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When astronomers look for potential life throughout the universe, they often look for planets in the ‘goldilocks zone’. These planets have a set of criteria that provide the potential for life based on the ideal distance from a star and atmosphere composed of a specific mix of gasses, liquid water, and other factors. They set these criteria based on what they know has worked on earth.
The same principles apply when choosing a newsroom or media centre solution. Newsroom solutions need to provide the right atmosphere and ideal conditions for journalists to propagate their stories. Access to pre-approved compliant collections of images and video are essential ingredients in this process.
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Frictionless access to images and video
Most newsrooms and media centres take the idea of frictionless access literally. They allow images and videos to be downloaded without any compliance requirements. Alternatively, they require journalists to contact the PR team to access this content. In the 24/7 news, high compliance media environment, both options are hostile to the propagation of more media coverage.
By simply adding a small batch of images or videos to an article without the necessary compliance documentation (or auditable trail), you’re ensuring journalists and media groups can’t use this content. Alternatively, If you’re placing the barrier of direct liaisons between your PR team and journalists to access your images and videos, you severely limit the number of journalists who will publish your content. Either of these approaches makes it impossible for journalists to meet their already impossible deadlines. The goal should be to find that ‘goldilocks zone’ between access and accountability, as Lookatmedia™ has achieved.
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Signs of intelligent life
Integrating a Digital Asset Management (DAM) solution into a newsroom or media centre creates low friction and a high compliance environment that works for PR professionals, journalists, and media groups.
Intelligent DAMs, like the one included in Lookatmedia™, are designed to strike a balance between compliance and ease of access. If we study the Lookatmedia™ DAM, we see that it has an atmosphere that has evolved over a decade to include features that manage usage rights, accurate titles and descriptions and even suggested hashtags.
Looking at it more closely under the microscope, we see it also includes features that allow model releases and other compliance documentation to be added to individual images and videos or batches of content. It even allows rules to be applied that notify admin when usage rights have expired, allowing for notifications to be sent to those who have already downloaded this content. These and many more features are the product of evolution and high user acceptance.
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The ideal conditions for life
In the case of Lookatmedia™, journalists can access articles, images and videos that include information essential to publishing compliance without any further interaction. This is a tested and proven way of delivering compliant visual content to the media and creates the ideal conditions for PR professionals to create a media-friendly atmosphere conducive to more and better media coverage.
