ABSTRACT

Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations.

This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher.

Areas covered include:

• Establishing the audience your brand wants to engage with

• Identifying your organisation’s business goals

• Developing a brand journalism strategy to help deliver those business goals

• Measuring the results of your brand journalism strategy

The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

chapter |3 pages

Introduction

part |79 pages

How to Develop a Brand Journalism Strategy

chapter |14 pages

Who Do You Want to Talk to?

Identifying the Community You Wish to Serve

chapter |17 pages

Making the Case for Brand Journalism Within an Organization

Putting the Structure in Place to Achieve Your Brand Journalism Goals

chapter |9 pages

Your Brand Is Your Beat

How to Find Stories Within an Organization — and How to Tell Them Compellingly

part |86 pages

The Publishing Platforms to Use

chapter |10 pages

Brand Journalism for a Mobile Audience

Mobile Social Media Platforms, Apps, Augmented Reality and QR Codes

chapter |14 pages

Brand Journalism Content Creation and Curation

Examining Blogs, Live Blogging, Curation, Data, White Papers, e-Books, RSS and Email Newsletters

part |62 pages

Brand Journalism Storytelling Paths

chapter |6 pages

Launching a Product

How Ford Uses Social Media to Launch New Cars

chapter |8 pages

Promoting and Covering an Event

How Blogging and Social Media Can Be Used Before and During a Conference, Convention, Exhibition or Sports Game

chapter |3 pages

Publicizing a Travel Destination

How a Ski Resort Uses Brand Journalism on Social Media to Increase Visitor Numbers

chapter |6 pages

Building an Information Resource

How a Government Department Created a New Web and Social Presence

chapter |5 pages

Charity Fundraising

How charity:water Uses Social Media and Powerful Storytelling to Raise Funds for Its Cause

chapter |8 pages

Building a Geo-Located Information and Entertainment Resource

How Starbucks Uses the Full Range of Geo-Location Tools to Tell Its Story in Each of Its Stores

chapter |4 pages

Launching or Re-Launching a Customer Magazine

How Waitrose Repositioned Its Customer Magazine and Extended Its Brand Journalism Strategy

chapter |3 pages

Creating a Media Toolkit

How a Charity Uses a Media Toolkit to Communicate with a Number of Audience Sectors

chapter |5 pages

Developing a Company News Resource

How Dow Chemical Reports on Itself and Its Activities as a Problem-Solver and Educator

chapter |6 pages

Managing a Crisis

How Dow Chemical Failed to Tackle the PR Crisis over Its Association with the Bhopal Disaster

chapter |6 pages

Establishing a Personal Brand

How Richard Branson Has Built His Personal Brand

part |37 pages

Measuring the Results of Your Brand Journalism Strategy