Section 3: Brand journalism storytelling paths

Introduction to Section 3

In Section 1 we looked at how to develop a brand journalism strategy

In Section 2 we surveyed the media and platforms on which we can create brand journalism.

In Section 3 we will look at what I’m calling Brand Journalism storytelling paths.

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

By storytelling paths I mean the methods by which a business goal can be supported with a particular a brand journalism strategy, using a range of media and journalistic techniques.

Through a series of case studies, taking archetypical story types, we show how the brand journalism created has been designed to deliver a particular goal for a brand. So we examine, in each case, how the brand did these things:

  • Establish the audience to be targeted
  • Identify the business goals
  • Create the brand journalism strategy
  • Use a range of publishing platforms
  • Measure the outcomes of the strategy

In the chapters within this section we will examine these storypaths:

  • Launching a product
  • Promoting and covering an event
  • Publicising a travel destination
  • Building an information resource
  • Fundraising
  • Building a geo-located information and entertainment resource
  • Launching a customer magazine
  • Creating a media toolkit
  • Developing a company news resource
  • Managing a crisis
  • Establishing a personal brand
  • Using live and crowdsourced content around an event