Andy Bull

Brand Journalism (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 288
• Erscheinungstermin: 26. Juni 2013
• Englisch
• ISBN-13: 9781136185991
• Artikelnr.: 39191187

Autorenporträt

Andy Bull has held senior positions at The Times, AOL, The Independent, the Mail on Sunday and the Sunday Express. He has produced brand journalism on behalf of organisations including Amnesty International, HSBC, Harrods, 20th Century Fox and Parlophone. He teaches at the London School of Journalism, and is author of Multimedia Journalism: A Practical Guide.

Inhaltsangabe

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