Web Ink Now. David E. Henderson. Renaming Brand Journalism: Is "Semi-Journalism" Really Journalism? - Newsroom InkNewsroom Ink. During the last two years, “brand” or “corporate” journalism has gained popularity in the fields of marketing, advertising and public relations.
Social media guru’s such as David Meerman Scott and my former business partner at The News Group Net, David Henderson, have written countless articles and made numerous presentations on the topic – but do they really understand the issues behind the name itself? Upon wrapping-up a SXSW panel discussion on brand journalism to an overflow crowd, NPR’s On The Media co-host Bob Garfield gave an off-the-cuff comment, that in the course of a second, may have inadvertently relabeled “Brand Journalism” as “Semi-Journalism.” The Brand Journalism model of Value Co-Creation. In this post I will share a simple model that will help you understand the most important aspects that a company should take into consideration to proactively manage a brand by building a value co-creation process online with its consumers.
It is inspired by the brand journalism term originally coined by Larry Light in 2004. Larry Light declared that mass marketing no longer worked and that “no single ad tells the whole story,” as McDonald’s chief marketing officer, he said that McDonald’s had adopted a new marketing technique: “brand journalism.” Larry described the concept as one marking “the end of brand positioning as we know it. Effective marketing should use many stories rather than employing one message to reach everyone.” Larry declared that McDonald’s was abandoning the universal message concept.
“Any single ad, commercial or promotion is not a summary of our strategy. Our marketing world has changed… Who owns a brand the company or the consumer? 1. -Understand the consumer need 2. Brand Journalism. We live in a world that is drowning in information, yet parched for knowledge.
The last thing any of us needs is more data, arguments or product sales pitches. What we need are skilled individuals who are capable of interpreting information, providing context, communicating relevance, and unearthing meaning. There is simply not enough time in the day (some might argue we are too lazy and/or distracted) to connect the dots for ourselves. As a result, marketers are turning to highly-developed techniques – at the intersection of public relations and journalism – to tell their story with impact.
Beyond the message Public relations has historically been focused on honing, rehearsing and ultimately advancing “the message” through media sources and live events. Change doesn’t come from Washington. We made the buttons on the screen look so good you’ll want to lick them. – Steve Jobs What’s driving this change? Two things are happening simultaneously that are forever changing the media landscape. Social Media Marketing and Brand Journalism Power Cisco’s News “Network” Boeing using 'brand journalism' to highlight its efforts. Dispelling The Darkness With Brand Journalism. Guest post by Kyle Monson, a former technology journalist and editor at PC Magazine, is Content Strategy Director at JWT.
Follow him on Twitter @kmonson You probably already know this, but we marketers are the bad guys in the battle of good versus evil. One commonly employed metaphor -- "The Dark Side" -- is particularly apt: we hunt down Jedi masters and destroy Alderaan. The top guys in marketing might refer to themselves as ninjas, but Siths is a better descriptor, depending on whom you talk to. I hear the moniker all the time; after seven years as a journalist and editor, I defected a couple years ago and took a job at JWT. My answer: I haven't blown up any planets lately, but my work is quite fulfilling, thank you. Brand Journalism as a term has been accused of being typical Dark Side dissembling, but at its best, it can be a powerful combination of honesty, narrative, and audience participation. In other words, we need to act like journalists. Reprinted from BrianSolis.com. Drop Drinks - Pear Drop. Brand journalism was never meant to replace independent news reporting. Posted on September 2, 2011 12:57 pm by Shel Holtz | Brands | Marketing | Media During one of the breaks during my daylong workshop in New Zealand, I sat down with Tom Pullar-Strecker, IT editor at the Dominion Post.
We chatted about one of the workshop themes, the idea that companies have to think like publishers.