Content quality is a big deal when pitching creative campaigns to journalists. Alongside the data, story and copy, the design of a campaign can ultimately make or break it. In this talk, Jazmin will share her learnings from designing creative campaigns for links from the last three-and-a-half years of working in the industry. In particular, she will be exploring how to balance client expectations and what works best for journalists. The talk will also explore do’s and don’ts when designing for digital PR, along with the best ways to create eye-catching campaigns and email pitches that will help you to acquire links in top-tier publications.

1. DESIGNING FOR
DIGITAL PR
By Jazmin BatistiBy Jazmin Batisti
@JazBatisti
#BrightonSEO

2. AGENDA
LESSONS LEARNT
02 Things to consider at the time of designing
01
TYPES OF CAMPAIGNS
Most common layouts and campaign strategies
04
WHAT NEXT?
The importance of having a wash-up session
03
USEFUL INFORMATION
Advice to keep into consideration

4. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik and
illustrations by Stories
jazbatisti@gmail.com
/JazBatisti
#BrightonSEO#
GET IN
TOUCH

5. TYPES OF
CAMPAIGN
S
01.

6. DIGITAL CAMPAIGNS
BIG DATA

7. DIGITAL CAMPAIGNS
BIG DATA IMAGE HEAVY

8. DIGITAL CAMPAIGNS
BIG DATA IMAGE HEAVY
GAMES

9. DIGITAL CAMPAIGNS
BIG DATA IMAGE HEAVY
GAMES EDITORIAL

10. AWESOME WORDS
BIG DATA

14. AWESOME WORDS
IMAGE HEAVY

18. AWESOME WORDS
GAMES

23. AWESOME WORDS
EDITORIAL

26. LESSONS
LEARNT
02.

27. BEFORE WE START
BRAND
GUIDELINES

28. BEFORE WE START
BRAND
GUIDELINES
TARGET
PUBLICATIONS

29. BEFORE WE START
BRAND
GUIDELINES
TARGET
PUBLICATIONS
SHOWING THE
CONTENT

30. BEFORE WE START
BRAND
GUIDELINES
TARGET
PUBLICATIONS
SHOWING THE
CONTENT
KEY
ELEMENTS

31. It’s hard to get a link from a
campaign that looks too branded
as it might be perceived as
advertising
BRAND
GUIDELINES

37. Both campaigns use
the same colours,
but we used them in
very different ways

38. Aim for the campaign to fit the
target publication’s aesthetics to
help it get featured
TARGET PUBLICATIONS

44. Different concepts require different
approaches to design.
SHOWING THE
CONTENT

56. Sometimes campaigns require crucial
assets that might need outsourcing, like
videos, pictures, surveys, etc.
KEY
ELEMENTS

57. It’s very important to check copyright!
KEY
ELEMENTS

62. USEFUL
INFORMATION
03.

63. THINGS TO CONSIDER
EMBED
WIDGET

64. THINGS TO CONSIDER
EMBED
WIDGET
ADDITIONAL
ASSETS

65. THINGS TO CONSIDER
EMBED
WIDGET
ADDITIONAL
ASSETS
RESPONSIVE
DESIGN

66. THINGS TO CONSIDER
EMBED
WIDGET
ADDITIONAL
ASSETS
RESPONSIVE
DESIGN
ACCESSIBILITY

67. The possibility to embed a campaign
allows the user to interact with our
piece without leaving the site they’re
currently on
EMBED
WIDGET

71. WHY EMBED?

72. WORKS WITHIN THE
ARTICLE
Allows the user to interact
with the campaign without
leaving the site
WHY EMBED?
1.

73. WORKS WITHIN THE
ARTICLE
Allows the user to interact
with the campaign without
leaving the site
We can include a follow
link in the code
FOLLOW LINK
WHY EMBED?
1.
2.

74. USE WHITE OR VERY LIGHT
COLOURED BACKGROUNDS
KEEP IN MIND
1.

75. KEEP IN MIND

76. USE WHITE OR VERY LIGHT
COLOURED BACKGROUNDS
AVOID HAVING A SCROLL
KEEP IN MIND
1.
2.

77. USE WHITE OR VERY LIGHT
COLOURED BACKGROUNDS
AVOID HAVING A SCROLL
KEEP IN MIND
1.
2.
DON’T INCLUDE SHARING
BUTTONS
3.

78. USE WHITE OR VERY LIGHT
COLOURED BACKGROUNDS
AVOID HAVING A SCROLL
KEEP IN MIND
1.
2.
DON’T INCLUDE SHARING
BUTTONS
AVOID USING CLIENT
LOGO
3.
4.

79. We use additional assets as a
reinforcement for the campaign
ADDITIONAL
ASSETS

80. WHY THEY
WORK

81. HELP GET THE ATTENTION
OF JOURNALISTS
WHY THEY
WORK
1.

82. HELP GET THE ATTENTION
OF JOURNALISTS
ENCOURAGE THE USER
TO STAY IN THE ARTICLE
FOR LOGER
WHY THEY
WORK
1.
2.

83. HELP GET THE ATTENTION
OF JOURNALISTS
ENCOURAGE THE USER
TO STAY IN THE ARTICLE
FOR LOGER
WHY THEY
WORK
1.
2.
EXPLORE OTHER ANGLES3.

84. HELP GET THE ATTENTION
OF JOURNALISTS
ENCOURAGE THE USER
TO STAY IN THE ARTICLE
FOR LOGER
WHY THEY
WORK
1.
2.
EXPLORE OTHER ANGLES
KEEP A CAMPAIGN
EVERGREEN
3.
4.

98. Our designs will be seen on desktop,
tablet and mobile alike, so we need to
make sure they look good on all devices
RESPONSIVE
DESIGN

99. KEEP IN MIND

100. MAKE SURE YOUR
CAMPAIGN LOOKS GOOD
ON MOBILE
KEEP IN MIND
1.

101. MAKE SURE YOUR
CAMPAIGN LOOKS GOOD
ON MOBILE
DIVIDE YOUR
INFOGRAPHIC INTO
PARTS
KEEP IN MIND
1.
2.

102. MAKE SURE YOUR
CAMPAIGN LOOKS GOOD
ON MOBILE
DIVIDE YOUR
INFOGRAPHIC INTO
PARTS
KEEP IN MIND
1.
2.
MINIMUM FONT SIZE
SHOULD BE 14PX
3.

103. MAKE SURE YOUR
CAMPAIGN LOOKS GOOD
ON MOBILE
DIVIDE YOUR
INFOGRAPHIC INTO
PARTS
KEEP IN MIND
1.
2.
MINIMUM FONT SIZE
SHOULD BE 14PX
LEGIBILITY >
EVERYTHING ELSE
3.
4.

106. It’s our responsibility to make designs
easy to read and use for as many people
as possible
ACCESSIBILITY

107. KEEP IN MIND

108. BE MINDFUL OF CONTRAST,
ESPECIALLY ON TEXT
KEEP IN MIND
1.

109. BE MINDFUL OF CONTRAST,
ESPECIALLY ON TEXT
AVOID PURE BLACK ON
PURE WHITE AND VICE
VERSA
KEEP IN MIND
1.
2.

110. BE MINDFUL OF CONTRAST,
ESPECIALLY ON TEXT
AVOID PURE BLACK ON
PURE WHITE AND VICE
VERSA
KEEP IN MIND
1.
2.
DON’T USE COLOUR AS THE
ONLY WAY TO
COMMUNICATE SOMETHING
3.

111. BE MINDFUL OF CONTRAST,
ESPECIALLY ON TEXT
AVOID PURE BLACK ON
PURE WHITE AND VICE
VERSA
KEEP IN MIND
1.
2.
DON’T USE COLOUR AS THE
ONLY WAY TO
COMMUNICATE SOMETHING
DON’T PLACE
IMPORTANT
INFORMATION ON HOVER
3.
4.

115. WHAT NEXT?
04.

116. WASH-UP SESSIONS
SURVEY

117. WASH-UP SESSIONS
SURVEY DOCUMENT

118. WASH-UP SESSIONS
SURVEY DOCUMENT
MEETING

119. WASH-UP SESSIONS
SURVEY DOCUMENT
MEETING LEARNINGS

120. SURVEY QUESTIONS

121. DO YOU THINK YOU HAD
ENOUGH TIME?
SURVEY QUESTIONS
1.

122. DO YOU THINK YOU HAD
ENOUGH TIME?
MAJOR CHALLENGES
SURVEY QUESTIONS
1.
2.

123. DO YOU THINK YOU HAD
ENOUGH TIME?
MAJOR CHALLENGES
SURVEY QUESTIONS
1.
2.
WHAT WOULD’VE MADE
YOUR JOB EASIER?
3.

124. DO YOU THINK YOU HAD
ENOUGH TIME?
MAJOR CHALLENGES
SURVEY QUESTIONS
1.
2.
WHAT WOULD’VE MADE
YOUR JOB EASIER?
NOTABLE SUCCESSES
AND FAILURES
3.
4.

125. DOCUMENT
OVERALL
RESULTS
1.

126. DOCUMENT
OVERALL
RESULTS
TRENDS
1. 2.

127. DOCUMENT
OVERALL
RESULTS
TRENDS SUGGESTIONS
1. 2. 3.

128. MEETING
EVERYONE
IS INVITED
1.

129. MEETING
EVERYONE
IS INVITED
FINDINGS
1. 2.

130. MEETING
EVERYONE
IS INVITED
FINDINGS RESULTS
1. 2. 3.

131. CONCLUSION
KEY
QUESTIONS

132. CONCLUSION
KEY
QUESTIONS
OTHER
FEATURES

133. CONCLUSION
KEY
QUESTIONS
OTHER
FEATURES
PROCESS

134. CONCLUSION
LOOK BACK
KEY
QUESTIONS
OTHER
FEATURES
PROCESS

135. AWESOME WORDS
THAT’S ALL,
FOLKS!

136. GET IN
TOUCH
jazbatisti@gmail.com
/JazBatisti
#BrightonSEO#

137. RESOURCES
USEFUL LINKS
● Wash up survey template by The Article
Group
https://medium.com/article-group/who-shot-ya-a-b
etter-post-mortem-for-agencies-or-any-business-re
ally-b9a829cd3fcb
● Pexels Free Image Bank
https://www.pexels.com/
● WebAIM Contrast Checker
https://webaim.org/resources/contrastchecker/
● Stark (Contrast Sketch plugin)
https://www.getstark.co/
● Check that the colours on your website
have good enough contrast on colorable
https://colorable.jxnblk.com/
CREDITS
● Presentation template by Slidesgo
● Pictures by pexels.com
● Icons created by these designers from
NounProject
○ Accessibility and Survey icons by Yu Luck
○ Assets icon by Shashank Singh
○ Before icon by Carla Porciuncula
○ Blog icon by lastpark
○ Display icon by Icons Bazaar
○ During icon by Shocho
○ Document icon by Dennis
○ Embed icon by Shastry
○ Knowledge and Games icon by Supalerk
Iaipawat
○ Look back icon by Markus
○ Meeting icon by Artworkbean
○ Other icon by Myart
○ Outsource icon by Andrey Vasiliev
○ Responsive icon by Nikita Kozin
○ Big Data icon by Eucalyp
○ Target icon by Danil Polshin
○ Visual icon by Anastasia Latysheva