The context
Think through the organization and transfer of skills (marketing, communication, procedures) within a team that is predominantly journalistic
Disclose is an investigative journalism media outlet and NGO launched in 2018. Their investigations expose affairs and scandals in political, institutional, and corporate spheres: IKEA and its wood predation system around the world, General Electric and tax fraud issues, France and its arms sales abroad…. This work, entirely freely accessible, aims to have a concrete impact on society and is deployed across its website, social media, and newsletter « L'Alerte ». Eager to launch new newsletters, the Disclose team reached out to Médianes in February 2024 for support with their launches. Médianes is also mobilized to provide guidance on social media management, with the goal of making them genuine gateways to the media's content: a marketing strategy to structure, while remaining independent.
A themed workshop and framing exchange
Shape the strategy, listening to the client
After gathering information related to the project's implementation, we conducted exchange sessions to deepen the marketing actions to be implemented to ensure the launch of newsletters and develop the social media presence of Disclose. The challenge? To get the team to reflect on their objectives, editorial products and target audiences, and to present them with practical cases, initial recommendations and techniques for scaling up.
Two action plans to prepare the team operationally
Suggest actions to empower the team
Use cases, recommendations related to organization, key messages, timeline, marketing actions, tools… We provided the media team with an action plan and recommendations specific to the strategy for launching new newsletters to help them grow their audience and engage their community.
We then delivered an action plan tailored to social media strategy. The Disclose team received recommendations for actions to implement in terms of formats, channels, tone, technical aspects, expertise, scheduling, tools, and more.
This action plan aimed to provide the team with a turnkey method for defining a publishing strategy (formats, frequency, channels) that takes into account the identity of social media platforms and the usage patterns and needs of their audiences.
At the end of the mission, a document listing educational resources was provided to the team: a series of articles, practical guides, templates, and tools to help them facilitate knowledge-sharing internally, both in the short and long term on topics related to newsletters and social media.
Disclose
Disclose is a nonprofit media outlet investigating matters of public interest. All of their investigations, articles, and videos are freely accessible. The outlet places impact at the heart of its work and has been supported by reader donations since its founding in 2018. Each year, Disclose publishes an impact report to document its investigations and examine their real-world consequences.
