Brand Journalism [Paperback]

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 organisations 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.

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 tl#i