Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
THE COMMUNICATION REVOLUTION
How Denver Water uses brand journalism to
reach water users and feed the media beast
What’s on tap?
2
• Old vs. new communication
• Our business case for brand journalism
• How it works
• Examples!
• Take-ho...
OLD VS. NEW
News cycle
3
4
What’s changed (24/7/365 )
5
2:30 a.m.
4th of July
Communicating in public
6
9 p.m. until 3 p.m.
the next day
OUR BUSINESS CASE FOR
BRAND JOURNALISM
Staying at the forefront
7
Not a lot of time
8
“You know
my attention
span is longer
than yours,
right?”
Why change the way we communicate?
9
• Be the trusted source on all things water.
• Showcase our expertise and our people....
HOW IT WORKS
10
News team
11
• Generate stories from around the organization.
• Filter those ideas and decide the best way to report
them....
3/27/201812
Catchy writing & images to drive readers
13
WHERE DOES OUR
CONTENT GO?
14
3/27/2018
WaterNews (customer bill insert)
20
Conduit (employee e-newsletter)
21
Pipeline (employee magazine)
22
EXAMPLES
(always the best part)
23
Creating our own content …
24
25
… results in media coverage
26
Text stories, too!
27
28
Become part of the conversation
29
30
Email to Denver Water:
31
32
33
Find new ways to share old information
34
35
Get creative
37
38
39
40
Try parody & humor
Tips to get your story seen
• Share on all channels
• Include a strong headline, teaser & image
• Paid promotions work
• U...
Questions?
43
Stacy Chesney
stacy.chesney@denverwater.org
denverwaterTAP.org
@DenverWater
How Denver Water Uses Brand Journalism to Reach Water Users and Feed the Media Beast
How Denver Water Uses Brand Journalism to Reach Water Users and Feed the Media Beast
How Denver Water Uses Brand Journalism to Reach Water Users and Feed the Media Beast
How Denver Water Uses Brand Journalism to Reach Water Users and Feed the Media Beast
How Denver Water Uses Brand Journalism to Reach Water Users and Feed the Media Beast
Upcoming SlideShare
Loading in …5
×

0

Share

Download to read offline

How Denver Water Uses Brand Journalism to Reach Water Users and Feed the Media Beast

Download to read offline

Presentation by Stacy Chesney, Manager of Media Communications at Denver Water, at the 2018 Gulf Coast Water Conservation Symposium in Houston, Texas.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

How Denver Water Uses Brand Journalism to Reach Water Users and Feed the Media Beast

  1. 1. THE COMMUNICATION REVOLUTION How Denver Water uses brand journalism to reach water users and feed the media beast
  2. 2. What’s on tap? 2 • Old vs. new communication • Our business case for brand journalism • How it works • Examples! • Take-home tips
  3. 3. OLD VS. NEW News cycle 3
  4. 4. 4
  5. 5. What’s changed (24/7/365 ) 5 2:30 a.m. 4th of July
  6. 6. Communicating in public 6 9 p.m. until 3 p.m. the next day
  7. 7. OUR BUSINESS CASE FOR BRAND JOURNALISM Staying at the forefront 7
  8. 8. Not a lot of time 8 “You know my attention span is longer than yours, right?”
  9. 9. Why change the way we communicate? 9 • Be the trusted source on all things water. • Showcase our expertise and our people. • Increase our share of the conversation. • Build community with our customers. • To what end? – Enhance our reputation. – Provide consistent information. – Be prepared for the difficult conversations ahead.
  10. 10. HOW IT WORKS 10
  11. 11. News team 11 • Generate stories from around the organization. • Filter those ideas and decide the best way to report them. • Assign, produce, edit and review content. • Publish and deliver through all channels.
  12. 12. 3/27/201812
  13. 13. Catchy writing & images to drive readers 13
  14. 14. WHERE DOES OUR CONTENT GO? 14
  15. 15. 3/27/2018
  16. 16. WaterNews (customer bill insert) 20
  17. 17. Conduit (employee e-newsletter) 21
  18. 18. Pipeline (employee magazine) 22
  19. 19. EXAMPLES (always the best part) 23
  20. 20. Creating our own content … 24
  21. 21. 25
  22. 22. … results in media coverage 26
  23. 23. Text stories, too! 27
  24. 24. 28
  25. 25. Become part of the conversation 29
  26. 26. 30 Email to Denver Water:
  27. 27. 31
  28. 28. 32
  29. 29. 33
  30. 30. Find new ways to share old information 34
  31. 31. 35
  32. 32. Get creative 37
  33. 33. 38
  34. 34. 39
  35. 35. 40
  36. 36. Try parody & humor
  37. 37. Tips to get your story seen • Share on all channels • Include a strong headline, teaser & image • Paid promotions work • Use your story/content as a media pitch • Consider an e-newsletter with your stories • Have an editorial calendar and “re-share”
  38. 38. Questions? 43 Stacy Chesney stacy.chesney@denverwater.org denverwaterTAP.org @DenverWater

Presentation by Stacy Chesney, Manager of Media Communications at Denver Water, at the 2018 Gulf Coast Water Conservation Symposium in Houston, Texas.

Views

Total views

357

On Slideshare

0

From embeds

0

Number of embeds

253

Actions

Downloads

2

Shares

0

Comments

0

Likes

0

×