Brand Journalism

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    • Section 1: How to develop a brand journalism strategy
      • Chapter 1: How McDonald’s invented brand journalism, and how brand journalism saved McDonald’s
      • Chapter 2: Who do you want to talk to? Identifying the community you wish to serve
      • Chapter 3: Establishing business goals, and developing brand journalism strategies to support those goals
      • Chapter 4 Making the case for brand journalism within an organisation. Putting the structure in place to achieve your brand journalism goals
      • Chapter 5: Your brand is your beat. How to find stories within an organisation – and how to tell them compellingly
      • Chapter 6: The ethics of brand journalism
    • Section 2: What publishing platforms to use, and how to use them
      • Chapter 7: How brand journalism gives Red Bull wings
      • Chapter 8: Using social media channels for brand journalism
      • Chapter 9: Brand journalism for a mobile audience
      • Chapter 10: Brand Journalism content creation and curation
      • Chapter 11: Specialist online communities and webinars
      • Chapter 12: Your branded websites as information hubs for customers and potential customers
      • Chapter 13: How traditional media, including customer magazines, fit into a brand journalism strategy
    • Section 3: Brand journalism storytelling paths
      • Chapter 14: Launching a product. How Ford uses social media to launch new cars
      • Chapter 15: Promoting and covering an event. How blogging and social media can be used before and during a conference, convention, exhibition or sports game
      • Chapter 16: Publicising a travel destination. How a ski resort uses brand journalism on social media to increase visitor numbers
      • Chapter 17: Building an information resource. How a government department created a new web and social presence
      • Chapter 18: Charity fundraising. How charity:water uses social media and powerful storytelling to raise funds for its cause
      • Chapter 19: Building a geo-located information and entertainment resource. How Starbucks uses the full range of geo-location tools to tell its story in each of its stores
      • Chapter 20: Launching or relaunching a customer magazine. How Waitrose repositioned its customer magazine and extended its brand journalism strategy
      • Chapter 21: Creating a media toolkit. How a charity uses a media toolkit to communicate with a number of audience sectors
      • Chapter 22: Developing a company news source. How Dow Chemical reports on itself and its activities as a problem-solver and educator
      • Chapter 23: Managing a crisis. How Dow Chemical failed to tackle the PR crisis over its associal with the Bhopal Disaster
      • Chapter 24: Establishing a personal brand. How Richard Branson has built his personal brand
    • Section 4: Measuring the results of your brand journalism strategy
      • Chapter 25: Social media monitoring and analytics tools
      • Chapter 26: Monitoring and analysing your branded websites, blogs and email bulletins
      • Chapter 27: The last word. Good content = Good SEO
  • Introduction to the subject
    • What brand journalism is
    • The case against
    • In defence of
    • How to do brand journalism
  • Look Inside Brand Journalism
  • Articles on brand journalism
    • How Red Bull stole journalism from big media – and what big media needs to do to steal it back
    • Interview for a PhD on brand journalism
    • Q and A for paper.li
    • Q and A on brand journalism for the Catalan Press Association

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Telegraph figures snow ‘no downside’ to metered paywall

Posted on May 24, 2013 by Andy Bull

See on Scoop.it – Multimedia Journalism

PGW (24th May 2013)

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