The

Be aware. Be active.

NEWSROOM

Mastering

streamscontent

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 ins-titutional 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

Content does not cohere with strategy, is misused in the ecosystem and published counter productively,

Opportunities to be heard are missed…

Increased number of experts and interlocutors,

Uncontrolled production costs…

Corporations and institutions now use content to tell authentic stories across their communication channels.They have become their own media.

but proGramMinG is weak:

and orGanisationS HAVE not adapted to new needs:

The challenge is To

produCe the riGht Content,for the riGht tarGet, at the riGht time and in the riGht plaCe!

buT above all

gettingorganizedfor and bycontent

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, analyselike 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.

A unique programming tool that provides content performance analytics

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.

3 coordinated areas of expertise:

pilot

neWsrooM organisationCorporate communications department

Newsroom Publicis Consultants

faCtoryCONTENT MANAGEMENT

labCONTENT SURVEY INSIGHT DETECTION

CHIEf CONTENT OffICER

CHIEf CONTENT EDITOR

deskCONTENT ENGAGEMENT

CONTENT PRODUCTION INTELLIGENCEContent production and publication

unified content planification (pilot)

the laB, to anticipate

who makes up the lab?

with whiCh tool?

• Analysts

• A creative technologist

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

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.

the desk, to react

who makes up the desk?

with whiCh tools?

•Editorial consultants

• Specialists in design, creation and production

•Experts in content amplification

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 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 ampli-fication.

It relies on specialized and highly reactive production teams.

the factory, to Build a reputation

who makes up the faCtory?

with whiCh tools?

•Editorial consultants

•Experts in content amplification

•Design, creation and production specialists

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.

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.

a united editorial teaM

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

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

multimedia Copywriters

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.

editorial Consultants

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

Content amplifiCation eXperts

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.

pilotingthe 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.

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.

pilot’s functions

producingthe 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:

The Newsroom also selects the appropriate content providers and editors with the highest editorial standards.

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

services

Bespoke neWsrooM services

strateGy

Editorial audit

Brand history

Content strategy (placement, target, editorial line)

Engagement and management

Storytelling

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

Bespoke neWsrooM services

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