‘You can’t wish to be in a better place than in the news room when the news breaks’ – Pete Clifton.
Gorkana, which describes itself as ‘market leader in global intelligence’, held a media briefing breakfast with Pete Clifton, Executive Producer for MSN turned Editor-in-Chief of arguably the leading multi-platform content provider, the Press Association (PA). The event outlined day-to-day operations at PA and vital aspects the company must adhere to in order to remain at the forefront of the media world (writes Holly Page).
The talk occurred in sight of the world famous Shard skyscraper. Although the breakfast spread was eye-catching, it was not the only reason I attended. As a new recruit of Clementine Communications, this was my first such event, and I wanted to gain insights into what I believe is one of the UK and Ireland’s most venerable media providers.
Founded in 1868 – many years before the Shard would shimmer – by a collection of provincial newspaper proprietors, the PA’s mission was ‘to provide a London-based service of news-collecting and reporting from around the British Isles.’ Its latest platform, ‘SNAPPA‘ builds on those roots, providing a diverse, media-rich service, Clifton explained. This offers multi-platform content for online businesses, including sports, celebrity news, and everyday news support.
Today, video specialists support the PA, with reporters encouraged to record video content using their mobile phones, if needs be. This is undeniably more technical a scenario than 25 years ago when the demands on the PA’s time were restricted to deadlines of provincial newspapers.
Clifton outlined the three main insights into the PA in 2015:
1. Video content: Timely and Quality
With a potential headline in mind, PA journalists are encouraged to shoot footage. The key to video footage is to capture news that is ‘short, sharp and can be quickly delivered.’
2. PA: First Port of Call
Ideally, the PA wants to be contacted in advance. A good example is the PR of John Lewis who contacted the PA prior to their much-anticipated Christmas television advertisement. Such forward thinking attracts the agency. In this case the PA had everything they needed from John Lewis to notify their sources. Receiving a lead post delivery of story is unhelpful and renders loss of exclusivity.
3. Turning Interesting News Into Features
Other than focusing on fast-paced current affairs, the audience that editors of Features and Real Life sectors always look ahead for stories. This especially concerns SNAPPA. In short, if it is a new, strong story then the PA will happily receive it.
Overall, my first Gorkana breakfast reassured me that PA remain, almost 150 years on from their inception, at the forefront of the media.
