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Will Brand Journalism Replace Public Relations

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A http://www.ConverseDigital.com digital media keynote:

In this age of digital media, content marketing and media fragmentation -- is public relations (as a marketing discipline) still relevant? Will it be relevant in 10 years?

This presentation seeks to answer those questions. It was delivered by Tom Martin, at the IABC Regional Conference in New Orleans, LA during the Fall of 2011.

  • I actually just wrote a post about how we are using brand journalism in the financial industry. I’ve been lucky enough to learn about this from the best marketing professional – and the pioneer of brand journalism Larry Light.

    I would be interested to hear your thoughts about my post and case example:http://www.iuriel.com/featured/financial-brand-journalism-inbound-marketing-personalization/

    In this post i write about the latest trends and strategies in Marketing and Brand Management. These include brand journalism, inbound marketing and the “personalization tsunami”.

    I also share a recent case, which demonstrates how marketer’s can make this work in practice. The case is from the Financial Industry and was centered around current financial events such as the euro in crisis, fiscal cliff, currency wars, gold, etc.

    Check it out and please tell me what you think: http://www.iuriel.com/featured/financial-brand-journalism-inbound-marketing-personalization/
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Will Brand Journalism Replace Public Relations

  1. 1. the walls are falling TomMartin
  2. 2. “ One also gets the sense the insider feel is part of the appeal of ” blogging and blog reading in the first place. State of the Media Report 2006 Copyright  ©  2010  Converse  Digital,  LLC
  3. 3. “ Citizen journalism, in short, is becoming less something that is dismissed as the amateur hour before the professionals take State of the Media Report ” the stage and more something that enriches the conversation 2007 Copyright  ©  2010  Converse  Digital,  LLC
  4. 4. “ Heading into 2008, Web 2.0 and citizen media have taken root as significant elements in the news of the future. And they have become a true competitor to traditional media. State of the Media Report ” 2008 Copyright  ©  2010  Converse  Digital,  LLC
  5. 5. “From producing original content and commentary to sharingand ranking news produced by professionals, citizens became State of the Media Report ”an even larger part of the daily news information flow in 2008. 2009 Copyright  ©  2010  Converse  Digital,  LLC
  6. 6. “The major impediment to citizen journalism success is thatthe sites that do not have the financial backing of foundations,the work of professional journalists, or some supportive linkswith legacy media... ” State of the Media Report 2010 Copyright  ©  2010  Converse  Digital,  LLC
  7. 7. “In 2010, however, some of the biggest new media institutions ”began to develop original newsgathering in a significant way. State of the Media Report 2011 Copyright  ©  2010  Converse  Digital,  LLC
  8. 8. “In 2010, however, some of the biggest new media institutions ”began to develop original newsgathering in a significant way.“Traditional newsrooms, meanwhile, are different places than theywere before the recession. They are smaller, their aspirationshave narrowed and their journalists are stretched thinner. ” State of the Media Report 2011 Copyright  ©  2010  Converse  Digital,  LLC
  9. 9. “It may be that in the digital realm the newsindustry is no longer in control of its own future. ” State of the Media Report 2011 Copyright  ©  2010  Converse  Digital,  LLC
  10. 10. the walls have fallen
  11. 11. the perfect storm Me Too programming Distribution Technology Channel vs Content Rise of the Individual
  12. 12.  me too....
  13. 13.  me too....
  14. 14. name that network...
  15. 15.  Copyright  ©  2010  Converse  Digital,  LLC
  16. 16. Copyright  ©  2010  Converse  Digital,  LLC
  17. 17. Copyright  ©  2010  Converse  Digital,  LLC
  18. 18. Copyright  ©  2010  Converse  Digital,  LLC
  19. 19. Copyright  ©  2010  Converse  Digital,  LLC
  20. 20. Copyright  ©  2010  Converse  Digital,  LLC
  21. 21. Copyright  ©  2010  Converse  Digital,  LLC
  22. 22. Copyright  ©  2010  Converse  Digital,  LLC
  23. 23. Copyright  ©  2010  Converse  Digital,  LLC
  24. 24. Tomorrow news will be instant Copyright  ©  2010  Converse  Digital,  LLC
  25. 25.  Channel or Content?Today we think in terms of CHANNELTomorrow we think in terms of CONTENTlocal |sports | entertainment | weather |national
  26. 26.  Copyright  ©  2010  Converse  Digital,  LLC
  27. 27.  Copyright  ©  2010  Converse  Digital,  LLC
  28. 28.  Copyright  ©  2010  Converse  Digital,  LLC
  29. 29.  Copyright  ©  2010  Converse  Digital,  LLC source: Audit Bureau of Circulations.
  30. 30.  Copyright  ©  2010  Converse  Digital,  LLC source: Audit Bureau of Circulations.
  31. 31.  Copyright  ©  2010  Converse  Digital,  LLC source: Audit Bureau of Circulations.
  32. 32.  Copyright  ©  2010  Converse  Digital,  LLC source: Audit Bureau of Circulations.
  33. 33.  Copyright  ©  2010  Converse  Digital,  LLCPete founded Mashable in 2005 as a blog source: Audit Bureau of Circulations.
  34. 34. Mashable’s 13 million monthly unique visitorsand 4 million social media followers Copyright  ©  2010  Converse  Digital,  LLC
  35. 35.  Copyright  ©  2010  Converse  Digital,  LLC
  36. 36.  Copyright  ©  2010  Converse  Digital,  LLC
  37. 37. the perfect storm
  38. 38. the perfect futureAll Things Digital Televisions Computers Photography Stereo Mobile Videography Product Reviews Product Reviews Product Reviews Compare Shop Latest News How To’s Current News Tech Schools Portfolios Technology Breakdown Ask The Pro Competitions
  39. 39. the perfect futureAll Things Digital Televisions Computers Photography Stereo Mobile Videography Product Reviews Product Reviews Product Reviews Compare Shop Latest News How To’s Current News Tech Schools Portfolios Technology Breakdown Ask The Pro Competitions
  40. 40. “ The major impediment to citizen brand journalism success is that the sites that do not have the financial backing of foundations, the work of professional journalists, or some ” supportive links with legacy media... State of the Media Report 2010105,000 jobs were lost in newspapers between 2001 and 2008. Copyright  ©  2010  Converse  Digital,  LLC

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