The democratization of media has brought with it additional pressures to make content that attracts attention. That’s why I selected a talk called Using the tools of journalism to create better content. It was delivered by communications consultant, fellow Algonquin College instructor and podcaster, and close friend Bob Ledrew at PAB2012.

Today’s video is a collage of highlights from Bob’s talk on what creatives and content producers can learn from the practices and structures of journalism.

PAB was an annual three-day conference about creativity, content creation, audience engagement and online relationship building. It flourished on a reputation of strong content and a welcoming community, attracting participants from as far away as the U.K. and South America for speaking sessions, popular five-minute JOLTs, workshops, panel discussions, and social activities. PAB2012 was the seventh and final PAB conference.