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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.... 
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Doug Scott’s recent departure from OgilvyEntertainment, the successful unit he founded eight years ago, has raised questions about whether its WPP parent might fold it into another corporate entertainment sibling like media agency Mindshare Entertainment or GroupM Entertainment at the operating level. While Ogilvy execs say that isn’t in the works, such speculation still begs the larger industry question: As media, creative and PR agencies—along with production companies—vie to lead the growing number of marketer content initiatives, where should responsibility for branded storytelling reside? With traditional advertising becoming less profitable, everyone, obviously, is scrambling for these new income sources. On the creative agency front, proponents argue that without a great concept born from understanding a brand’s narrative, long-form storytelling doesn’t hold an audience’s attention and justify the media expense....
Jeff Domansky's insight:
it's not the department, it's the creativity and the ability to get results that matter most.
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...Although companies understand the part about becoming a media company they missed something very important: media companies don’t create media about themselves. This is why companies have problems with the content they produce, people are immediately skeptical about any media that is about the company that produces it — no matter how high the quality. Take a look at the Nielsen study released this week, commissioned by InPowered. It found that branded content ranked extremely low among consumers but content written by journalists — independent of any brand — ranked very highly....
Jeff Domansky's insight:
Yes, content by independent third parties is are credible when it's written by credible journalists practicing credible journalism.
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Real-time social media are transforming marketing and public relations. I recently visited two firms in Chicago that are responding to the need for speed within the flow of online conversationconversation. ...Content and storytelling are at the heart of how we help our clients build meaningful relationships with their audiences," said Mark Hass, president and CEO, Edelman U.S. Edelman's plan focuses on client partnerships with five U.S. newsrooms and one in the U.K.Edelman newsroom "trend spotters" identify trends and events, collaborate with account leaders and design creative concepts. Ideas are shared with clients, and then decisions are made about posting or not.Real-time PR and marketing content frequently is covered by traditional media -- television, radio, newspapers and magazines. News organizations, too, are now in the business of conversation monitoring and engaging. In this sense, the news model shares with PR the goal of creating viral videos, flashy graphics, photographs, memes and other popular social media content. Everyone is competing for measurable engagement that may translate into new revenue....
Jeff Domansky's insight:
Read how Edelman and Golin-Harris are innovating in PR with strong content marketing efforts using social media channels, a brand journalism newsroom and more.
Phillip Newsome's curator insight,
October 18, 2013 3:26 PM
Today branding agencies must operate like news rooms, monitoring developing stories as they develop and updating audiences on their client's POV.
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Does working in PR make me a kissing cousin to Darth Vader? After all, I used to be a reporter – I was one of the hundreds of casualties... ... This is the reason why so many reporters are choosing to go into PR. We’re in the unique position of having been on the receiving end of countless press releases and pitches. Many of my former Herald colleagues are now doing PR work for both businesses and nonprofits. Some have started PR firms of their own. So, reading a recent Buffalo News article about TV reporters joining the PR ranks made me think about how annoying it is when I’m told I’ve “gone over to the dark side.” This is not Star Wars and it’s not that simple. First and foremost, many of us simply reached the point where we needed a little more job stability than newspaper reporting could provide. Because right now most people working in print newsrooms are enduring increased workloads – picking up the slack after all the layoffs and resignations – while having their pay slashed....
Jeff Domansky's insight:
Former hack, now flack goes on attack. ;-)
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All the wrongheaded bullshit about brand newsrooms seems to believe the gospel that human history began at CERN in 1994. In fact, the history of all this – of news, brand journalism and brand newsrooms – is long and instructive. My agency set up the first newsroom for a global brand roughly a decade ago. Microsoft, then and now, needed to create massive amounts of content all over the world in real time. A newsroom structure saved them much duplicated effort and huge amounts of money, while insuring accuracy, timeliness and consistency. Not bad.
The sum total of all this is that brand news, despite what marketing bloggers would have us believe today, can’t be all about hi-jacking events or tracking events or any such quixotic, overly broad enterprise. What brand news needs to learn from real news can be broken down into three important parts....
Jeff Domansky's insight:
Kirk Cheyfitz points his BS-meter at content marketers and helps us get to the heart of what a "brand newsroom" should really look like and how it should operate.
Daniel Janes's curator insight,
June 11, 2013 7:18 AM
Useful way to condider your communications setup when coming from a digital marketing perspective as having the view from the news profession ads another layer of insight. Good framework to ensure your content is relevant and impactful and your teams have answered the right questions to be able to collaborate effectively |
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A population of 100,000 is no longer a guarantee that a city like Richmond, California can sustain a thriving daily paper. Readers have drifted from the tactile pleasures of print to the digital gratification of their smartphone screens, and advertising revenues have drifted with them. Titles that once served up debates from City Hall, news of school teams’ triumphs and classified ads for outgrown bikes have stopped the presses for good. Last January, however, a site called the Richmond Standard launched, promising “a community-driven daily news source dedicated to shining a light on the positive things that are going on in the community”, and giving everyone from athletes to entrepreneurs the recognition they deserve. Since then, it has recorded the “quick-thinking teen” commended by California’s governor for saving a woman from overdosing; the “incredible strength” of the 5ft 6in high-school freshman who can bench-press “a whopping 295lbs”; and councilman Tom Butt’s warning about the costs of vacating a blighted public housing project. The Richmond Standard is one of the more polished sites to emerge in the age of hyper-local digital news brands such as Patch and DNAinfo.com. That may be because it is run and funded by Chevron, the $240bn oil group which owns the Richmond refinery that in August 2012 caught fire, spewing plumes of black smoke over the city and sending more than 15,000 residents to hospital for medical help....
Jeff Domansky's insight:
Are corporate interests winning at the expense of objective journalism and community interest? It's a sobering question and one worth debate and discussion.
Antoine Peters's curator insight,
September 21, 2014 5:30 AM
Life is changing as fast as the way we do business.
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Hill+Knowltons Group SJR doesnt make branded content. It makes publications that you might not even realize come from company marketing budgets. Thanks to the Internet, anyone can now be a publisher. Which is kind of like saying that anyone in a crowded football stadium could stand and deliver an eloquent speech. The hard part is not making noise. The hard part is getting people to listen. So by most aspiring publications’ definitions of success, a technology blog called the Txchnologist has made it. Last year, its articles were picked up about 200 times, including in Time, Smithsonian magazine, and on MSN News. You may have seen its coverage of temporary tattoos that could make electric telekinesis possible. Or eyewear that could help people with red-green color blindness. But what you may not have noticed, unless you read all the way to the bottom of an article or navigated to the blog’s homepage, is that the entire production comes out of GE’s marketing budget. It’s been created by a branch of PR firm Hill+Knowlton called Group SJR....
Jeff Domansky's insight:
Native advertising. Brand journalism. Content marketing. Call it what you will, it' a huge trend in marketing and media and the smart players using it to full marketing advantage.
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Companies everywhere are building corporate news operations. We talked to some of the best to find out how they did it. ... If you’re the CEO or CMO of a mid-sized or large brand, you may have started thinking about building an in-house news operation of your own. To help you get there, we’ve created an ebook, The CMO’s Guide to Brand Journalism. The book will help you structure a team and figure out what obstacles you should expect to encounter and how to get over them. We also explain the structure of a newsroom, and how to map that structure to a corporate environment. Also provided is an explanation of four business models adopted by various companies. The four models are explained via case studies developed by interviewing journalists and executives at Microsoft, IBM, GE, Intel, Adobe, and other companies....
Jeff Domansky's insight:
Excellent free ebook from HubSpot with great tips on brand journalism and operating an online newsroom.
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...You’re off to a great start. However, you’ve only started to scratch the surface of the content possibilities because your audience reach is still limited — while your corner of the world is engaged, you aren’t quite at the center of the wider industry conversation yet. If we agree that the goal of content marketing should be to enable your content creators to function as brand journalists (we do, right?), then it’s fair to equate your content effort to that of a weekly community paper. However, there’s an even bigger opportunity here, because online content can help you extend your reach far beyond your current community and create an exponential opportunity for your business....
Jeff Domansky's insight:
Practical tips for better brand journalism and content marketing.
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Many of today’s burgeoning brands are successful on the Web in part because of their ability to produce stellar content, content that emanates from the passion they have for producing quality products and the desire to please their fans and consumers by exceeding expectations. As people immerse themselves in valuable content on the Web via social media, as well as reputable sites like BuzzFeed, Huffington Post and Gizmodo, brands and marketers are finding ways to bridge the gap between journalism and advertising by becoming publishers.Brand journalists combine brand storytelling with traditional forms of journalism, helping brands connect with their audience in a more personal, transparent way....
Jeff Domansky's insight:
If you believe brand journalism can do it all, this post is for you. It does raise important questions though.
Kelli Law's curator insight,
June 18, 2013 3:03 AM
Its good to see CMO's are investing in brand journalist to tell their story.
Kelli Law's comment,
June 18, 2013 3:16 AM
I believe its a great start. However many companies will continue to outsource their content marketing needs.
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...In my work for Colgate's laundry products, it was validated that P&G's Tide brand is the industry's gold standard when it comes to getting things clean. In fact, at the previous agency, I worked on Tide's campaign to find the"Dirtiest Kid in America," and the promotion that put a few real diamonds in P&G's Spic N Span boxes to celebrate the brand's diamond anniversary. Most had cubic zirconia, but when shoppers started ripping open boxes onto supermarket floors, the widely covered promotion ended.
Jeff Domansky's insight:
Nice brand storytelling from Peter Himler...
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Here's a great lesson in brand journalism and how an Alzheimer's medical story went viral.