Brand Journalism

  • Filename: brand-journalism.
  • ISBN: 9781136185984
  • Release Date: 2013-06-26
  • Number of pages: 288
  • Author: Andy Bull
  • Publisher: Routledge



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. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation’s business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

Brand Journalism

  • Filename: brand-journalism.
  • ISBN: 9781136185991
  • Release Date: 2013-06-26
  • Number of pages: 288
  • Author: Andy Bull
  • Publisher: Routledge



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. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation’s business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

Brand Journalism

  • Filename: brand-journalism.
  • ISBN: 0415638100
  • Release Date: 2013
  • Number of pages: 277
  • Author: Andy Bull
  • Publisher:



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. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation's business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

Diy Brand Journalism

  • Filename: diy-brand-journalism.
  • ISBN: 1530554942
  • Release Date: 2016-03-14
  • Number of pages: 106
  • Author: Robert Peecher
  • Publisher:



At Mooncalf Press, we work with small to mid-level businesses to build an online marketing campaign centered around telling our clients' stories. We've taken the concept of brand journalism, up to now almost completely reserved for large corporations, and applied it to small businesses. Essentially, we become your company's newsroom.Typically the customers we work with have a website, they have a social media presence, but they do not know how best to use these marketing tools. And so their websites are stagnant and their social media accounts get no traction.We create content for our clients through a filter of brand journalism. This sometimes looks very different than traditional advertising or other forms of online content, but it has been very successful for our clients in building their brand awareness, their brand loyalty, and bringing customers through their doors.In DIY: BRAND JOURNALISM, we offer small business owners and marketing directors insight into how we approach a client's story to build a long term marketing strategy. Our goal is simple enough: We want to help small businesses improve their marketing and build better relationships with their customers and potential customers through authentic and compelling storytelling.Brand Journalism is different from other kinds of online marketing, but if you want to separate yourself from your competition and build stronger relationships among your customers, Brand Journalism is the best strategy to employ to reach your business goals.

The Basics of Customized Cross Brand Journalism

  • Filename: the-basics-of-customized-cross-brand-journalism.
  • ISBN: 1533412928
  • Release Date: 2016-05-24
  • Number of pages: 80
  • Author: Alicia "Waters"
  • Publisher: Createspace Independent Publishing Platform



The Basics Of Customized Cross Brand Journalism Is A Mini Introductory Handbook for Creating Journalism Success Your Way. This resource provides a nonlinear, non-traditional and un-institutionalized approach to brand journalism from a cross industries vantage point. Introduces the basics concepts and awareness needed for creating journalism success o your own terms. Provides concepts for cross brand journalism, lifestyle journalism and guest blogging for a variety of niches. Includes a journal style career planning section.

Digital Tools for Academic Branding and Self Promotion

  • Filename: digital-tools-for-academic-branding-and-self-promotion.
  • ISBN: 9781522509189
  • Release Date: 2016-10-31
  • Number of pages: 254
  • Author: Cabrera, Marga
  • Publisher: IGI Global



Reputation can be a pivotal factor to potential success throughout one’s academic career. By utilizing available technological assets and tools, professionals can effectively manage their personal brands. Digital Tools for Academic Branding and Self-Promotion is an authoritative reference source for the latest research on the interrelationship between digital branding and academic reputation. Showcasing relevant digital platforms and techniques, this book is a compendium of vital material for academics, professionals, practitioners, and marketers interested in effective reputation management.

Multimedia Journalism

  • Filename: multimedia-journalism.
  • ISBN: 9781135234805
  • Release Date: 2010-02-26
  • Number of pages: 512
  • Author: Andy Bull
  • Publisher: Routledge



Multimedia Journalism: A Practical Guide offers clear advice on working across multiple media platforms and includes guides to creating and using video, audio, text and pictures. It contains all the essentials of good practice and is supported by an Companion Website at: www.multimedia-journalism.co.uk which demonstrates how to apply the skills covered in the book, gives examples of good and bad practice, and keeps the material up-to-date and in line with new hardware, software, methods of working and legislation. The book is fully cross-referenced and interlinked with the website, which offers the chance to test your learning and send in questions for industry experts to answer in their masterclasses. Split into three levels – getting started, building proficiency and professional standards – this book builds on the knowledge attained in each part, and ensures that skills are introduced one step at a time until professional competency is achieved. This three stage structure means it can be used from initial to advanced level to learn the key skill areas of video, audio, text, and pictures and how to combine them to create multimedia packages. Skills covered include: writing news reports, features, email bulletins and blogs building a website using a content management system measuring the success of your website or blog shooting, cropping, editing and captioning pictures recording, editing and publishing audio reports and podcasts shooting, editing and streaming video and creating effective packages creating breaking news tickers and using Twitter using and encouraging user generated content interviewing and conducting advanced online research subediting, proofreading and headlining, including search engine optimisation geo-tagging, geo-coding and geo-broadcasting. Website access is free when the book or ebook is purchased. The registration key is on the final page of all editions of the book and ebook and is also on the inside front cover of the paperback edition.

Share This

  • Filename: share-this.
  • ISBN: 9781118404874
  • Release Date: 2012-07-10
  • Number of pages: 264
  • Author: CIPR (Chartered Institute of Public Relations)
  • Publisher: John Wiley & Sons



Share This is a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses. The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It’s a pragmatic guide for anyone that works in public relations and wants to continue working in the industry. Share This was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, Stephen Waddington, Stuart Bruce, Rob Brown, Russell Goldsmith, Adam Parker, Julio Romo, Philip Sheldrake, Richard Bagnall, Daljit Bhurji, Richard Bailey, Rachel Miller, Mark Pack, and Simon Collister.

Marketing the Moon

  • Filename: marketing-the-moon.
  • ISBN: 9780262026963
  • Release Date: 2014-02-28
  • Number of pages: 130
  • Author: David Meerman Scott
  • Publisher: MIT Press



One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang.

The New Ethics of Journalism

  • Filename: the-new-ethics-of-journalism.
  • ISBN: 9781483320953
  • Release Date: 2013-07-17
  • Number of pages: 256
  • Author: Kelly McBride
  • Publisher: CQ Press



Featuring a new code of ethics for journalists and essays by 14 journalism thought leaders and practitioners, The New Ethics of Journalism: Principles for the 21st Century, by Kelly McBride and Tom Rosenstiel, examines the new pressures brought to bear on journalism by technology and changing audience habits. It offers a new framework for making critical moral choices, as well as case studies that reinforce the concepts and principles rising to prominence in 21st century communication. The book addresses the unique problems facing journalism today, including how we arrive at truth in an era of abundant and unverified information; the evolution of new business models and partnerships; the presence of journalists on independent social media platforms; the role of diversity; the meaning of stories; the value of images; and the role of community in the production of journalism.

How to Innovate in Marketing Collection

  • Filename: how-to-innovate-in-marketing-collection.
  • ISBN: 9780133443110
  • Release Date: 2013-04-27
  • Number of pages: 1305
  • Author: Monique Reece
  • Publisher: FT Press



A brand new collection of authoritative guides to marketing innovation 4 authoritative books deliver state-of-the-art guidance for more innovative, more effective, more measurably successful marketing! This 4-book collection will help you bring world-class innovation to marketing and everything that touches it! Start with Making Innovation Work: a formal process that can help you drive top and bottom line growth from innovation throughout marketing and beyond. Packed with new examples, it will help you define the right strategy for effective marketing innovation… structure organizations and incentivize teams to innovate… implement management systems to assess your progress… effectively use metrics from idea creation through commercialization. Next, in Real-Time Marketing for Business Growth, top business consultant Monique Reece offers a proven, start-to-finish blueprint for igniting profitable, sustainable growth. Reece’s “PRAISE” process builds growth through six interrelated steps: Purpose, Research, Analyze, Implement, Strategize, and Evaluate/Execute. She demonstrates how to use fast, agile real-time planning techniques that are tightly integrated with execution… how to clarify your company’s purpose, customer value, and best opportunities… fix sales and marketing problems that have persisted for decades… accurately measure marketing’s real value… combine proven traditional marketing techniques with new social media practices… systematically and continually improve customer experience and lifetime value. Then, in Marketing in the Moment, leading Web marketing consultant Michael Tasner shows exactly how to drive maximum value from advanced Web, online, mobile, and social marketing. Discover which new technologies deliver the best results (and which rarely do)... how to use virtual collaboration to executive marketing projects faster and at lower cost... how to build realistic, practical action plans for the next three months, six months, and twelve months. Finally, in Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach invaluable lessons from one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald’s®. Larry Light, the Global CMO who spearheaded McDonald’s breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and Joan Kiddon illuminate their blueprint with specific examples, offering detailed “dos” and “don’ts” for everything from segmentation to R&D, leadership to execution. If you’re in marketing (or anywhere near it) this collection’s techniques can powerfully and measurably improve your performance, starting today! From world-renowned marketing experts Tony Davila, Marc Epstein, Robert Shelton, Monique Reece, Michael Tasner, Larry Light, and Joan Kiddon

New Brand Leadership

  • Filename: new-brand-leadership.
  • ISBN: 9780134194516
  • Release Date: 2015-05-23
  • Number of pages: 250
  • Author: Larry Light
  • Publisher: FT Press



New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.

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