Shocks & Stares » Street Dance for Change http://blogs.hillandknowlton.com/shocksandstares H&K\'s Financial & Professional Services Team Blog Tue, 19 Mar 2013 08:00:56 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Newsround – top tips for pitching success http://blogs.hillandknowlton.com/shocksandstares/2012/04/newsround-top-tips-for-pitching-success/ http://blogs.hillandknowlton.com/shocksandstares/2012/04/newsround-top-tips-for-pitching-success/#comments Fri, 13 Apr 2012 18:17:01 +0000 David Chambers http://blogs.hillandknowlton.com/shocksandstares/?p=642 Earlier this month, BBC’s Newsround celebrated 40 years of broadcasting news to children – to put that into perspective, the programme is longer lived than Eastenders, Top Gear and is closing fast on Top of the Pops’ original run. Newsround isn’t an ideal target for all (or even most) PR campaigns, but it does have a fantastic reach and for some pieces of work it’s a cracking target.

To that end, we’ve pooled the collective wisdom of the Financial and Professional Services team to bring you our top five tips on how to get your story on the five o’clock show. Several of us have successfully pitched Newsround over recent years, most recently for Aviva’s Street Dance for Change programme. So here we go:

1. Remember the target audience: Newsround is aimed at 6-12 year olds, which means your story has to be simple enough for a 6 year old to understand, but also complex enough to appeal to a fast-maturing 12 year old.

2. Use the child’s point of view: Again, given their audience, your story needs to take place from a child’s point of view – it’s not good enough simply for it to relate to kids. Street to School was an example of this – informing children about the dangers/issues they face.

3. Yes to celebs, but the right ones: Brad Pitt, Russell Howard and Joanna Lumley are great, but likely mean very little to a 6 year old. Using a celebrity to help communicate a tricky issue can be helpful but it has to be the right celebrity – it’s easy to forget that children don’t watch mainstream TV and films. Choose wisely.

4. Watch CBeebies: Knowing your Tracy Beaker from your Sadie J can be a great help. Selling a story when there’s a similar storyline running on another CBBC show really helps as we’ve found out – just like adults, kids relate to other things they see and read in the media.

5. Remember it’s a TV programme: Like all broadcast media, it really is about giving Newsround the whole package of different elements to support the story – a spokesperson to sit on the couch, a famous face to do something clever, a kickass video for them to show online; ultimately the more you put in, the more you’re likely to get out.

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