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.
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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
- 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