Postscript: DV Alert was featured on the first morning of a United Nations Women’s conference in New York on International Women’s Day this year. It was a 90 minute presentation. The client was delighted to have a comprehensive range of different content to help with the presentation.

David Pembroke
Managing Director

The post Rising to the content challenge appeared first on contentgroup.

Are you interested in learning how to use social media effectively?

Do you want to learn how to promote and engage actively with clients and stakeholders to enhance brand and reputation, promote services, foster advocacy and build communities?

The reach and depth of these conversations on platforms such as Facebook, Twitter and YouTube is now so comprehensive that no organisation can afford to ignore social media.

contentgroup has six places available for our social media training course on Thursday 28 February 2013.

The full day course will leave you with an understanding on which social media platforms will most benefit your business or organisation.

Please read here for more information on the course and how to enrol.

*Image sourced from http://blog.hubspot.com/blog/tabid/6307/bid/7372/9-Reasons-Why-Your-Social-Media-Strategy-Isn-t-Working.aspx

The post Enrol for social media training today appeared first on contentgroup.

If you want your event noticed, it pays to think outside the box.

At the end of last year contentgroup helped with the planning and coordination of three flash mobs around Canberra, the aim of which was to promote the upcoming Voices in the Forest concert which took place at the National Arboretum on Saturday 24 November.

The flash mobs sprung to life at three of Canberra’s busiest locations: the Capital Region Farmer’s Market, the Canberra Girls Grammar School Fete and Manuka Lawns.

Voices in the Forest is a community event.  Its objective is to be inclusive, providing a great afternoon’s entertainment for opera buffs and opera newcomers alike. It boasts internationally acclaimed artists and also showcases local talent, making sure there really is something for everybody throughout the afternoon.

One of the best ways to promote an event of this kind is to include the community in the promotion. Show them firsthand what Voices in the Forest is all about and the high quality performances they can expect if they attend.

Our aim for the day was to get people talking about Voices in the Forest. We wanted them to tweet about it, upload photos or video to Facebook, text or call their friends about it, and just generally spread the word that they’d witnessed a flash mob performance that showcased some of the best singing talent Canberra has to offer.

The response on the day was fantastic. People were genuinely surprised by the impromptu performances and they thoroughly enjoyed them. Standing among the watching crowds it was common to hear people talking about how beautiful the voices were and how much they enjoyed the performance.

Thinking outside the box was a great success. Not only did it put a smile on the face of hundreds of Canberrans, but it also got our event noticed. It gave the event a great introduction and all that attended Voices in the Forest enjoyed a fabulous evening.

The contentgroup production team produced a highlights package of the Flash Mobs in action which can be viewed at contentgrouptv.

Jacqui Garrity
Communications Coordinator

The post Promoting your event in the community: How to get noticed appeared first on contentgroup.

In the second part of contentgroup tv’s interview with Tim Gavel, the ABC radio personality highlights a number of areas how he gathers his information and the break neck speed of communication.

Gavel explains how he disseminates his different stories through social and traditional media and talk about how news his more readily available with the advent of social media.

In the new four screen world, Gavel also praises the value of the smart phone in recording high quality audio.

Visit the contentgroup tv channel to view more of our work

The post Social media changing the speed of communication appeared first on contentgroup.