Brand Journalism
New Opportunity for PR

Public Relations Practices
The Path to Coverage

Image: Brandon C / http://is.gd/ydzQ2g
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

Cat Image: Josh Semans /
http://is.gd/RLq8Lt
Traditional PR/Media Relations
Then you wait …
If no, nothing
If yes, print/broadcast/digital
coverage
Brand Journalism
Start with a story idea

Image: Tsahi Levent-Levi / http://is.gd/aQ6Lhw
Brand Journalism
Then publish it
to company platform…
Brand Journalism
and reach your audience
Brand Journalism

“Instead of providing access to key personalities and emailing
quotes for a big story, why not just tell...
Brand Journalism

“You’re skipping the middleman, essentially. You’re no longer hoping for a third party
to tell your bran...
Brand Journalism
Brand journalism is a as a way to
record “what happens to a brand in the
world” and create ad communicati...
Brand Journalism
Brand Journalism can also be defined as using the
credibility and influence of news to tell a corporate s...
Brand Journalism

Now, what’s PR?
• “Public relations is a strategic communication process
that builds mutually beneficial...
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 Strategy
http://www.forbes.com/sites/jayson...
Questions?
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Brand Journalism: New Opportunity for PR

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A presentation I gave to a University of Toledo PR class Nov. 13, 2013, introducing the students to brand journalism. I talk about the concept, examples, about why/how those in public relations are best apt for brand journalism and how Chrysler Group has been doing it for years.

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  • 4736 reach
  • Know your clients/employerKnow your audience – AND its information needs
  • Brand Journalism: New Opportunity for PR

    1. 1. Brand Journalism New Opportunity for PR Public Relations Practices
    2. 2. The Path to Coverage Image: Brandon C / http://is.gd/ydzQ2g
    3. 3. Traditional PR/Media Relations Starts with a story idea which turns into a news release
    4. 4. Traditional PR/Media Relations Then you have … Media pitch/distribution Cat Image: Josh Semans / http://is.gd/RLq8Lt
    5. 5. Traditional PR/Media Relations Then you wait … If no, nothing If yes, print/broadcast/digital coverage
    6. 6. Brand Journalism Start with a story idea Image: Tsahi Levent-Levi / http://is.gd/aQ6Lhw
    7. 7. Brand Journalism Then publish it to company platform…
    8. 8. Brand Journalism and reach your audience
    9. 9. Brand Journalism “Instead of providing access to key personalities and emailing quotes for a big story, why not just tell the story yourself?” “Uncover powerful stories about your business, and give them to your customers and prospects in such a way that they’re hungry for more.”
    10. 10. 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.”
    11. 11. 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/
    12. 12. 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
    13. 13. 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
    14. 14. Brand Journalism Chrysler Group is doing it
    15. 15. Brand Journalism And has been for years …
    16. 16. Brand Journalism
    17. 17. Let’s Connect Mike.Driehorst@Chrysler.com LinkedIn.com/in/Mike Driehorst @Mike Driehorst
    18. 18. Links How to Become A Great Brand Journalist To Augment Your Content Marketing Strategy http://www.forbes.com/sites/jaysondemers/2013/08/14/how-to-become-a-great-brand-journalist-toaugment-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 journalism http://www.ragan.com/Tomorrow/Articles/Hospitals_media_coverage_increases_ninefold_using_4740 6.aspx Brand Journalism Enhances Your Social Media Strategy http://www.salesforcemarketingcloud.com/blog/2012/08/brand-journalism-enhances-your-socialmedia-strategy/ Chrysler Group blog: http://blog.chryslerllc.com
    19. 19. Questions?

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