A strategic state of mind

Improving digital communications

Changing Content Workflow to Break News

  • WHO: Governance Studies
  • WHERE: Brookings Institution
  • HYPOTHESIS: Instead of using usual handoff procedures (videographer hands clips off to editor, a separate producer works with editor to churn out specific time codes, editor uploads video to server, producer submits video copy and headline; digital specialist optimizes copy for YouTube) for breaking news, the videographer/producer edits clips based off of their own notes, writes and submits copy, and uploads directly to YouTube) will increase views and referrals to brookings.edu
  • RESULTS:  The Washington Post, CNN, and others embed a YouTube video – delivered more than 35 minutes ahead of the usual process estimates. The video is embedded and shared across multiple platforms and dominates the news cycle. 
Brianne Aikenvideo, strategy