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Author Bull, Andy, 1956-

Title Brand journalism / Andy Bull
Published London : Routledge, 2013
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Description 1 online resource
Contents Cover; Title; Copyright; Dedication; Contents; Introduction; PART I How to Develop a Brand Journalism Strategy; 1 How McDonald's Invented Brand Journalism, and How Brand Journalism Saved McDonald's; 2 Who Do You Want to Talk to? Identifying the Community You Wish to Serve; 3 Establishing Business Goals and Developing Brand Journalism Strategies to Support Those Goals; 4 Making the Case for Brand Journalism Within an Organization: Putting the Structure in Place to Achieve Your Brand Journalism Goals
12 Your Branded Websites as Information Hubs for Customers and Potential Customers13 How Traditional Media, Including Customer Magazines, Fit into a Brand Journalism Strategy; PART III Brand Journalism Storytelling Paths; 14 Launching a Product: How Ford Uses Social Media to Launch New Cars; 15 Promoting and Covering an Event: How Blogging and Social Media Can Be Used Before and During a Conference, Convention, Exhibition or Sports Game; 16 Publicizing a Travel Destination: How a Ski Resort Uses Brand Journalism on Social Media to Increase Visitor Numbers
17 Building an Information Resource: How a Government Department Created a New Web and Social Presence18 Charity Fundraising: How charity:water Uses Social Media and Powerful Storytelling to Raise Funds for Its Cause; 19 Building a Geo-Located Information and Entertainment Resource: How Starbucks Uses the Full Range of GeoLocation Tools to Tell Its Story in Each of Its Stores; 20 Launching or Re-Launching a Customer Magazine: How Waitrose Repositioned Its Customer Magazine and Extended Its Brand Journalism Strategy
21 Creating a Media Toolkit: How a Charity Uses a Media Toolkit to Communicate with a Number of Audience Sectors22 Developing a Company News Resource: How Dow Chemical Reports on Itself and Its Activities as a Problem-Solver and Educator; 23 Managing a Crisis: How Dow Chemical Failed to Tackle the PR Crisis over Its Association with the Bhopal Disaster; 24 Establishing a Personal Brand: How Richard Branson Has Built His Personal Brand; PART IV Measuring the Results of Your Brand Journalism Strategy; 25 Social Media Monitoring and Analytics Tools
5 Your Brand Is Your Beat: How to Find Stories Within an Organization -- and How to Tell Them Compellingly6 The Ethics of Brand Journalism; PART II The Publishing Platforms to Use; 7 How Brand Journalism Gives Red Bull Wings; 8 Using Social Media Channels for Brand journalism; 9 Brand Journalism for a Mobile Audience: Mobile Social Media Platforms, Apps, Augmented Reality and QR Codes; 10 Brand Journalism Content Creation and Curation: Examining Blogs, Live Blogging, Curation, Data, White Papers, e-Books, RSS and Email Newsletters; 11 Specialist Online Communities and Webinars
Summary Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations. This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher. A
Bibliography Includes bibliographical references
Notes Print version record
Subject Advertising.
Branding (Marketing)
BUSINESS & ECONOMICS -- Advertising & Promotion.
Branding (Marketing)
Form Electronic book
ISBN 0203083571