Pete Grant, planner, GOOD Agency Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Brand Journalism
Why charities should be more like publishers
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@goodagencyldn
Pete Grant, Planner

2. Page 2/26Good Bites
Brand Journalism
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GOOD Agency
Why we exist
We believe in a thriving,
sustainable and fair world.
Our clients believe this too.
By helping them prosper
through positive impact,
we’re working to make
that happen.
CHARITYBUSINESS
Social
Purpose
INSTITUTIONS

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GOOD Agency
how we do it
We build belief
Belief brings support, loyalty and advocacy. It’s resilient, enduring, powerful.
By connecting brands to human emotions and values, we build belief. For
charities and institutions committed to making a difference.
For businesses that have a purpose beyond profit.
We build brands that are good for business and good for society. Brands
worth believing in.
INTENT
EMOTIONAL
CONNECTION
IMPACT+ +

4. If a beer can tell a good story on social
imagine what a charity could do
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Fosters Lager: Helluva Tour
- 17,000 miles from Britain to Australia.
- 10 episodes, 4OD partnership
- 12.6m Facebook views

5. If Upworthy can become the fastest growing media outlet ever
imagine what a charity could do
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- 0 to 8.7m unique monthly views in the first 6 months
- 200m monthly views on Facebook in Jan 2016
- 9 permanent editorial staff

6. If Humans Of New York can storm to success
imagine what a charity could do
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- 16.9m Facebook followers
- 4.9m Instagram followers

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Being journalistic on social
“90% of CMOs surveyed believe their brand needs to set
up a publishing function to grow.”
Forbes
“35% of online news outlets report brands becoming
publishers as the biggest threat to their existence.”
The Drum

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Brand Journalism
Larry Light, CMO, McDonalds
“No one communication
can tell the whole story”
“Think about Journalism.
Journalism is the collection and
communication of news, events
and happenings. Journalism
provides order to otherwise
unconnected events. Journalism
informs, entertains and persuades.”
“A content stream approach”

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“I’m lovin’ it”
Freedom within a Framework

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Marks of Brand Journalism
an editorial style and point of view
“For Better Mental Health”
“We won’t live with
poverty”

11. Page 11/26Good Bites
Brand Journalism
BRAND PURPOSE
Marks of Brand Journalism
an editorial plan
ENGAGEMENT PROPOSITION
VERBAL AND VISUAL IDENTITY
CONTENT PILLARS
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LIFE
STORIES
BREAKING
NEWS
TAKE
ACTION
HAVE
YOUR SAY
Mon 02 May Sun 29 May

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Marks of Brand Journalism
an internal newsroom structure
SOCIAL
TEAM

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Marks of Brand Journalism
an internal newsroom structure
SOCIAL
TEAM
SOCIAL
TEAM

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Marks of Brand Journalism
a focus on video content
- +360% increase in video posts in Facebook’s
timeline in 2014.
- More video now uploaded direct to Facebook
than YouTube.
- Facebook’s algorithm gives roughly +135%
higher reach to video than images.
- Buzzfeed Video goes from 0 to 1 billion views a
month in two and a half years.
- Buzzfeed see +100% growth in unique views
MOM in Jan 2015.

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Hope For Paws (US)
#5 YouTube animal channel
- 849k YouTube Subscribers
- 1.1m Facebook fans

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Canal & River Trust
Humans Of The Waterways
Larry Light, CMO, McDonalds

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Four top tips From the newsroom
We spoke to TV, print and online journalists

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Tip #1
“You need someone to champion
the article or post’s quality -
not the internal priorities”
“You can’t be a puppet being told
what to write”
“You never write a story because
you’ve been told to”

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Use an editor to champion quality
“I say to people I’m writing about -
I can’t promise every point will make
it through my editor”

20. A Newsroom Structure
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REPORTERS
NEWS
EDITOR
EDITORIAL
MEETINGS
OUTPUT
EDITOR
Newswires
Long term
Vision and Output
Pitch
Ideas
Creative
Quality
Press
Releases
Twitter

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“We only post stories with a case study
otherwise it’s just not believable”
“If there’s one thing I’d say to charities…”
“When people talk with honesty and
open-ness about their
experience, there’s nothing
more compelling”
“Quotes are your friend”
Tip #2
Put human stories first

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“There’s two types of story…”
1. A considered opinion piece.
A point of view. This takes a
while.
2. It’s happening right now! Get
a few words out quick. Ride
the hype. Often these get the
most clicks.
Tip #3
think fast and slow

23. “What are you interested in?”
“What would you share on Facebook?”
It has to be…
• Funny
• Shocking
• Unusual
• Relatable
• Original
It can never be…
• Too niche
• Too local
• Uninteresting
• Predictable
• Done before
Tip #3
Don’t Stop Being A Real Person
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Our Journalistic Approach To
Cancer Research Uk’s Race For Life

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Our Journalistic Approach To
Cancer Research Uk’s Race For Life

26. GOOD Agency
Thank you for your time
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GOOD AGENCY
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