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.
TABLE OF CONTENTS
chapter |3 pages
Introduction
part |79 pages
How to Develop a Brand Journalism Strategy
chapter |17 pages
Making the Case for Brand Journalism Within an Organization
chapter |9 pages
Your Brand Is Your Beat
chapter |10 pages
The Ethics of Brand Journalism
part |86 pages
The Publishing Platforms to Use
chapter |13 pages
How Brand Journalism Gives Red Bull Wings
chapter |24 pages
Using Social Media Channels for Brand Journalism
chapter |10 pages
Brand Journalism for a Mobile Audience
chapter |14 pages
Brand Journalism Content Creation and Curation
chapter |9 pages
Specialist Online Communities and Webinars
part |62 pages
Brand Journalism Storytelling Paths
chapter |8 pages
Promoting and Covering an Event
chapter |3 pages
Publicizing a Travel Destination
chapter |6 pages
Building an Information Resource
chapter |5 pages
Charity Fundraising
chapter |8 pages
Building a Geo-Located Information and Entertainment Resource
chapter |4 pages
Launching or Re-Launching a Customer Magazine
chapter |3 pages
Creating a Media Toolkit
chapter |5 pages
Developing a Company News Resource
chapter |6 pages
Managing a Crisis
part |37 pages
Measuring the Results of Your Brand Journalism Strategy