MSLGROUP Newsroom: An overview

The

NEWSROOM

Be aware.

Be active.

Mastering

content

streams

Back to basics !

In a global and multi-faceted ecosystem, companies and institutions must focus on their fundamental communication objectives more than ever:

Create brand preference Build and sustain reputation Generate visibility and results

But this ecosystem also multiplies communication possibilities for corporations by creating new content distribution channels.

Creating content ...

Today, content plays a central role in corporate and institutional communication strategies.

Content streams, either internal or external, are exploding: From the employee to the consumer, from the citizen to the user, everyone “broadcasts�!

Mastering these streams has become a necessity but above all this creates an opportunity to stand out, to strengthen positioning and to differentiate a brand.

‌ but not haphazardly Corporations and institutions now use content to tell authentic stories across their communication channels.

They have become their own media.

But programMing is weak:

Content does not cohere with strategy, is misused in the ecosystem and published counter productively, Opportunities to be heard are missed‌ And organisationS HAVE not adapted to new needs:

Increased number of experts and interlocutors, Uncontrolled production costs‌

The challenge is to

Produce the right content, but above all

For the right target, at the right time and in the right place!

Getting

organized

for and by content

Adopt a content centric strategy Produce quality content, that is original and engaging, Create content in terms of pooling and enhancement within the ecosystem, Induce production cost efficiency, Measure content performance : audience, engagement, leads ...

Respect the fundamentals Follow a publisher’s model: be capable of producing real-time content and/or in-depth content.

Coordinate actions within a coherent content strategy to reach and engage with small and large communities.

Join a global conversation to nourish the company or institution’s reputation.

To see, hear, write, react, analyse

like a media:

THE NEWSROOM

What is The Newsroom?

Publicis Consultant’s Newsroom is: 1 An editorial team, organised around content production and its publishing rhythm.

3 coordinated areas of expertise: THe lab THe desk THe factory

first detects weak signals and provides insights, reacts and produces content in real-time, builds long-term reputation and produces programmed content.

A unique programming tool that provides content performance analytics Pilot

Newsroom Organisation Corporate communications department Newsroom Publicis Consultants

LAB

CONTENT SURVEY INSIGHT DETECTION

FACTORY CONTENT MANAGEMENT

chief content officer chief content editor

DESK CONTENT ENGAGEMENT

unified t) o l i p ( content planification

CONTENT PRODUCTION INTELLIGENCE Content production and publication

The Lab, to anticipate The Lab absorbs the brand, its objectives and studies its audience to better understand its centres of interest and its expectations.

Within an effervescent media arena, The Lab identifies weak signals and detects emerging topics.

A system of alerts established by The Lab keeps editorial consultants and community managers informed of upcoming topics.

The Lab identifies new trends in technology, formats and distribution methods. It analyses them and makes recommendations according to each client’s needs.

Who makes up The Lab? • Analysts • A creative technologist

W i t h wh ic h to o l ?

Built on web semantics analysis, Trendsboard helps select and analyse conversations that will drive buzz on the web.

The Desk, to react The Desk designs and produces content linked to events. The success of this content relies on the analysis of the consumers' context and on the pertinence of the chosen formats.

It transforms rising topics into opportunities to engage with the audience and produces content in “real-time”.

It works hand in hand with client Community managers and with experts in content amplification.

It relies on specialized and highly reactive production teams.

Who makes up the Desk?

• Editorial consultants • Specialists in design, creation

and production • Experts in content amplification

With which tools?

Pilot®: a content piloting tool used by Publicis Consultants that is unique in Europe.

The Lab wire: a real-time news wire with the capacity to create alerts, flag emergencies and place weak signals in context.

The Factory, to build a reputation The factory detects future events and calendar items that they will highlight and transform into article items that they will highlight and transform into article topics and rich media.

Once the subjects are determined, it choses the angles and appropriate formats to create content that will impress targeted audiences over a number of weeks.

The programmed content unfolds one great story in time, in substance and in tone.

The Factory oversees production, ensures the quality of content delivered and implements the editorial partnership strategy.

Who makes up the Factory?

• Editorial consultants • Experts in content amplification • Design, creation and production specialists

With which tools?

Pilot®: a content piloting tool used by Publicis Consultants that is unique in Europe.

Outbrain: a partnership media tool that recommends brand content to editorial teams in large media agencies.

A united editorial team Multimedia copywriters

ECOSYSTEM ANALYSTS

They translate data and user behaviour into information that will strengthen editorial strategy.

They transform weak signals on the social web for pertinent stories.

CREATIVE TECHNOLOGIST

Magicians of words and images, they use their talent to venture off beaten tracks to find an idea that will make the difference – and create a conversation.

They are creative, talented and juggle Print with Digital.

CONTENT AMPLIFICATION EXPERTS

Involved in creating narrative concepts, they suggest new technologies. Editors use these ideas for new story-telling features.

They organise the roll-out of media campaigns on social networks. Experts in micro-segmentation and optimisation techniques, they work to make each content effectively visible.

EDITORIAL CONSULTANTS

Specialists in storytelling and content, they guarantee the narrative strategy based on their thorough understanding of their client’s needs and expectations.

Piloting

the content

Pilot, a tool for who?

Pilot is an online tool developed communications professionals. It provides a panoptic view in real time of a company’s communication output on its various channels.

The software also allows information emitters and those responsible for distribution channels to structure content flow and to make daily operations more fluid.

Pilot, a tool for what?

Pilot is a centralised editorial calendar that coordinates the targets, content and distribution channels, from digital to print: To inform each actor of what needs to be done.

To edit content in collaboration, To follow the validation process, To organise the content pool, To optimise production investments.

Pilot’s functions imagine Integrate the annual communication plan/“evergreen” topics.

Share with teams.

Bring the best ideas forward.

Imagine content to produce.

Pilot’s functions program Establish the editorial agenda for content on all channels.

Create and share editorial calendars with colleagues.

Allocate tasks.

Pilot’s functions publish Manage content production for internal and external teams.

Access a reference library of content published by the company.

Be alerted in an emergency.

Pilot’s functions measure Aggregate audience and engagement data.

Measure content performance by channel.

Optimise content in consequence.

Producing

THE contenT

Distil “intelligent� content The Newsroom pilots intelligent content production and follows 4 requirements: Respond to needs defined by clients’ communication strategies.

Entertain, inform, bring added value.

Design and optimise production to suit every distribution channel.

Ensure that content is globally coherent.

Selecting the best talent The Newsroom works with a network of content specialists specialists that are multichannel, creative and engaging: Journalists, editors, creative writers, scriptwriters, Art directors, illustrators, graphic designers, 3D animation specialists, motion designers, Photographers, film directors, film producers, Community managers, programmers, SEO and accessibility specialists ‌ The Newsroom also selects the appropriate content providers and editors with the highest editorial standards.

The Newsroom

services

Bespoke Newsroom services STRATEGY Editorial audit Brand history Content strategy (placement, target, editorial line) Engagement and management Storytelling

Bespoke Newsroom services DESIGN Editorial calendars Editing for Social media Subscription to The Lab newsfeed Content trend spotting Measuring and analysis

Bespoke Newsroom services production Original and adapted content Real-time / programmed All formats All media Paid and content amplification

contacts newsroom Matthieu Weider Content Director matthieu.weider@verbe.fr +33 1 44 82 47 42 +33 6 47 57 24 35

Marie-Sophie Joubert Senior Consultant marie-sophie.joubert@consultants.publicis.fr +33 1 44 82 45 68 +33 6 30 84 54 03

PUBLICIS-CONSULTANTS.FR 5 rue Feydeau 75002 Paris

+33 1 44 82 45 00