Chapter 12: Your branded websites as information hubs for customers and potential customers

Primers on various aspects of website creation

In Multimedia Journalism: A Practical Guide, which offers a comprehensive training programme for journalism students, you will find a good deal of information on creating a professional website.

That includes primers on:

While all this tuition is open to registered users – find out how to become a registered user here – this primer on building proficiency with WordPress is free:


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

1 Todd Blecher, communications director at Boeing, writing about the company’s approach to brand journalism

2 Boeing story example: Boeing 747-8 performs ultimate rejected take-off

3 Boeing story example: Phantom Eye High Altitude Long Endurance aircraft unveiled.

4 Boeing story example: about a retiring security dog

5 Unsuccessful Boeing story example, about designs for World War Two-era uniforms

6 David Meerman Scott on Boeing’s brand journalism

7 David Meerman on Boeing’ story Freezin’ in Florida.

8 Oxfam See For Yourself campaign

9 Oxfam videos by Duckrabbit –

10 David Meerman Scott on Business without Borders

11 John Earhardt, on the motivation in creating The Network