PR professionals are split on their views toward and treatment of "brand journalists" - content creators employed by brands rather than traditional media outlets. The survey of 174 PRs found that about two-thirds have worked with brand journalists in the past, but opinions are polarized. Around 40% of PRs treat brand journalists the same as traditional journalists, while a similar proportion do not. High-touch activities like press trips are more common with traditional journalists. There is no consensus on when, if ever, brand journalists will be viewed equally to traditional journalists. Reasons for skepticism include concerns about conflicts of interest compared to the independence of traditional media. However, brands continue investing in content marketing by hiring content creators, and those that emphasize quality content
The document provides guidance on using online press releases to promote content and drive traffic. It recommends:
1) Optimizing press releases for search engines by including targeted keywords that match what readers search for at different stages of the buying cycle.
2) Choosing 2-5 target keywords and including them naturally 2-5 times per 500 words to attract search traffic while avoiding "search spam".
3) Including a clear call to action at the end of the press release to encourage readers to engage further with the content, such as clicking a link.
The document summarizes the services provided by Syntax Communications, a strategic communications company established in 2004 in Pakistan. It provides public relations, marketing, and advertising services to blue chip companies. The company has a team of professionals with expertise in their fields. It offers various PR services including media relations, corporate communications, crisis management, and content development. It aims to strengthen client communication and build their image with key audiences through strategic communications.
Chief Customer Officer - Customers’ advocates enter the boardroomChristopher Brewer
The document discusses the emergence and role of the chief customer officer (CCO) position in companies. It provides the following key points:
1) More companies are creating CCO positions to strengthen customer relationships and drive a customer-centric culture as consumers have more power and influence.
2) CCOs are responsible for developing customer strategies, segmenting and understanding customers, and improving acquisition, retention and advocacy.
3) The CCO role involves changing company culture and processes to prioritize customer experience and align the organization around customer needs.
4) While responsibilities vary, CCOs typically oversee marketing, branding, analytics and customer service functions to bring the customer perspective across the company.
How Direct Marketing Applies in a Multichannel Marketing Worldamdia
The document discusses how multichannel marketing is affecting various industries and organizations. It notes that purchase decisions are now collaborative rather than linear, and that brands must be with customers along their journeys. It recommends taking a multichannel approach, using data for targeting, and emphasizing measurement and accountability to improve return on marketing investment. Key performance indicators can help measure business contribution, marketing outcomes, customer satisfaction, behavior, channel promotion, and social media marketing.
The May edition of NewsJack. A monthly newsletter to highlight current news, articles, tips, industry trends (and a bit of local flavor), for PR, IR and other communications professionals
Upgrading blackboard academic_suite_to_blackboard_learn_release_9Selva G Kumar
The document provides information to help administrators and instructors upgrade to Blackboard Learn Release 9, including reference materials, compatibility matrixes, performance improvements, and update instructions for Windows and UNIX. It outlines what the upgrade kit contains, supported server configurations and browsers, enhanced features in Release 9, and steps for running the updater. Administrators are warned to obtain a Release 9 license key before installing.
This document provides advice on how to succeed in work social networks by focusing on three key themes: perceptions skills, social networks both online and offline, and generational differences. It emphasizes developing authentic relationships, focusing on your strengths, giving credit to others, and being aware of different generational experiences and communication styles.
Transcarga es una plataforma en línea que conecta generadores de carga con transportistas para facilitar el transporte oportuno de bienes de manera segura y rentable. La plataforma permite que los usuarios publiquen detalles de envíos, encuentren transporte a través de un mapa interactivo, realicen negociaciones y califiquen los servicios recibidos. Transcarga ha recibido reconocimientos por su modelo de negocio innovador que mejora la eficiencia de la logística.
The document provides guidance on using online press releases to promote content and drive traffic. It recommends:
1) Optimizing press releases for search engines by including targeted keywords that match what readers search for at different stages of the buying cycle.
2) Choosing 2-5 target keywords and including them naturally 2-5 times per 500 words to attract search traffic while avoiding "search spam".
3) Including a clear call to action at the end of the press release to encourage readers to engage further with the content, such as clicking a link.
The document summarizes the services provided by Syntax Communications, a strategic communications company established in 2004 in Pakistan. It provides public relations, marketing, and advertising services to blue chip companies. The company has a team of professionals with expertise in their fields. It offers various PR services including media relations, corporate communications, crisis management, and content development. It aims to strengthen client communication and build their image with key audiences through strategic communications.
Chief Customer Officer - Customers’ advocates enter the boardroomChristopher Brewer
The document discusses the emergence and role of the chief customer officer (CCO) position in companies. It provides the following key points:
1) More companies are creating CCO positions to strengthen customer relationships and drive a customer-centric culture as consumers have more power and influence.
2) CCOs are responsible for developing customer strategies, segmenting and understanding customers, and improving acquisition, retention and advocacy.
3) The CCO role involves changing company culture and processes to prioritize customer experience and align the organization around customer needs.
4) While responsibilities vary, CCOs typically oversee marketing, branding, analytics and customer service functions to bring the customer perspective across the company.
How Direct Marketing Applies in a Multichannel Marketing Worldamdia
The document discusses how multichannel marketing is affecting various industries and organizations. It notes that purchase decisions are now collaborative rather than linear, and that brands must be with customers along their journeys. It recommends taking a multichannel approach, using data for targeting, and emphasizing measurement and accountability to improve return on marketing investment. Key performance indicators can help measure business contribution, marketing outcomes, customer satisfaction, behavior, channel promotion, and social media marketing.
The May edition of NewsJack. A monthly newsletter to highlight current news, articles, tips, industry trends (and a bit of local flavor), for PR, IR and other communications professionals
Upgrading blackboard academic_suite_to_blackboard_learn_release_9Selva G Kumar
The document provides information to help administrators and instructors upgrade to Blackboard Learn Release 9, including reference materials, compatibility matrixes, performance improvements, and update instructions for Windows and UNIX. It outlines what the upgrade kit contains, supported server configurations and browsers, enhanced features in Release 9, and steps for running the updater. Administrators are warned to obtain a Release 9 license key before installing.
This document provides advice on how to succeed in work social networks by focusing on three key themes: perceptions skills, social networks both online and offline, and generational differences. It emphasizes developing authentic relationships, focusing on your strengths, giving credit to others, and being aware of different generational experiences and communication styles.
Transcarga es una plataforma en línea que conecta generadores de carga con transportistas para facilitar el transporte oportuno de bienes de manera segura y rentable. La plataforma permite que los usuarios publiquen detalles de envíos, encuentren transporte a través de un mapa interactivo, realicen negociaciones y califiquen los servicios recibidos. Transcarga ha recibido reconocimientos por su modelo de negocio innovador que mejora la eficiencia de la logística.
Presentación de la Fundación Telefónica, la Universidad de Navarra y la Organización Universitaria Interamericana acerca de su proyecto de investigación sobre niños, adolescentes y pantallas. En línea en http://www.generacionesinteractivas.org/?p=2052
This document discusses the labor market participation of young people in Europe. It notes that youth unemployment has risen significantly since the economic crisis, with only 34% of young people employed in 2011, the lowest figure on record. While youth are an important asset, many European countries currently struggle to integrate young people into education and the job market. The crisis has hit young people especially hard, increasing the urgency for policies to improve their labor market participation and engagement.
As conversation starter for Climate Change and Disaster Risk Reduction as well as Environmental Health, komiks can be a very effective instructional material. Thunder Bubuli for example tackles leptospirosis and vector-borne diseases and can also start discussions on natural pest control. Cricketers can start discussions on persistent organic pollutants (POPs) and mutation as well as the importance of insects in the ecosystem. The Komiks Guild of The Philippines is open to collaborations with educational institutions and educational game developers.
Convocatoria: Eventos de Formación eTwinning 2016eTwinning España
Se convocan plazas de asistencia a eventos de formación dentro del marco de la acción eTwinning en los países participantes en el programa, para profesorado de centros públicos y privados que impartan docencia de enseñanzas oficiales no universitarias, para el año 2016.
The document discusses the concept of Domain Driven Security (DDSec), which applies principles from Domain-Driven Design (DDD) to address security concerns. DDSec helps improve security by modeling the problem domain more accurately and defining explicit security-related domain concepts. This approach helps prevent vulnerabilities like SQL injection and cross-site scripting by validating all data according to the domain model. The document provides examples of how DDSec can help secure an online book purchasing system and prevent accidental data leakage. It also discusses challenges in applying DDSec across microservices.
WSUS (Windows Server Update Services) es una herramienta gratuita de Microsoft que automatiza el proceso de gestión de actualizaciones de software. Los servidores WSUS descargan actualizaciones de Microsoft Update y las distribuyen a los clientes de Windows asignados a grupos de destino. Los administradores aprueban qué actualizaciones se instalarán y cuándo. WSUS mejora la gestión de parches y proporciona escalabilidad para la distribución de actualizaciones.
The document provides information on inspecting and servicing various components of the power steering system on a vehicle, including:
- Checking fluid level and for leaks in the power steering system.
- Inspecting the steering wheel for play, neutral position, and turning force.
- Removing and installing the steering wheel.
- Removing and installing the steering column and inspecting it.
- Inspecting the power steering gear and linkage, including checking for proper movement and sliding force.
- Removing and installing the power steering gear.
- Checking the operation of the power steering oil pump.
Las claves para saber cuándo y cómo invertir en una startupStartupxplore
¿Cuál es el mejor momento para entrar en una ronda? ¿cómo tener un buen dealflow? ¿cómo puedo invertir en una startup con business angels de experiencia? ¿qué factores debemos tener en cuenta para evaluar una oportunidad? ¿cómo calcular una valoración? ¿qué cláusulas hay que negociar en el pacto de socios? Aspectos claves en esta presentación de Startupxplore, la comunidad líder en España que conecta a inversores y startups a través de la coinversión liderada: http://sxplr.do/rondas-coinversion-liderada
The document discusses the formation and operations of the Euro-Diagnostica Group, a company focused on diagnosing and monitoring specific diseases like autoimmune disorders and rheumatology. Euro-Diagnostica was established in 1992 through the merger of several diagnostic companies. In 2004 it acquired Wieslab AB, adding expertise in protein chemistry and ANCA tests. Euro-Diagnostica/Wieslab has facilities in Sweden and the Netherlands with a worldwide distribution network. The company specializes in developing diagnostic tests for conditions like ANCA-associated vasculitis and rheumatoid arthritis.
Este documento describe un estudio que analiza la técnica del remate en voleibol mediante el uso de un sistema de captura de movimiento, comparando jugadoras sénior con cadetes. El estudio encontró diferencias significativas entre los dos grupos en variables como el tiempo de vuelo, la velocidad de salida del balón, y los ángulos y rangos de movimiento del brazo. Los autores concluyen que el análisis biomecánico puede ayudar a los entrenadores a mejorar el rendimiento identificando parámetros deficitarios en jugador
Este documento presenta las letras del abecedario español y las sílabas que se forman con las vocales y consonantes. Explica las vocales y sus sílabas correspondientes con diferentes palabras de ejemplo. Luego presenta las consonantes y las sílabas que se forman con cada una combinada con las vocales. El objetivo es enseñar a los niños las letras y las sílabas del idioma español de forma lúdica y visual.
1) El documento presenta un cuaderno de trabajo para estudiantes del séptimo semestre que refleja de forma sencilla y práctica los objetivos básicos del programa de Matemáticas. 2) Agradece la colaboración de profesores en revisar y mejorar el cuaderno, y dedica el trabajo a su esposa e hijos y a sus alumnos. 3) El contenido incluye conceptos sobre conjuntos, sistemas de numeración, números naturales, enteros y racionales.
El documento describe las briófitas, un grupo de plantas no vasculares que incluye musgos, hepáticas y antoceras. Discuten las tres divisiones de briófitas, sus características como plantas terrestres primitivas, y su ciclo de vida que incluye gametófitos y esporófitos. También proporciona detalles sobre las características específicas de musgos, hepáticas y antoceras.
The document discusses the stages of a network attack from an attacker's perspective. It describes how attackers first perform reconnaissance to gather information about a target network such as open ports, services and vulnerabilities. It then discusses how attackers use this information to directly attack systems using exploits or malware. Finally, it mentions how attackers aim to maintain access and cover their tracks after gaining entry. The goal is to provide an overview of the attack process and challenges for network defense.
This document provides a summary of resources for hiring in the media industry, including job descriptions, interview questions, letters, and other resources. It includes templates for 16 common media jobs such as art director, graphic designer, photographer, and video editor. The document also provides tips for hiring media professionals and a case study on how Hubspot has successfully hired journalists. Overall, the document is a comprehensive guide for anyone looking to hire for various roles in the media industry.
How PR Can Help You To Win More BusinessSara Paine
This document provides an overview of public relations (PR) and how it can help businesses. It discusses that PR can help increase awareness, change attitudes, and project a positive image to ultimately help drive sales. While PR cannot directly increase sales, it can generate goodwill, interest, and awareness which can help businesses through the marketing funnel. The document also outlines seven key things to know about PR, including that it is not a quick fix, can be difficult to measure, and will rarely get businesses direct front page coverage. It concludes by discussing different levels of PR support a business may need.
Not too long ago, working in the PR department primarily meant shaping the way clients are covered by the press. Developing relationships with members of the media, promoting client messages through press coverage, and ultimately building brand identity for clients—all through the media. Sure, my work somewhat overlapped with that of the marketing department, but for the most part, my experiences were so that the activities of the PR department were pretty distinct from those of the marketing team.
Presentación de la Fundación Telefónica, la Universidad de Navarra y la Organización Universitaria Interamericana acerca de su proyecto de investigación sobre niños, adolescentes y pantallas. En línea en http://www.generacionesinteractivas.org/?p=2052
This document discusses the labor market participation of young people in Europe. It notes that youth unemployment has risen significantly since the economic crisis, with only 34% of young people employed in 2011, the lowest figure on record. While youth are an important asset, many European countries currently struggle to integrate young people into education and the job market. The crisis has hit young people especially hard, increasing the urgency for policies to improve their labor market participation and engagement.
As conversation starter for Climate Change and Disaster Risk Reduction as well as Environmental Health, komiks can be a very effective instructional material. Thunder Bubuli for example tackles leptospirosis and vector-borne diseases and can also start discussions on natural pest control. Cricketers can start discussions on persistent organic pollutants (POPs) and mutation as well as the importance of insects in the ecosystem. The Komiks Guild of The Philippines is open to collaborations with educational institutions and educational game developers.
Convocatoria: Eventos de Formación eTwinning 2016eTwinning España
Se convocan plazas de asistencia a eventos de formación dentro del marco de la acción eTwinning en los países participantes en el programa, para profesorado de centros públicos y privados que impartan docencia de enseñanzas oficiales no universitarias, para el año 2016.
The document discusses the concept of Domain Driven Security (DDSec), which applies principles from Domain-Driven Design (DDD) to address security concerns. DDSec helps improve security by modeling the problem domain more accurately and defining explicit security-related domain concepts. This approach helps prevent vulnerabilities like SQL injection and cross-site scripting by validating all data according to the domain model. The document provides examples of how DDSec can help secure an online book purchasing system and prevent accidental data leakage. It also discusses challenges in applying DDSec across microservices.
WSUS (Windows Server Update Services) es una herramienta gratuita de Microsoft que automatiza el proceso de gestión de actualizaciones de software. Los servidores WSUS descargan actualizaciones de Microsoft Update y las distribuyen a los clientes de Windows asignados a grupos de destino. Los administradores aprueban qué actualizaciones se instalarán y cuándo. WSUS mejora la gestión de parches y proporciona escalabilidad para la distribución de actualizaciones.
The document provides information on inspecting and servicing various components of the power steering system on a vehicle, including:
- Checking fluid level and for leaks in the power steering system.
- Inspecting the steering wheel for play, neutral position, and turning force.
- Removing and installing the steering wheel.
- Removing and installing the steering column and inspecting it.
- Inspecting the power steering gear and linkage, including checking for proper movement and sliding force.
- Removing and installing the power steering gear.
- Checking the operation of the power steering oil pump.
Las claves para saber cuándo y cómo invertir en una startupStartupxplore
¿Cuál es el mejor momento para entrar en una ronda? ¿cómo tener un buen dealflow? ¿cómo puedo invertir en una startup con business angels de experiencia? ¿qué factores debemos tener en cuenta para evaluar una oportunidad? ¿cómo calcular una valoración? ¿qué cláusulas hay que negociar en el pacto de socios? Aspectos claves en esta presentación de Startupxplore, la comunidad líder en España que conecta a inversores y startups a través de la coinversión liderada: http://sxplr.do/rondas-coinversion-liderada
The document discusses the formation and operations of the Euro-Diagnostica Group, a company focused on diagnosing and monitoring specific diseases like autoimmune disorders and rheumatology. Euro-Diagnostica was established in 1992 through the merger of several diagnostic companies. In 2004 it acquired Wieslab AB, adding expertise in protein chemistry and ANCA tests. Euro-Diagnostica/Wieslab has facilities in Sweden and the Netherlands with a worldwide distribution network. The company specializes in developing diagnostic tests for conditions like ANCA-associated vasculitis and rheumatoid arthritis.
Este documento describe un estudio que analiza la técnica del remate en voleibol mediante el uso de un sistema de captura de movimiento, comparando jugadoras sénior con cadetes. El estudio encontró diferencias significativas entre los dos grupos en variables como el tiempo de vuelo, la velocidad de salida del balón, y los ángulos y rangos de movimiento del brazo. Los autores concluyen que el análisis biomecánico puede ayudar a los entrenadores a mejorar el rendimiento identificando parámetros deficitarios en jugador
Este documento presenta las letras del abecedario español y las sílabas que se forman con las vocales y consonantes. Explica las vocales y sus sílabas correspondientes con diferentes palabras de ejemplo. Luego presenta las consonantes y las sílabas que se forman con cada una combinada con las vocales. El objetivo es enseñar a los niños las letras y las sílabas del idioma español de forma lúdica y visual.
1) El documento presenta un cuaderno de trabajo para estudiantes del séptimo semestre que refleja de forma sencilla y práctica los objetivos básicos del programa de Matemáticas. 2) Agradece la colaboración de profesores en revisar y mejorar el cuaderno, y dedica el trabajo a su esposa e hijos y a sus alumnos. 3) El contenido incluye conceptos sobre conjuntos, sistemas de numeración, números naturales, enteros y racionales.
El documento describe las briófitas, un grupo de plantas no vasculares que incluye musgos, hepáticas y antoceras. Discuten las tres divisiones de briófitas, sus características como plantas terrestres primitivas, y su ciclo de vida que incluye gametófitos y esporófitos. También proporciona detalles sobre las características específicas de musgos, hepáticas y antoceras.
The document discusses the stages of a network attack from an attacker's perspective. It describes how attackers first perform reconnaissance to gather information about a target network such as open ports, services and vulnerabilities. It then discusses how attackers use this information to directly attack systems using exploits or malware. Finally, it mentions how attackers aim to maintain access and cover their tracks after gaining entry. The goal is to provide an overview of the attack process and challenges for network defense.
This document provides a summary of resources for hiring in the media industry, including job descriptions, interview questions, letters, and other resources. It includes templates for 16 common media jobs such as art director, graphic designer, photographer, and video editor. The document also provides tips for hiring media professionals and a case study on how Hubspot has successfully hired journalists. Overall, the document is a comprehensive guide for anyone looking to hire for various roles in the media industry.
How PR Can Help You To Win More BusinessSara Paine
This document provides an overview of public relations (PR) and how it can help businesses. It discusses that PR can help increase awareness, change attitudes, and project a positive image to ultimately help drive sales. While PR cannot directly increase sales, it can generate goodwill, interest, and awareness which can help businesses through the marketing funnel. The document also outlines seven key things to know about PR, including that it is not a quick fix, can be difficult to measure, and will rarely get businesses direct front page coverage. It concludes by discussing different levels of PR support a business may need.
Not too long ago, working in the PR department primarily meant shaping the way clients are covered by the press. Developing relationships with members of the media, promoting client messages through press coverage, and ultimately building brand identity for clients—all through the media. Sure, my work somewhat overlapped with that of the marketing department, but for the most part, my experiences were so that the activities of the PR department were pretty distinct from those of the marketing team.
Seven ways pr professionals can craft successful pitches to journalistsRachael Hesling
Public relations has only grown more complicated in the Internet era. PR representatives are expected to do everything from running a client’s Twitter account to creating viral videos. However, despite all these advances, one bedeviling issue remains: helping clients get coverage in the media. Whether you’re trying to get a tech blog to cover a startup's new gadget or looking to have a nonprofit's founder profiled in a glossy print magazine, attempting to reach the public through the press can be difficult. Luckily, you can employ a few of the following strategies to successfully pitch stories to journalists.
Integrating PR: How integrated marketing communications can save public relat...Duncan Chapple
Sheffield University Management School is a triple-accredited business school with a world-class reputation for high quality teaching, ground-breaking research and cutting-edge thinking. Part of Britain's elite Russell Group of research-driven universities, it runs one of the few MBA programmes to involve a compulsory semester-long course on Integrated Marketing Communications. This 2006 presentation was given to MBA students at the school to outline the opportunities for public relations, the obstacles preventing PR from meeting its potential, and the solutions for both PR as a function, and for MBAs looking to move up in the industry.
Content Marketing - a great opportunity for journalists.Tom Musbach
Presentation from Susan Johnston, freelance journalist, and Tom Musbach, director of content marketing at Pearl.com, given to journalists at the NLGJA convention in Boston, Aug. 24, 2013.
How To Build the Perfect Content Team: a Look at Content Companies by Tom Cri...We Are Marketing
This document profiles a digital marketing expert with 10 years of experience in SEO, content marketing, and digital strategy. They have helped both large media clients like The New York Times as well as startups. Currently, they run their own boutique digital strategy consulting practice and are interested in chatting with others about content-related work.
Native advertising takes many forms but typically aims to blend paid advertising with a publication's existing editorial content and design. It seeks to combat banner blindness by making ads feel less interruptive and more engaging for users. The growth of mobile devices and audience fragmentation have increased demand for native ad formats that integrate seamlessly into users' content streams. Major players in native advertising provide sponsored content, in-feed ads, and recommendation widgets that match publications' styles.
PR and Paid Media: Navigating the Blurred LinesDavid Griner
Today's PR pros need to be aware of how earned media, paid media and owned media overlap. In this presentation, a veteran digital marketer and journalist looks at the new reality of managing PR, advertising and social media through collaboration.
What Do Journalists Want: New Rules of Media Relations in the Digital EraCommPRO.biz
- A survey of over 2,400 journalists found that most now see social media as an acceptable channel for communication with PR professionals and a way to field story pitches. However, journalists still prefer email for receiving pitches and press releases.
- Panelists advised that PR professionals should personalize all communication with journalists, focus on addressing reader pain points in pitches, and use social media to familiarize themselves with a journalist's work before contacting them directly with story ideas. Journalists also want the essential details like the 5Ws included in press releases.
The Role Of Brand Journalism In PR
Are you wondering what brand journalism is, and what makes it worth the investment? Done well and done consistently, brand journalism will:
Generate goodwill, trust and positive brand value as customers come to you are your platforms again and again for information and insight
Educate and build brand awareness by taking a lead role in your sector and establishing your company as a thought leader.
When shared and optimized it will build a community for your brand and a community that will become your advocates and your company’s champions
To find out more about brand journalism and how it can benefit your business, read our eBook. It will help you understand:
the concept of brand journalism
its place in, and implications for, the wider industry
what good practice looks like
its role in PR
what you need to do it well
This document discusses how companies are increasingly adopting journalistic approaches to content marketing. It notes that many large companies are directly hiring journalists and reporters. The reasons for this include the changing media landscape where traditional journalism jobs are declining, and the need for businesses to build relationships with subscribers through high-quality content. The document discusses how brand journalism can help companies attract and engage audiences while addressing common content marketing challenges. It provides examples of how some companies like Raytheon are successfully using journalistic approaches. Overall, the document advocates that hiring brand journalists can help companies tell compelling stories that educate and inform readers.
Custom Publishing Presentation for Publishers - American Business Media MeetingJoe Pulizzi
Presentation from Joe Pulizzi given at the ABM Entrepreneur's meeting in Chicago in February on how small publishers need to look at and sell custom publishing services for marketers, and the trends going on in the custom content area.
What is Content Marketing? (For The Effective Content Marketer) Shana Pilewski
Content marketing has become the preferred strategy to attract consumers and build long-term customer relationships. This crucial and informative white paper demystifies content marketing so that more marketers, like you, can more easily benefit from the content marketing opportunity.
Join our Content Marketing Newsletter for weekly insights, industry news, best practices and tips: http://eepurl.com/VDUEn
This document discusses various content marketing tactics and how they were ranked based on surveys of marketers. It provides details on the top 10 tactics as determined by the surveys, including blogs, eNewsletters, white papers, articles, eBooks, case studies, testimonials, and microblogging (Twitter). For each tactic, it gives a brief definition and 3 key points about how to effectively utilize that tactic. It also discusses findings from a recent B2B Content Marketing report regarding usage and perceived effectiveness of different tactics according to survey respondents. The document aims to help marketers determine the best content strategies and tactics for their needs.
This document discusses various content marketing tactics and how they were ranked based on surveys of marketers. It provides details on the top 10 tactics as determined by the surveys, including blogs, eNewsletters, white papers, articles, eBooks, case studies, testimonials, and microblogging (Twitter). For each tactic, it gives a brief definition and 3 key points about how to effectively utilize that tactic. It also discusses findings from a recent B2B Content Marketing report regarding usage and perceived effectiveness of different tactics according to survey respondents. The document aims to help marketers determine the best content strategies and tactics for their needs.
This document discusses various content marketing tactics and how they were ranked based on surveys of marketers. It provides details on the top 10 tactics as determined by the surveys, including blogs, eNewsletters, white papers, articles, eBooks, case studies, testimonials, and microblogging (Twitter). For each tactic, it gives a brief definition and 3 key points about how to effectively utilize that tactic. It also discusses findings from a recent B2B Content Marketing report regarding usage and perceived effectiveness of different tactics according to survey respondents. The document aims to help marketers determine the best content strategies and tactics for their needs.
Similar to cc-dwpub-brandjournalists-report (1) (20)
2. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 2
Executive summary
When brands become publishers they face a number of
challenges and one of the biggest is producing enough
quality content. In an increasingly crowded world of content,
standing out through quality is important.
That’s why Collective Content and DWPub undertook this
crucial research. Quality content depends on getting access
to the right people – and that can be hard if public relations
(PR) professionals ignore your calls, emails, tweets and more.
We surveyed 174 PRs at the end of 2014 and start of this year
and asked them how they interact – if at all – with so-called
‘brand journalists’.
For one thing, as seen in Part 2 of our report, the term ‘brand journalist’ is contentious. We and many
of those we questioned would contend that a journalist means being independent. Brand journalists –
perhaps a better name would be brand content creators – can be many good things but independent
is rarely one of them.
Our research found that PR professionals understood the terms ‘content marketing’ and ‘brand
publication’. PRs were less comfortable with ‘brand journalist’ and positively troubled by ‘native
advertising’, something relatively new undertaken by online publications.
Working relationship?
We found the issue of brand journalists to be a polarising one when we asked PRs about their
interactions and the way they treat them.
A significant proportion of PRs say they work with brand journalists the same way as they do with
traditional journalists. A significant proportion also don’t, while the question about whether brand
journalists would ever be treated on a par with traditional journalists caused an almost even split across
our survey sample.
Why is this such a polarising issue? And what will it mean to the brands hiring professional writers and
other creatives?
Conflict
While there were several reasons for PRs to be less inclined to work with brand journalists (see Part 3),
the overriding reason was conflict of interest. Over half mentioned that or the very similar reason “Goals
of those paying for the content”.
Respondents told us:
• “Brand journalists are not journalists. They are publicists (albeit with great writing skills).”
• “Editorial independence will always add greater value.”
Depressing reading for brands hiring all these writers, right? Well, maybe not.
There were positive comments about being more open to this brave new world of content creation.
This wasn’t just about PR self-interest in a world of fewer traditional journalists to work with in many
sectors. It’s about audiences and quality content.
“Brand journalists
– perhaps a better
name would be brand
content creators – can
be many good things
but independent is
rarely one of them.”
3. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 3
Brand value
Ultimately, brands that realise the value of quality
content as a way to engage with and win/retain
customers will keep on investing in branded
content and those who create it. On one hand they
can hope that the means to generate this content
isn’t made harder by PRs who are suspicious.
But it might not be about hoping. Remember the
same brands that hire an in-house team or agency
to create content usually have an equivalent set-
up for PR. In that respect, we’d expect this final
comment to become less common:
• “Proving the value of participating in other firms’ activity to clients is hard… even to those who are
currently engaged in their own branded content campaigns!”
Methodology
We surveyed 204 respondents from the DWPub database over 60 days at the end of 2014 and start of
2015. Of these, 174 were in PR, split 90:10 between agency and in-house roles. The other 30 respondents
were mainly journalists and other miscellaneous respondents. The focus of this report is on the PR
community in the UK.
“Ultimately, brands that
realise the value of quality
content as a way to engage
with and win/retain
customers will keep on
investing in branded content
and those who create it.”
4. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 4
Contents
Introduction .......................................................................................................................................................................................................................... 5
Part 1: How PRs work with brand journalists .......................................................................................................................................... 7
Part 2: Defining some terms .................................................................................................................................................................................. 10
Part 3: Reasons for the PR split – and why it matters to PRs, brands and content creation ........................ 12
Part 4: The future ............................................................................................................................................................................................................. 14
5. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 5
Introduction
Content marketing and related disciplines such as native
advertising – we’ll get to definitions in a moment – are on
the rise1
. But as brands try to become credible publishers in
their own right, often bypassing the traditional media they’ve
worked with for decades as both advertisers and influencers,
there is a big problem. That problem is quality.
For every media owner, there might easily be a thousand
brand publishers now up and running. That’s a lot of content
and not much of it is what we would call media-grade.
So how do the best providers ensure they produce this
quality, media-grade content? One answer is to speak to those they write about and other expert
commentators. To seek opinions, check facts, find interesting angles.
In short, those creating for brands must act like journalists. In some cases, brands reach out and hire
current or former journalists to accomplish this. In others, they must ape the best processes editorial
teams have developed over the years: for example, by creating brand newsrooms.
This report examines how brand journalists work with public relations (PR) professionals, one of the key
routes to quality content.
For the record, we don’t like the term ‘brand journalist’ – something like ‘brand content creator’ is
preferable and is used at times in this report – but it is what the market and many of those we surveyed
are using. See our box out on page 7 for more on this naming issue.
We surveyed 174 PRs in the UK in December 2014 and January 2015, asking them about their comfort
levels with terms such as ‘content marketing’ and ‘native advertising’, as well as phrases such as ‘brand
journalist’ and ‘brand publication’. We then asked about current and future relationships with this type
of content creator and about what were the biggest barriers to non-journalists generating high quality
output.
Why is this research important?
This report is essential reading for both PRs and brands.
PRs
PRs must always be keenly aware of the activity that best serves their clients or employer. Sometimes that
means being reactive, sometimes proactive. Sometimes the ‘p’ in PR is about public relations, very often it
is more press relations. However, we’re at an inflection point.
Over the past decade, analogue pounds have been swapped for digital pennies. While publications and
outlets have added profits from online channels, most have seen revenues overall suffer. Newsrooms
have shrunk. Freelance budgets have declined. There is a smaller universe of professional journalists for
PRs to work with2
.
“For the record, we
don’t like the term
‘brand journalist’ –
something like ‘brand
content creator’ is
preferable.”
1
70 per cent of B2B marketers are creating more content now than a year ago. Source: Content Marketing Institute 2015 B2B benchmarking survey
2
Definitive figures are almost impossible to source but studies in the US point to an overall global decline in the number of professional journalists. Other studies (NCTJ) suggest
the number has remained stable for the last decade or that there may now even be too many staff journalists for the number of publications.
6. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 6
In short, this has meant the ranks of the professional media have declined (note, this doesn’t include
bloggers and others who don’t make a living from their work) while the number of those hired to produce
content for brands, often via agencies, has grown. Often, it’s the same people making the move from one
paymaster to another.
So what will this new world mean for PRs? This report goes some way to answering that question.
Brands
On the flip side to this change in the PR-journalist dynamic, as implied above there are now many more
people who can work with PRs. They’re just not all journalists.
Brands have gone out and hired these people, many of whom bring years of journalism and editorial
experience, as well as others who are marketers by background, often skilled copywriters, videographers
and more.
There is perhaps a once-in-a-lifetime chance for brands
and agencies to snap up some of the best editorial
talent, across every subject. These professionals,
understandably, will often still want to work their
sources, to look for the most engaging, exclusive
angles. Most still want to work with PRs.
For brands, this report will look at the challenges their
swelling ranks of creators will face, as they seek to
produce media-grade content.
Whether a PR or brand marketer or someone else in
this brave new world of content, we hope you find the
following results as fascinating as we did.
We’d welcome the chance of an informal follow-up chat.
“Brands have gone out
and hired these people,
many of whom bring
years of journalism and
editorial experience, as
well as others who are
marketers by background,
often skilled copywriters,
videographers and more.”
Tony Hallett
Collective Content
@ColContent
tony.hallett@collectivecontent.co.uk
Daryl Willcox
DWPub
@dwpub
daryl@dwpub.com
7. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 7
Part 1: How PRs work with brand journalists
We kicked off our research by asking respondents about
comprehension of a number of the terms we hear today.
But we’ll come back to them in Part 2. Instead, let’s get
to how PRs and the growing group of non-traditional
journalists interact – and might do so in the future.
In asking the question that we show answers to in Fig 1.,
the idea was to get an idea of the gene pool. Are brand
journalists already part of the PR universe?
Of those we polled, fully three out of 10 told us they
haven’t had any contact with this group, which was
higher than we expected. For one thing, a common
refrain in our research was PRs saying modern content
marketers are nothing new.
One told us: “Again, a new term appears to have shifted
an old product into the digital age. These contacts/
opportunities were there previously, it was how
important clients believed their audience to be.”
Another told us that years earlier he had “cut his teeth
doing advertorials”. In-flight magazines, long a staple of
most airlines, were cited several times.
Fully two-thirds of respondents have in the past been
contacted by brand journalists, working for a company
or even a non-commercial organisation such as a
government.
Three per cent weren’t sure.
‘Brand journalist’?
We used this term throughout our
research. That’s because it is commonly
used and understood – by PRs, brands
and indeed some individuals who do a
certain type of content-centric work.
But is it the best term?
To us, a journalist only comes with the
independence of a traditional media
entity (whether as a staffer or freelance).
Even then, commercial and state-funded
media can be dogged by claims of bias.
And increasingly those who work as
reporters and editors – not having signed
up to work in a one of dozens of new
content ‘studios’ or ‘labs’ – are being
told they must balance traditional and
commercial content creation, with all the
problems that throws up3
.
But a remit to take strong, sometimes
harmful positions on the activities
of organisations (who might well be
advertisers – biting the hand that feeds
you, as it were) is central to most
western media.
We acknowledge that some readers here
will strongly dislike ‘brand journalist’ for
the above reasons.
“A common refrain
in our research was
PRs saying modern
content marketers are
nothing new.”
Don’t know
No
Yes
3%
30%
67%
Fig 1. Have you ever been contacted by someone creating
content on behalf of a regular organisation – e.g. a
company or government department – rather than
print/online/broadcast media?
3
At the time of writing, the latest case of this happening involved Condé Nast.
8. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 8
Equal treatment?
Next came a big question: Do PRs, in practice, discriminate
between journalists and non-journalists? The implication was
that journalists get better levels of engagement, though of
course the question left room for it to be the other way around.
The Fig 2. pie chart very clearly shows an even split between
those who treat the new breed of content creator the same
way as traditional journalists versus those who don’t. There’s
a big slice of ‘Don’t know’ (19.4 per cent) then an almost equal
split between treating these enquiries/people the same and
not – 39.4 per cent do, 41.2 per cent don’t.
The stark split shown here was the biggest theme of this report, in terms of PRs, and in Part 3 we share
some of the comments our sample made, giving reasons on both sides.
Second-class content?
Our next questions and answers, in Fig 3.,
were meant to flesh out the kind of activity
that takes place with non-traditional enquiries.
To what extent are brand journalists treated
the same way as traditional journalists? (The
previous Q/A was more an opinion – this was
based more on hard facts.)
If PRs were to tell us about their experiences
only with traditional journalists, we’d expect
the following columns all to hit 100 per cent.
In Fig 3., we have only included answers
for those who say they do deal with brand
journalists (the ‘Yes’ group in Fig 1.). Even with that smaller group of 116 as our sample base, high-touch
activity such as briefings and especially press trips still come out as more the preserve of regular media.
Basics such as checking placing of quotes and checking individuals’ credentials are commonplace.
“High-touch activity
such as briefings and
especially press trips
still come out as
more the preserve of
regular media.”
Don’t know
No
Yes
Fig 2. Do you treat these enquiries in the same way as you would
when contacted by media?
93%
39%
35%
21%
13%
10%
Checked the
destination of any
quotations of other
information
(including
circulationof a brand
publication,
traffic of webiste,
app...)
Checked their
credentials
(hold a press card,
NUJ member, past
bylines, other places
where their
commissions
appear)
Given access
to events
e.g. conferences
Invited to client
briefings
Other
(please specify)
Included in
paid-for trips
Fig 3. Which of the following have you done in relation to working with brand content creators? (Multiple answers allowed)
9. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 9
Do we have a future together?
The last question on this subject was a big one, ideally giving us a snapshot of the world as it is and giving
us an idea of how things are changing. Again, we’d argue, it shows a PR community split in half.
In Fig 4., first look at the extremes. In answer to
the question ‘When do you think brand content
creators will be treated on a par with traditional
journalists?’ just 17 per cent replied ‘They are now’.
Compare that with the 42 per cent who replied
‘Never’.
There are then various degrees of ‘it’s happening’
but we’d argue it isn’t a huge leap to group the
‘Over 3 years’ slice along with the ‘Never’ camp.
Add them together and the ‘No’ camp comes to
52 per cent.
This perfectly illustrates the split down the
middle, showing the expected acceptance of this
growing type of content creator into the PR world.
Within the
next year
They are now
No response
Over 3 years
Never
1-3 year's time
18%
42%
12%
17%
10%
1%
Fig 4. When do you think brand journalists will be treated on a par
with traditional journalists?
10. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 10
Part 2: Defining some terms
We should acknowledge at this point that not all the phrases we’ve used in this report are universally
understood by every reader, nor by every respondent to our survey.
There are several conclusions we might be inclined to draw from Fig 5.
The first is that PRs say they understand ‘content marketing’. Each respondent might have a unique
definition in mind but the point is that they are for the most part comfortable with the term. Even ‘brand
publication’ is considered well understood, as is the lesser-used ‘corporate publishing’.
Also, when we recalculated this same chart using only those who had answered ‘They are now’ in Fig 4.
and then again for those answered ‘Never’ – two extreme groups we might call ‘embracers’ and ‘rejecters’
for short – the understanding of the terms is in favour of those who are more inclusive of brand journalists.
The one exception to this – for which we have no definitive analysis – is the term ‘native advertising’. To
clarify, those PRs who told us they are ‘Never’ likely to treat brand content creators the same as journalists
are more likely to say they understand the term ‘native advertising’.
Could it be they aren’t impressed by that trend, which they feel they understand well, and so lean more
towards more traditional editorial content and journalists?
Back to Fig 5., where we start to see increasing
numbers of ‘No’ and ‘Don’t know’ for ‘brand
journalist’ and especially ‘native advertising’.
That’s the reason we expressed some caveats
about the term ‘brand journalist’ earlier in
this report.
It would seem that just as native advertising, a
big growth area for publishers, is controversial,
content marketing, more broadly, can be too.
For every organisation keenly attuned to best
practice, there are others who don’t disclose
the source of content, who pollute pages
with inaccurate or poor quality content, who
do any number of things a traditional
publisher wouldn’t.
Not sure
No
Yes
Corporate PublishingBrand PublicationBrand JournalistNative AdvertisingContent Marketing
88%
5%
7%
41%
43%
16%
69%
20%
11%
82%
13%
5%
78%
10%
12%
Fig 5. Would you say you understand these terms?
“For every organisation
keenly attuned to best
practice, there are others who
don’t disclose the source of
content, who pollute pages
with inaccurate or poor
quality content, who do any
number of things a traditional
publisher wouldn’t.”
11. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 11
That could also be why a large number of PRs aren’t comfortable with the term ‘brand journalist’. It’s not in
the same league as ‘native advertising’ but worth noting.
The problem with native advertising
Although some of those we polled rightly told us “publications have been doing advertorials forever” (or
words to that effect), there is something a little different about native advertising.
It means publishers placing brand content, often created by some of the brand journalists we’ve referred
to in this report, in the flow of regular content – for example in an online news river or the news pages of
a newspaper. The content is usually clearly labelled as being by and from an advertiser, just as it usually
would be if a microsite, supplement or similar.
But even with disclosure and quality content that doesn’t overly sell an advertiser, PRs aren’t happy. Our
research showed those who are most comfortable with the term tend to be those least likely to deal with
brand journalists. Does that mean PRs are wise to a practice they don’t like and act accordingly?
There seems to be a feeling that much native advertising is trying to hoodwink readers. If that happens
– and it kind of doesn’t matter whether it’s intentional or accidental – brands, publications and even
individual writers can be hurt.
And while most publications use commercial or non-staff writers to create that copy, some publishers are
talking more and more about using their regular editorial teams.
That can be a problem for editors and writers. One respondent told us those in that position – asked to
do something they never signed up to when hired – must “choose between their job and their career”.
Native advertising will remain at best nuanced, at worst damaging.
12. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 12
Part 3: Reasons for the PR split – and why it matters to
PRs, brands and content creation
Last of all, we were interested in the why of all this. Why would brand journalists be treated differently?
Why does that matter?
The overwhelming reason that came out was around conflict of interest. The answer ‘Goals of those
paying for the content’ came out top with 58 per cent of answers – and this question might have implied
both a conflict of interest as well as PRs simply not wanting to fuel other organisations’ marketing. As one
respondent put it: “Proving the value of participating in other firms’ activity to clients is hard... even to those
who are currently engaged in their own branded content campaigns!”
But ‘Conflict of interest’ was also high, at 51 per cent, followed by ‘Lack of details’ (32%) meaning
information such as where a quotation might appear or audience numbers/quality, ‘Lack of creds’ (23%) for
any writer making an enquiry and ‘Other’ (7%).
Here’s what some of our respondents had to say about conflict of interest, including the term ‘brand
journalist’:
• “Are they really journalists? I’m not convinced they are on that side of the divide... maybe I still don’t
understand the term?”
• “Brand journalists are not journalists. They are publicists (albeit with great writing skills!).”
• “Depends on titles - for example, Grand Designs could technically be seen as a brand publication, yet
we treat it in the same way as any other magazine - because its readers do too.”
• “Our clients don’t necessarily take it seriously and too often there is a conflict of interest or the editorial
is overly biased. But hopefully with the rise in quality of content as a discipline this will change.”
• “Editorial independence will always add greater value.”
OtherConflict of
interest
Goals of those
paying for
the content
Lack of detailsLack of creds
23%
58%
32%
51%
7%
Fig 6. Which of the following reasons might cause you to treat brand journalists differently to traditional journalists?
“In my experience of responding to requests from brand
journalists, they are highly qualified, experienced and
respected print journalists, who have taken on brand
journalism because it offers a higher income than traditional
editorial roles.”
13. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 13
But there were an equal number of more positive comments:
• “Brand journalism is nothing new. Professional services firms have been doing it for 20-plus years and
are head and shoulders over most consumer brands. If a trusted brand, it is a terrific way to engage with
clients/customers. But if not done well it can be equally damaging.”
• “I expect more professionalism from brand journalists than I do of regular journalists - eg keeping to
deadlines, being responsive.”
• “I think we should be open to them; times are changing and we need to embrace this.”
• “In my experience of responding to requests from brand journalists, they are highly qualified,
experienced and respected print journalists, who have taken on brand journalism because it offers a
higher income than traditional editorial roles.”
14. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 14
Part 4: The future
Our research has shown a split, almost down the middle, in how PRs deal with a mostly new group of
content creators. They’ve been referred to in this report as ‘brand journalists’ but we’d rather just see them
called ‘brand content creators’.
This is important for brands using PR – given how the new group is expanding at the same time as
traditional journalist numbers decline (not in every country nor every sector, we should add).
The PRs we asked rightly question the independence of brand journalists, given how their work is for a
single paymaster, usually one with obvious commercial goals.
At the same time, others spoke of their positive experiences, often with ex or current journalists doing this
kind of work. And almost a third – we were surprised to learn – told us they’d never had any contact with
them. We bet that will change.
For brands trying to create media-grade content, in
competition with traditional content sources, this report
might also be equal parts worrying and encouraging.
In many categories, quality content will be all the more
possible when engaging established and savvy PR pros.
But what if half those PRs think less of the people you’re
paying to create your content?
That’s what our research revealed and it is an important
challenge to overcome. Brands will have increasingly
deep pockets for this kind of activity and quality will
improve over time but there is work to be done to
convince PRs and the world more generally that brand
content is valuable and worth consuming.
We’ll leave you with perhaps one of the most balanced and interesting comments we heard:
[Brand journalists] will never be the same as [traditional] journalists because they are not
independent news sources. However, they have a role to play providing genuinely interesting
and insightful content about their industries. Having access to key experts in specific sectors
andmoretimethanjournalistsmeanstheycanprovidemoreinsightfulcontent.Tobesuccessful
theywillneed to produce something different to traditionaljournalists,which draws people in.
If they get this right they could be very beneficial to both the media industry and their clients.
“In many categories,
quality content will be all
the more possible when
engaging established
and savvy PR pros. But
what if half those PRs
think less of the people
you’re paying to create
your content?”
15. PR’s love-hate relationship with ‘brand journalists’– and why it matters | 15
Collective Content is a content marketing agency. Our network of writers, designers and
videographers produces media-grade content, so companies can have better conversations
with their customers.
DWPub provides tools to help PRs and journalists to connect, collaborate and tell stories more
effectively every day, including the ResponseSource Enquiry Service and FeaturesExec Media
Database.
Methodology
We surveyed 204 respondents from the DWPub database over 60 days at the end of 2014 and start of
2015. Of these, 174 were in PR, split 90:10 between agency and in-house roles. The other 30 respondents
were mainly journalists and other miscellaneous respondents. The focus of this report is on the PR
community in the UK.