SlideShare a Scribd company logo
www.smartwords.eu
www.smartwords.eu2/29
Journalism Marketing communication
Proactive search for information
Information selected and provided by the
brand
Corroborate information from various
sources
One single source: the brand
Inform the public Seduce an audience
Editorial independence Content in the service of the brand
www.smartwords.eu3/29
www.smartwords.eu4/29
There’s always something
happening at a company. A
journalist will detect events and
turn them into topics, with the
angle best suited to your
targets.
www.smartwords.eu5/29
Be it within the company or
outside, the journalist will
find people with exciting
stories.
www.smartwords.eu6/29
Who better than a journalist
excels in interviewing people?
He/she will ask your customers,
employees or just ordinary
people questions relevant to
your field of business.
www.smartwords.eu7/29
Customer and prospects do not care
about marketing arguments: they are
thrilled by a good story. Good news!
Telling stories is what a journalist
does best!
www.smartwords.eu8/29
www.smartwords.eu9/29
Is your reader or the watcher of
your video interested, surprised,
amazed? Bingo! In his mind, the
few minutes spent with your
brand will be associated to a
good experience.
www.smartwords.eu10/29
With your content , your
customer or prospect will better
understand the latest trends on
the market and/or your area of
business. He will not miss a
significant evolution or
revolution. He will owe you a big
thank you for that!
www.smartwords.eu11/29
www.smartwords.eu12/29
Your prospect will get an “insider view” of
situations faced by a manager, a marketing
representative, a team leader… And all of
this, in your brand’s universe!
When it will be his turn to make a purchasing
decision or ask for expert advice, who do you think
he will turn to?
www.smartwords.eu13/29
www.smartwords.eu14/29
• Throw the light on your
clients, your team
members, or external
“heroes” (sportsmen,
experts…) in connection to
your brand universe.
• They will be thankful for you to recognize them.
www.smartwords.eu15/29
• By publishing documented
and exciting content on a
regular basis, you invigorate
your brand’s legitimacy.
• You build a loyal audience of
qualified prospects, one
piece of content at a time.
www.smartwords.eu16/29
• Your content help you bypass your prospects’
reluctance towards “marketing” or “ads”.
• Once trust is gained, you can transform it into sales,
influence, better relationships, etc.
www.smartwords.eu17/29
www.smartwords.eu18/29
• “As a journalist, I won’t stoop
to that.”
• “I am a real journalist, not a
brand journalist.”
• “My skills can be better
used!”
www.smartwords.eu19/29
Just like any journalist, the brand journalist searches
information, combines and compares various sources,
carries out interviews, picks an angle, builds a story…
www.smartwords.eu20/29
A brand journalist must abide by journalism ethos.
Otherwise, his/her stories will ring hollow, and it will not
work.
– He must look for the truth and tell it (e.g. : he won’t hide
issues raised by a new technology);
– He must provide a nuanced and subtle view of reality.
www.smartwords.eu21/29
• He is paid by a customer (be it a company, an
institution, a government, a non-profit
organization…) .
• This customer expects that the produced content will
help him reach his goals.
• It is unlikely that the journalist will make a harsh
criticism of his customer!
www.smartwords.eu22/29
www.smartwords.eu23/29
www.smartwords.eu24/29
• It does not confuse brand
journalism for advertising;
• It makes for good conditions
(information, contacts, time for
interviews…);
• It accepts that the journalist will
not sweep the dust under the
rug.
www.smartwords.eu25/29
• He/she understands his/her role
and its constraints.
• He has the courage to make his job
even if his customer drags their
feet.
• If the customer really does not play
the game, it’s best for the journalist
to move on.
www.smartwords.eu26/29
www.smartwords.eu27/29
• It requires a high sense of
responsibility of both the journalist
and the brand.
• It nurtures trust between the brand
and its targets.
• This trust will then breed the brand’s
commercial and relational
successes!
www.smartwords.eu28/29
Crédit photo : Alosh Bennett
• Download a printer-ready version of this presentation:
•Rate this presentation and help us keep improving!
Rate it
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What brand journalism can do for your company

  • 3. Journalism Marketing communication Proactive search for information Information selected and provided by the brand Corroborate information from various sources One single source: the brand Inform the public Seduce an audience Editorial independence Content in the service of the brand www.smartwords.eu3/29
  • 5. There’s always something happening at a company. A journalist will detect events and turn them into topics, with the angle best suited to your targets. www.smartwords.eu5/29
  • 6. Be it within the company or outside, the journalist will find people with exciting stories. www.smartwords.eu6/29
  • 7. Who better than a journalist excels in interviewing people? He/she will ask your customers, employees or just ordinary people questions relevant to your field of business. www.smartwords.eu7/29
  • 8. Customer and prospects do not care about marketing arguments: they are thrilled by a good story. Good news! Telling stories is what a journalist does best! www.smartwords.eu8/29
  • 10. Is your reader or the watcher of your video interested, surprised, amazed? Bingo! In his mind, the few minutes spent with your brand will be associated to a good experience. www.smartwords.eu10/29
  • 11. With your content , your customer or prospect will better understand the latest trends on the market and/or your area of business. He will not miss a significant evolution or revolution. He will owe you a big thank you for that! www.smartwords.eu11/29
  • 12. www.smartwords.eu12/29 Your prospect will get an “insider view” of situations faced by a manager, a marketing representative, a team leader… And all of this, in your brand’s universe! When it will be his turn to make a purchasing decision or ask for expert advice, who do you think he will turn to?
  • 15. • Throw the light on your clients, your team members, or external “heroes” (sportsmen, experts…) in connection to your brand universe. • They will be thankful for you to recognize them. www.smartwords.eu15/29
  • 16. • By publishing documented and exciting content on a regular basis, you invigorate your brand’s legitimacy. • You build a loyal audience of qualified prospects, one piece of content at a time. www.smartwords.eu16/29
  • 17. • Your content help you bypass your prospects’ reluctance towards “marketing” or “ads”. • Once trust is gained, you can transform it into sales, influence, better relationships, etc. www.smartwords.eu17/29
  • 19. • “As a journalist, I won’t stoop to that.” • “I am a real journalist, not a brand journalist.” • “My skills can be better used!” www.smartwords.eu19/29
  • 20. Just like any journalist, the brand journalist searches information, combines and compares various sources, carries out interviews, picks an angle, builds a story… www.smartwords.eu20/29
  • 21. A brand journalist must abide by journalism ethos. Otherwise, his/her stories will ring hollow, and it will not work. – He must look for the truth and tell it (e.g. : he won’t hide issues raised by a new technology); – He must provide a nuanced and subtle view of reality. www.smartwords.eu21/29
  • 22. • He is paid by a customer (be it a company, an institution, a government, a non-profit organization…) . • This customer expects that the produced content will help him reach his goals. • It is unlikely that the journalist will make a harsh criticism of his customer! www.smartwords.eu22/29
  • 25. • It does not confuse brand journalism for advertising; • It makes for good conditions (information, contacts, time for interviews…); • It accepts that the journalist will not sweep the dust under the rug. www.smartwords.eu25/29
  • 26. • He/she understands his/her role and its constraints. • He has the courage to make his job even if his customer drags their feet. • If the customer really does not play the game, it’s best for the journalist to move on. www.smartwords.eu26/29
  • 28. • It requires a high sense of responsibility of both the journalist and the brand. • It nurtures trust between the brand and its targets. • This trust will then breed the brand’s commercial and relational successes! www.smartwords.eu28/29 Crédit photo : Alosh Bennett
  • 29. • Download a printer-ready version of this presentation: •Rate this presentation and help us keep improving! Rate it www.smartwords.eu29/29 CLICK!