Brand Journalism requires big changes


My name is Ike Pigott, and you arrived here because someone you know passed along a link from a presentation I made. (If you are reading this Friday morning, June 21, 2013 – then I might still be speaking. How cool is that?)

My session on Brand Journalism was part of the Vocus PR Demand Success conference in Washington, DC.

You got here from this tweet:

“You need many levels of buy-in before you can embed your own newsroom.” – @ikepigott #Demand13

Your traditional communications team probably has people who specialize in the following areas:

  • External web
  • Intranet
  • Print periodical
  • Newsletter
  • Email marketing
  • Video services

Each approach requires its own “language,” and as such the people involved might have gravitated toward Silo Mentality.

The modern online newsroom, however, needs to embrace all of these. Partially because it’s a good practice for telling stories in the format that works best for that story — and partially because you are going to need all that content.

Fortunately, modern CMS applications are ubiquitous and cheap. Unfortunately, modern IT departments don’t always know how to configure the things you want (like a blog), and you have to do a lot of work just to get the platform you want to show off the work.

Share Button