Brand JournalismNew Opportunity for PR

Public Relations Practices

The Path to Coverage

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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

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Traditional PR/Media Relations

Then you wait …

If no, nothing

If yes, print/broadcast/digital

coverage

Brand Journalism

Start with a story idea

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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

Mike.Driehorst@Chrysler.com

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?