Brand Journalism

Brand Journalism

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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: a€c Establishing the audience your brand wants to engage with a€c Identifying your organisationa€™s business goals a€c Developing a brand journalism strategy to help deliver those business goals a€c 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 - The organic retailera#39;s blog is a cookery guide, with regular recipes, such as a seasonal guide to usingcherries ... Zillow ( is a realestate brand that blogs on everything to do with buying and selling homes and moving house. ... You see, the potential market for lead management systems is less than 10 per cent penetrated.1 Eloquaa#39;ssector, Thatpost Data journalism is a majoranbsp;...

Title:Brand Journalism
Author:Andy Bull
Publisher:Routledge - 2013-06-26


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