Brand Journalism

ISBN-13: 9780415638098 / Angielski / Twarda / 2013 / 278 str.

Andy Bull

Opis

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.

Spis treści

Introduction  Section 1: How to develop a brand journalism strategy  Introduction to Section 1  1. How McDonald's invented brand journalism, and how brand journalism saved McDonald's  2. Who do you want to talk to? Identifying the community you wish to serve  3. Establishing business goals, and developing brand journalism strategies to support those goals  4. Making the case for brand journalism within an organisation. Putting the structure in place to achieve your brand journalism goals  5. Your brand is your beat: how to find stories within an organisation – and how to tell them compellingly  6. The ethics of brand journalism  Section 2: How to use the full range of platforms that are available for brand journalism  Introduction to Section 2  7. How brand journalism gives Red Bull wings  8. Using social media channels for brand journalism  9. Brand journalism for a mobile audience  10. Brand journalism content creation and curation. Examining blogs, live blogging, curation, data, white papers, ebooks, RSS and email newsletters  11. Specialist online communities and webinars  12. Your branded websites as information hubs for customers and potential customers  13. How traditional media, including customer magazines fit into a brand journalism strategy  Section 3: Brand journalism storytelling paths  Introduction to Section 3  14. Launching a product. How Ford uses social media to launch new cars  15. Promoting and covering an event. How blogging and social media can be used before and during a conference, convention, exhibition or sports game  16. Publicising a travel destination. How a ski resort uses brand journalism on social media to increase visitor numbers  17. Building an information resource. How a government department created a new web and social presence  18. Charity fundraising. How charity:water uses social media and powerful storytelling to raise funds for its cause  19. 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  20. Launching or re-launching a customer magazine. How Waitrose repositioned its customer magazine and extended its brand journalism strategy  21. Creating a media toolkit. How a charity uses a media toolkit to communicate with a number of audience sectors  22. Developing a company news resource. How Dow Chemical reports on itself and its activities as a problem-solver and educator  23. Managing a crisis. How Dow Chemical failed to tackle the PR crisis over its association with the Bhopal disaster  24. Establishing a personal brand. How Richard Branson has built his personal brand  Section 4: Measuring the results of your brand journalism strategy  Introduction to Section 4  25. Social media monitoring and analytics tools  26. Monitoring and analysing your branded websites, blogs and ebulletins  27. The last word: Good content = Good SEO