Chapter 4 Making the case for brand journalism within an organisation. Putting the structure in place to achieve your brand journalism goals

These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at andy@andybull.co.uk

1 Six Rules for Brand Revitalisation, by Larry Light and Joan Kiddon (Prentice Hall, 2009)

2 Shel Holtz, in a post at Social Media Today called Marketers Keep Your Hands Off Your Company’s Brand Journalism

http://socialmediatoday.com/shelholtz/342466/marketers-keep-your-hands-your-company-s-brand-journalism

3 Marcus Sheridan, in a post at Social Media Examiner on achieving social media buy-in

http://www.socialmediaexaminer.com/5-ways-to-get-your-entire-company-on-board-with-social-media/#more-14363

4 The Content Marketing Institute on six ways to get employees involved in content creation

http://www.contentmarketinginstitute.com/2011/08/developing-your-content-marketing-mindset/

5 Albert Pusch, in a Wall Blog post headlined Brand Journalism – How The Marketing Department Of Today Is Tomorrow’s Social Media Newsroom

http://wallblog.co.uk/2011/05/17/brand-journalism-how-the-marketing-department-of-today-is-tomorrows-social-media-newsroom/

6 David Meerman Scott, quoted in the Ryerson Review of Journalism

http://www.rrj.ca/m14057/

7 Shel Holtz

http://holtz.com/blog/brands/marketers-keep-your-hands-off-of-your-companys-brand-journalism/3719/#When:23:11:04Z

8 The FT: Nissan’s PR mimics the newsroom

http://www.ft.com/cms/s/0/54d36b2e-92c4-11e0-bd88-00144feab49a.html#axzz227ap6yUe

9 The Simpaticor PR blog http://simpaticopr.co.uk/blog/?p=97

10 The Simpaticor PR blog http://simpaticopr.co.uk/blog/?p=97

11 Newsroom Ink on Imperial Sugar’s newsroom

http://newsroomink.com/3141/brand-journalism-corporate-journalism-or-just-good-journalism/

12 Newsroom Ink: Imperial Sugar case study http://newsroomink.com/7300/case-study-imperial-sugar-newsroom-having-a-better-story-to-tell-while-improving-google-ability/

13 Brian Kardon: Why Eloqua hired a journalist

http://blog.eloqua.com/why-eloqua-hired-a-journalist/

14 Jesse Noyes, Eloqua’s corporate reporter https://twitter.com/noyesjesse

15 Mindflash on social media engagement policies

http://www.mindflash.com/blog/2012/03/infographic-how-to-train-your-employees-to-handle-your-social-media/?view=mindflashgraphic

16 Rick Wion, director of social media at McDonald’s USA, on the Social CMO blog

http://www.thesocialcmo.com/blog/2011/03/mcdonald%E2%80%99s-scales-to-meet-social-media-demands/.

17 Kerry Bridge on the Direct 2 Dell website: 10 Social Media Tips When Commenting and Responding To Customers Online

http://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2012/05/08/10-social-media-tips-when-commenting-and-responding-to-customers-online-infographic.aspx