'brand journalists' in Public Relations & Social Marketing Insight

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Real-Time Social Media Creative Marketing and PR | Public Relations & Social Marketing Insight | Scoop.it

From www.huffingtonpost.com - October 17, 2013 9:50 AM

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....

From www.zdnet.com - October 30, 2012 11:14 PM

I'm in Miami this week taking part in the Holmes Report's Global PR Summit and the topic of "Brand Journalism."

I know nothing about the subject but no one else does either because it's a made up term that is in the early stages of being defined. Nothing wrong in that, I do it all the time but I try to think of concepts that make sense and this one doesn't make any sense at all....

[Tom Forenski says "brand journalism" is NOT journalism. Is he right? ~ Jeff]

Marty Note
I see the need for rebranding. PR has imploded swept away by search engines and social networks. I can also understand a desire for an attachment to brands. Brands are perceived as the lasting core of marketing. I don't understand the concept of "brand journalists" since journalism is investigative and far ranging and sends shivers down the spines of most CEOs and CMOs I've worked with or for.

Since brands are becoming more social, with much of this new work being done by brand advocates and supporters NOT people with a direct stake (employees in other words), I see a brand champion role that PR experts could help create and shape.

Perhaps the most important idea for our new PR brand marketers to understand is how much flux brands and branding are in. Take a look at this infographic about how brands are "socializing": http://www.scoop.it/t/curation-revolution/p/791811864/branding-is-changing-socializing-your-brand ;

Brands and companies are changing rapidly. Here are some important ways companies and brands are changing:

* Brands and companies are becoming publishers.

* Brands and companies are becoming curators.

* Brands and companies are becoming entertainers (Meetups, Videos, etc..).

While "Brand Journalism" may seem dissonant to what brands were and are becoming, brand curator or brand champion is a much needed missing set of marketing skills. PR skills such as building relationships with thought leaders, organizing disparate information into engaging communication, promoting engagement and connecting companies and brands to their supporters wrap around this idea quickly and well.

PR pros could become the brand sherpas of a new more open, engaged and social branding. Brand journalists as a concept just sends shivers down the CEOs and CMOs I've worked with (lol).

Via LPM Comunicação SA, Jeff Domansky, Martin (Marty) Smith

Real-Time Social Media Creative Marketing and PR

Q: Can PR Pros Become brand journalists? A: No Q: Brand Champions? A: Maybe