Brand Journalism: How to Create and Deliver Your Own News
About the Seminar
Effective brand journalism shortens the information path from companies to its constituents. It slices through extraneous information and embraces the logic and emotion of the audience. It isn’t marketing or press releases. Or a CEO’s ego fix. It is not ivory tower corp-speak.
The best brand journalism is refined, topical, sometimes even brazen. Emotional, too. It sits on the same side of the table as its audience, mainlining meaningful data and ideas to a public who decides a company’s success.
Inside a company, brand journalism flexes communication muscles different from traditional corporate communication practices. But which ones, and how to develop them? This workshop is a small group interactive experience with corporate practitioners who have forged successful brand journalism programs.
Michael Coe, VP, Corporate Reputation and Media, Duke Energy
Courtney Colwell, Director of Content Marketing, American Express
Brian Hughes, Managing Editor, Longitudes, UPS
Tuesday, June 25, 2019
8:00 – 9:00 am
Coffee, light breakfast items
9:00 – 9:15 am
Structure of the Workshop
Our workshop is going to be fast-moving and will provide action items for back at the office. We will review our plans for the day, briefly, and get started. Our attendees will be involved with the presentations with Q&A all day.
Scott Carlberg, Program Director, The Conference Board
9:15 – 10:00 am
Setting an editorial policy for brand journalism
Successful brand journalism sites have a “North Star” that guides them. This session will look at examples of a pragmatic editorial policies, how they were created and how they were implemented.
10:00 – 10:30 am
Identifying stories that matter
With an editorial policy in place, a brand journalism site has a direction for stories Now stories need to be identified. These will be topics that impact the business yet touch the target audience outside corporate walls. The topics have a unique angle, and the audience understands why this company is qualified to address the subject. Practitioners will share the way they hunt-down their topics.
10:30 – 10:45 am
10:45 – 11:30 am
Crafting stories that matter
People relate to stories about other people. A topic is not a story. How does a corporate communicator bridge the inverted pyramid of journalism and the drama and empathy of a riveting story? Learn how to build character, setting, conflict and resolution into a brand journalism site.
11:30 am – 12:15 pm
Tools and techniques
This segment looks at the way practitioners keep their brand journalism efforts effective with multi-media, using other corporate outreach to support their work, and build networking based on their stories.
12:15 – 1:15 pm
1:15 – 2:00 pm
Metrics that matter
The softer, human stuff of storytelling must tie to the need for real corporate results. Practitioners will discuss the hard numbers they measure and how they manage qualitative feedback. Great brand journalism sites also provide a glimpse into the future by showing the trends of audience feelings, knowledge, and how they are changing.
2:00 – 2:45 pm
Handling controversy in a brand journalism effort
Public activism has created an environment that requires companies to address problems fast and with transparency. Yet some corporate managements see a brand journalism site as a place of “good news.” This case study shows how one company launched a brand journalism effort when there is public outrage.
2:45 – 3:00 pm
3:00 – 3:30 pm
Keeping brand journalism fresh
Deciding when to refresh a brand journalism effort is more than the look and feel of the site itself. How long can a site go before a major refresh? How should content be assessed and re-directed? How does audience feedback fit into the effort? How does the initiative track industry trends to stay one step ahead of the audience?
3:30 – 4:00 pm
Managing the effort inside the company
An expert negotiator once said that the toughest issues always come from your own side of the table. So, beat those internal barriers. This segment of our workshop reviews internal sales and coordinating tactics for a corporate brand journalism effort, from senior management to floor employees.
4:00 – 4:15 pm
Who Should Attend
Heads, Directors and Senior Managers of:
- Internal Communications
- External Communications
- Social Media
Want to Discuss More? Join us June 26-27 for the Corporate Communications Conference. Register now!