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4 Brands Running Successful Brand Journalism Programs


For your brand’s content to be successful, you need to implement brand journalism. Through a combination of journalistic storytelling and brand strategy, brand journalism spreads awareness of your brand and influences purchasing decisions. But what does brand journalism success look like? Starbucks uses brand journalism to highlight their employees. McDonald’s.

Storytelling, PR, and Measurement

Waxing UnLyrical

Currently, PR professionals are still in love with the concept of “storytelling.” The problem with storytelling as a vehicle for engagement, and more importantly message placement, is that if everyone is following the same model, it all becomes noise again. ” Reports of the death of storytelling are not new. Storytelling, PR, and Measurement. Buzzwords!

Free White Paper! Build a Brand Journalism Program


The key is brand journalism, a subtle form of storytelling that benefits both your brand and your audience. Through brand journalism, you can strengthen your reputation, attract the attention of your audience and influence their purchasing decisions. While traditional journalists seek to inform and educate, brand journalism aims to engage audiences and increase brand impact.

The “F Word” in Storytelling and Business

Ishmael's Corner

The Art Of Storytelling In Business Communications And Public Relations. The post The “F Word” in Storytelling and Business appeared first on Ishmael's Corner ~ Storytelling Techniques For Business Communications. Techniques For Effective Business Communications. Failure. Point to a movie or a book that captivates, and I’ll show you failure. Shrek. Absolutely. As.more.

Using Snapchat for storytelling is a brand journalism win

PR Daily

To help capture the New Year’s Eve revelry in Times Square, The New York Times relied on common social media platforms, but also turned to an emerging avenue for storytelling—Snapchat. is among a growing number of news media outlets—including NPR , CNN , ESPN and The Wall Street Journal —that are adding Snapchat to their storytelling toolboxes. The Times. Snapchat is not easy.

Once Upon a Time…3 Keys to Good PR Storytelling


In today’s digital age, there are two key ways to find success for both brands or individuals: remember to be human and solidify your storytelling skills. Many think that good storytelling stems from talent, but really, all it takes is time, trial and error, and basic writing know-how. Best Practices Featured Storytelling xpotomacMeasure Your Niche’s Density. Not just for news.

Native Advertising: Where Content Marketing and Journalism Overlap


From where Melanie sits, native advertising is at the cross-section of advertising and journalistic storytelling. The emergence of native advertising on editorial sites is giving birth to a new discipline that combines marketing and journalism. Their reward is deep branding, thanks to storytelling that penetrates to the core of the user’s psyche. What is native advertising?

Monday Roundup: Storytelling

Waxing UnLyrical

As the holidays approach, we’re reminded daily of the importance of storytelling. Just like Christmas, though, the spirit of storytelling is important for business all year round. This week’s roundup features seven posts from around the web that focus on storytelling. Why Your Brain Loves Good Storytelling. Why: Why are audiences compelled by storytelling?

Brand journalism is the new PR

PR Daily

Think your company’s communications doesn’t need journalism? Brand journalism will make you think again. Join us in these cities and learn how to combine lively storytelling and your organization’s voice to form brand journalism: January 22 - Charlotte, NC. See the full agenda for the Brand Journalism for Corporate Communicators Workshop here.

If Storytelling “Comes Naturally,” Why Is It So Hard?

Rock the Status Quo

Storytelling intrigues me. “Storytelling is one of the many things that define and bind our humanity,” according to this article on the history of storytelling. Storytelling is hard until we’ve practiced enough to make it easier. You’d think public relations pros and journalists would have a natural talent for storytelling. I believe it.

5 reasons PR should own brand journalism

PR Daily

Communicators are butting heads over brand journalism. Public relations, marketing and members of digital teams often wrestle over control of brand journalism. Who is best suited for brand journalism initiatives? Brand journalism campaigns need a strategy. It demonstrates knowledge of the big picture, which is invariably a priority in brand journalism campaigns.

6 Resources That Will Make You a Better Storyteller

Waxing UnLyrical

Storytelling is a hot topic in the communications industry these days. Thankfully, there are resources that can make the process a little easier to make you a great storyteller. Pixar’s storytelling rules. As any writer can attest, this is often the hardest part of the storytelling process. Get some help from the experts; check out some TED talks about storytelling.

Do the Best Business Storytellers on the Planet Have Shoes?

Ishmael's Corner

The Art Of Storytelling In Business Communications And Public Relations. Journalists, particularly journalists at business and mainstream publications, show the way when it comes to applying storytelling techniques to business communications. The post Do the Best Business Storytellers on the Planet Have Shoes? appeared first on Ishmael's Corner ~ Storytelling Techniques For Business Communications. Techniques For Effective Business Communications. Pick out a story in media properties such as The Atlantic or The New Yorker.

Double-dipping exposes reputation risk in blurred boundaries of PR and journalism

PR Conversations

And in an age when we are inundated with information and distraction, civil society desperately needs journalism to be credible as it offers curation, analysis and insight. When trust in journalism is broken, everyone loses. The boundaries between journalism and public relations are increasingly porous. Op-Ed by Daniel Tisch, APR, FCPRS. Transparency helps—but it’s not enough.

The Rise of “Gotcha!” Reporting and Fall of Journalism


Some reporters have this method down so well it has become their only form of storytelling. Reporting and Fall of Journalism appeared first on LTPR. Media Relations PR Best Practices communications Gotcha Journalism Gotcha Reporting journalism LT Public Relations LTPR media media relations PR public relationsDon’t get me wrong; having begun my […].

Content marketing and brand journalism best practices

PR Daily

You need content marketing and brand journalism. Push your organization past competitors to the top of your field with takeaways from the Brand Journalism and Content Marketing Summit, Nov. Give your organization the upper hand in content and learn how to: Blast away barriers to great storytelling in your organization. 2-3 in Denver. Register here. Image via

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Microsoft Stories: Best brand storytelling site on the web?

Communications Conversations

This is high, high quality brand storytelling folks. Microsoft may have figured out the key to fantastic brand storytelling–and I think it goes something like this… Your employees = personal stories. Hmm…strange for a corporate storytelling site, don’t you think? Clean. Easy to scan. Big, popping visuals. It’s a pretty slick site. My point?

Here We Go Again. The Downfall of Journalism Traces to the Rise of PR

Ishmael's Corner

The Art Of Storytelling In Business Communications And Public Relations. TechCrunch is the latest publication to play the tired narrative that the public relations industry is behind the woes of modern day journalism, GMOs and global warming. In the latest bullish show from TechCrunch, Alex Wilhelm looks into the camera, laments the state of the journalism and recites these “horrifying” statistics: There are 4.6 The Downfall of Journalism Traces to the Rise of PR appeared first on Ishmael's Corner ~ Storytelling Techniques For Business Communications.

Hospital draws readers with rich storytelling, brand journalism

PR Daily

That's why the Atlanta-based Shepherd Center has used a content strategy based in rich storytelling from its newsroom to catch the attention of new media outlets. The newsroom is the center of the hospital's storytelling through articles, photos and videos. Perhaps it's natural that a hospital filled with heart-wrenching and inspiring stories would take a brand journalism approach.

10 ways to use Twitter for storytelling

PR Daily

RELATED: Learn how to amplify your stories through effective brand journalism with Media Source's whitepaper.]. This article was originally published on PR Daily in October 2014. Twitter can be an incredibly effective addition to your online marketing and a strategic way to amplify and unleash your personal brand to the online world. Here are 10 ways you can tell your story: 1.

When journalism and public relations intersect

PR Daily

He blogs about storytelling in business at. Many journalists have taken to social media, particularly Twitter, to promote their stories online. As publishers increasingly rely on analytics to measure the performance of their journalists, every click counts. The New York Times. has expanded upon this measurement approach, and it mirrors tactics used by many PR pros. Lou Hoffman is CEO of the.

Just Like Bad PR, There’s Bad Journalism Out There

Ishmael's Corner

Which brings me to a recent episode of bad journalism, a USA Today feature with the headline, “7 Companies Outspend Apple on Innovation,” by Matt Krantz. To USA Today’s credit, the premise of the headline offers the promise of contrarian storytelling. Uncategorized bad Journalism bad pr bad public relations contrarian storytelling Apple spent just 4.3% Really?

Contrast, a Poor Man’s Failure in PR Storytelling

Ishmael's Corner

The Art Of Storytelling In Business Communications And Public Relations. The post Contrast, a Poor Man’s Failure in PR Storytelling appeared first on Ishmael's Corner ~ Storytelling Techniques For Business Communications. Techniques For Effective Business Communications. What element is likely to underscore the narrative? Here’s a hint. It starts with an “F.”

McDonald’s Serves Up Failure and Fries in Business Storytelling

Ishmael's Corner

When we capture storytelling assets for one of our clients, no one proactively comes forth to share the time that something went horribly wrong. Yet, failure is one of the best techniques to bring tension or even drama to business storytelling. The Journal lead kicks off: “Vexed that some 30% of driver candidates flunk its traditional training, United Parcel Service Inc. is …”.

The Reason PR Fails Often Goes Back To Before the Storytelling

Ishmael's Corner

The Art Of Storytelling In Business Communications And Public Relations. The reason PR fails at storytelling often has nothing to do with understanding the makings of a good story or writing expertise. The post The Reason PR Fails Often Goes Back To Before the Storytelling appeared first on Storytelling Techniques For Effective Business Communications.

Publications Continue to Characterize Brand Journalism as “The Devil Wears a Keyboard.”

Ishmael's Corner

With the story “ The Invasion of Corporate News , The Financial Times became the latest publication to skewer brand journalism. I suppose the FT figured a headline along the lines of “You’re Too Stupid to Figure Out Journalism from Propaganda” might alienate readers. Stepping back for a moment, I’m still perplexed by the rancor that publications dish at brand journalism.

5 quotes that highlight the power of storytelling

PR Daily

Through compelling storytelling, brand managers can increase their organizations’ exposure, build relationships that lead to brand loyalty and gain the attention of journalists—without sending a pitch. Here are five quotes that show just how important storytelling can be to your organization: 1. Storytelling is about two things; it’s about character and plot.”—George RaganChat.

Flawed Dot Connecting from Washington Post Correlates Rise of PR to the Fall of Journalism

Ishmael's Corner

At some point, it became fashionable for these “poor me” stories to blame the PR industry for journalism’s shrinking job pool. And last year Pew put out the piece “ The Growing Pay Gap Between Journalism and Public Relations ” with number crunching that highlighted the pay disparity between the two professions. The best non-fiction storytelling on the planet comes from journalists.

Visual Storytelling Secrets: Think Like @Ekaterina

Social PR Chat

Social PR Chat caught up with the queen bee of visual storytelling: Ekaterina Walter! Who better to paint the image of how to use visuals, videos and social media to market your brand, than the Wall Street Journal bestselling author of Think Like Zuck , and the women who has led marketing and strategic innovation for huge Fortune 500 companies such as; Intel and Accenture. vHOWvHOcJe.

Scientific Study Correlates Storytelling to Gender-specific Outcomes

Ishmael's Corner

The Art Of Storytelling In Business Communications And Public Relations. I’ve been thinking about The Wall Street Journal article, “Why Good Storytellers Are Happier in Life and Love.” The story cites new research from the Journal of Personal Relationships — when my wife says I subscribe to everything, I now have a credible retort — that shows women find men who are good storytellers more.more. Techniques For Effective Business Communications.

Why brand journalism should focus on the human element

PR Daily

The key ingredient in successful brand journalism is people. Focusing on the people behind the product, the people using the product, the people helping others with the product and not the product itself is a core tenet of brand journalism. Its use of storytelling has helped spread the organization's message. Take Starbucks and its annual holiday cups. Business 2 Community.

Monday Roundup: Measuring Storytelling

Waxing UnLyrical

Every PR pro knows the importance of storytelling. Here are some tips on getting started measuring your storytelling efforts. Why: “And as any good PR pro knows, storytelling is also key to a successful campaign—yet it’s only half of the equation. 3 Ways to Measure the Results of a Business Storytelling Project. Marketing Mythology: The ROI of Storytelling.

Brand journalism explained—in Academy Awards terms

PR Daily

It’s the same with brand journalism. When multiple elements within storytelling and branding come together, PR pros—and the organizations they represent—are winners. As you watch the Oscars this month—and wait for Leonardo DiCaprio’s triumph or snub—this is how you can understand brand journalism in movie terms. It’s the same scenario with content in brand journalism.

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FIR Interview: Steve Rubel on Storytelling in the Age of Social News Consumption

Holtz Communication + Technology

To better understand the characteristics of news that gets shared—and the techniques journalists are employing—Edelman partnered with two journalism-focused firms to study the issue. PR practitioners who understand these issues can tailor their outreach to editors and reporters who are being held accountable for the number of clicks their stories generate. NewsWhip. MuckRack.

Six Narratives That Make up My Leave-behind Pack for Storytelling Workshops

Ishmael's Corner

One of the best parts of my job involves conducting storytelling workshops. I’m constantly refining the package shared with participants in our workshops for business storytelling. Enter storytelling stage left. If the bluest of the blue-chip management consultants have jumped on the storytelling bandwagon, they figure what’s the point in trudging down the corporate speak path.

The Future of Media in a Digital World

Spin Sucks

On October 13, I attended the event, “Journalism Disrupted, Journalism Reborn: The Future of Media in a Digital World” hosted by Weber Shandwick, that included a seriously impressive panel of experts—and perhaps most impressively, it was an all-women panel (one of the first times I’ve seen this in Silicon Valley). The Rise of Long-Form Storytelling. By Juliet Travis.

Without Tension, there is No Storytelling

Sword and the Script

It is a story,” according to a Storytelling Guide by Nasdaq Media Intelligence. The paper, which is quick and easy primer on storytelling, defines a story as “a character in pursuit of a goal in the face of some challenge or obstacle.”. This means revealing weakness transformed into strength, because without tension, there is no storytelling. PR brand journalism storytelling

Contrast as a Storytelling Technique in Business Communications

Ishmael's Corner

In conducting our storytelling workshops, the concept of contrast is one technique that always resonates with participants. On the visual storytelling side, the classic contrast immediately comes through: One of our clients, Alcatel-Lucent, put contrast to good use in communicating its vision as it embarked on a turnaround plan. I think of contrast as a poor man’s failure. Onions.

What Happens to Journalism When It’s All About the “Bass”

Ishmael's Corner

The Art Of Storytelling In Business Communications And Public Relations. A “turn-the-crank” mentality to generate a relentless stream of articles shapes journalism at many media properties. The post What Happens to Journalism When It’s All About the “Bass” appeared first on Ishmael's Corner ~ Storytelling Techniques For Business Communications.

5 tools to help PR pros measure storytelling efforts

PR Daily

PR pros have embraced storytelling more than ever before. Though media relations and other PR strategies have always contained elements of storytelling, the rise of content marketing and brand journalism means communicators must craft tales that their audiences want to read if they want to stay relevant and gain public favor. However, like many traditional PR strategies, measuring the impact and success of storytelling campaigns can seem an insurmountable task. Google Analytics is a vital tool for measuring storytelling efforts. Who Shared My Link. AirPR.