brand journalism: new opportunity for pr
DESCRIPTION
A presentation I gave to a University of Toledo PR class Nov. 13, 2013, introducing the students to brand journalism. I talk about the concept, examples, about why/how those in public relations are best apt for brand journalism and how Chrysler Group has been doing it for years.TRANSCRIPT
Brand JournalismNew Opportunity for PR
Public Relations Practices
The Path to Coverage
Image: Brandon C / http://is.gd/ydzQ2g
Traditional PR/Media Relations
Starts with a story idea
which turns into
a news release
Traditional PR/Media Relations
Then you have …
Media pitch/distribution
Cat Image: Josh Semans / http://is.gd/RLq8Lt
Traditional PR/Media Relations
Then you wait …
If no, nothing
If yes, print/broadcast/digital
coverage
Brand Journalism
Start with a story idea
Image: Tsahi Levent-Levi / http://is.gd/aQ6Lhw
Brand Journalism
Then publish it
to company platform…
Brand Journalism
and reach your audience
Brand Journalism
“Uncover powerful stories about your business, and give them to your customers and prospects in such a way that they’re hungry for more.”
“Instead of providing access to key personalities and emailing quotes for a big story, why not just tell the story yourself?”
Brand Journalism
“You’re skipping the middleman, essentially. You’re no longer hoping for a third party to tell your brand’s story, you’re doing it yourself.”
“At Nationwide Children's Hospital in Columbus, Ohio, the PR team defines brand journalism as blending actionable content with expert guidance from the hospital's sources.”
Brand Journalism
Brand journalism is a as a way to record “what happens to a brand in the world” and create ad communications that, over time, can tell a whole story of a brand.
-Larry Light (right)McDonald’s CMO 2004
http://brandjournalists.com/social-media/what-is-brand-journalism/
Brand Journalism
Brand Journalism can also be defined as using the credibility and influence of news to tell a corporate story in order to achieve competitive differentiation.• It must embrace transparency, an understanding of
news values, and relevance to the concerns of an audience.
• It invites a two-way conversation around those stories on the full range of social media platforms.
• It marries this journalism with the core elements of strategic PR and marketing communications – visionary planning, research, incisive messages and a defined purpose.
http://www.cbpp.uaa.alaska.edu/afef/brand_journalism_defined.htm
Brand Journalism
Now, what’s PR? • “Public relations is a strategic communication process
that builds mutually beneficial relationships between organizations and their publics.”
http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UoJiC-I4nAE
Brand Journalism
Chrysler Group is doing it
Brand Journalism
And has been for years …
Brand Journalism
Let’s Connect
LinkedIn.com/in/Mike Driehorst
@Mike Driehorst
Links
How to Become A Great Brand Journalist To Augment Your Content Marketing Strategyhttp://www.forbes.com/sites/jaysondemers/2013/08/14/how-to-become-a-great-brand-journalist-to-augment-your-content-marketing-strategy/
Is ‘Brand Journalism’ the New PR?http://www.mediabistro.com/prnewser/brand-journalism-pr_b44728
Hospital's media coverage increases nine-fold using brand journalismhttp://www.ragan.com/Tomorrow/Articles/Hospitals_media_coverage_increases_ninefold_using_47406.aspx
Brand Journalism Enhances Your Social Media Strategy http://www.salesforcemarketingcloud.com/blog/2012/08/brand-journalism-enhances-your-social-media-strategy/
Chrysler Group blog: http://blog.chryslerllc.com
Questions?