Get Started for FREE
Sign up with Facebook Sign up with X
I don't have a Facebook or a X account
 Your new post is loading...
Your new post is loading...
Scoop.it!
Getting major media placements in outlets such as "NBC Nightly News" and The Huffington Post is every PR and media relations professional's dream—and if you can get 1 million or so people to visit your brand's website in response to the coverage, that's icing on the cake. This year, The Ohio State University Wexner Medical Center pulled off this feat using a brand journalism approach. Here's how it attracted so much public attention to the news so quickly.... 
No comment yet.
Sign up to comment
|
Scoop.it!
I'm always fascinated by organizations that embrace brand journalism, hiring reporters to create content that serves as marketing and public relations. For almost a decade, I've recommended that companies of all kinds model their sites not on their peers' boring old brochure-like approach but rather aspire to becoming like a media site such as Forbes, the BBC, or The New York Times and that they actually hire reporters and editors, not marketers and copywriters, to produce the content.
One look at the Raytheon homepage shows they do exactly that. There are real-time news, images, and a top stories section. And Raytheon is a B2B (and B2G) company! "You can see our homepage is very much a news operation," says Corinne J Kovalsky, Director, Digital & Social Media at Raytheon. "We've got feature stories and trend stories about cool products."...
Jeff Domansky's insight:
Excellent example for an online newsroom as well as strategies for brand storytelling, brand journalism, social marketing, content marketing, social PR, digital PR or any other name you want to give it.
|
Here's a great lesson in brand journalism and how an Alzheimer's medical story went viral.