Brand Journalism

Author: Andy Bull

Publisher: Routledge

ISBN: 1136185984

Category: Social Science

Page: 288

View: 9586

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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

Author: Andy Bull

Publisher: Routledge

ISBN: 1136185992

Category: Social Science

Page: 278

View: 6276

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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

Author: Andy Bull

Publisher: N.A

ISBN: 9780415638104

Category: Business & Economics

Page: 277

View: 2720

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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.

Inside Content Marketing

Econtent Magazine's Guide to Roles, Tools, and Strategies for Thriving in the Age of Brand Journalism

Author: Theresa Cramer

Publisher: Information Today

ISBN: 9781937290061

Category: Business & Economics

Page: 208

View: 5424

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Marketers and brands are eager to cash in on the content marketing craze, but as EContent's Theresa Cramer points out, relatively few firms are doing it well. In fact, while a recent study shows that 90% of B2C marketers now have content marketing programs, just 34% rank their efforts to date as effective. In this book, Cramer's savvy guidance--drawn largely from incisive profiles and interviews with successful content marketers--demystifies the discipline and presents tactics and strategies that are working today. Cramer offers definitions and background, highlights minefields and misfires, and describes exciting new roles and opportunities for marketers, publishers, and journalists. Inside Content Marketing is more than a how-to guide--it's engaging, perceptive, and our editors' pick as this year's must-read business title for anyone who is determined to make it in content marketing and thrive in the Age of Brand Journalism.

Multimedia Journalism

A Practical Guide

Author: Andy Bull

Publisher: Routledge

ISBN: 1317646096

Category: Social Science

Page: 532

View: 2260

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Multimedia Journalism: A Practical Guide, Second edition builds on the first edition’s expert guidance on working across multiple media platforms, and continues to explore getting started, building proficiency and developing professional standards in multimedia journalism. The second edition features new chapters including: getting started with social media live reporting building proficiency with Wordpress building apps for smartphones and tablets building a personal brand and developing a specialism long-form video journalism, audio and video news bulletins and magazine programmes. The new edition also includes an extensive range of new and updated materials essential for all aspects multimedia journalism today. New areas explored include editing video and slideshows for mobile and tablet devices, the advanced use of mobile devices for reporting, location-specific content creation and delivery, the use of video and audio slideshows, and live blogging. Other updates include more material on photojournalism as a storytelling technique, using and transferring digital images and sound, the use of Google Analytics, and practical guides to storytelling through infographics, timelines, interactive graphics and maps. The book fully engages with multimedia journalism in relation to range of social media and web publishing platforms, including Wordpress, Blogger, Tumblr, Twitter, Facebook, Google+, YouTube, Instagram, Pinterest, SoundCloud, AudioBoom and iTunes. The book is also be supported by fully updated online masterclasses at www.multimedia-journalism.co.uk.

WordPress for Journalists

From Plugins to Commercialisation

Author: LJ Filotrani

Publisher: Routledge

ISBN: 1317229088

Category: Social Science

Page: 196

View: 8172

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WordPress for Journalists presents an in-depth and accessible introduction to using the content management system WordPress to produce journalism today. LJ Filotrani, an experienced multimedia journalist and website editor and creator, gives readers guidance on using the wide-ranging functionality of WordPress to create news and other forms of journalistic content. Readers will find everything they need to set up both a .com and a .org site, from naming the site and buying a domain to choosing a hosting package and keeping hackers at bay. Chapters also cover house style, how to create posts and pages, hyperlinking, embedding content, setting up widgets and sidebars and working with themes, plugins and SEO. There are sections on troubleshooting, HTML/CSS, RSS and curation, alongside advice on audience engagement and commercialisation. Chapters feature: step-by-step instructions on setting up and managing a professional website, with illustrative images throughout; comprehensive lists of the most useful apps, themes, sites and plugins; a guide to producing multimedia content online, including images, infographics, videos, podcasts and live streaming; expert interviews with professional journalists working successfully online; a glossary of terms. By bringing together real-world advice, detailed walkthroughs and practical tips and tools for best practice, WordPress for Journalists will inspire young journalists and content producers who are looking to widen their skill set and build their presence online.

Digital Tools for Academic Branding and Self-Promotion

Author: Cabrera, Marga,Lloret, Nuria

Publisher: IGI Global

ISBN: 1522509186

Category: Education

Page: 254

View: 501

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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.

Journalistic Writing

Building the Skills, Honing the Craft

Author: Robert M. Knight

Publisher: Marion Street Press

ISBN: 1933338385

Category: Language Arts & Disciplines

Page: 315

View: 3042

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"An indispensable guide." Richard Lederer, author of The Write Way, Sleeping Dogs Don't Lay, and Comma Sense --

Your Brand, The Next Media Company

How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships

Author: Michael Brito

Publisher: Que Publishing

ISBN: 0133480135

Category: Business & Economics

Page: 272

View: 4237

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Content is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company. There is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products they care about and the ones they don’t. In order to reach these consumers, brands must create recent, relevant, and game changing content to break through the clutter and successfully change their behavior. Social business pioneer Michael Brito covers every step of the process, including: Understanding the unpredictable nature and dynamic behaviors of the social customer Deploying social business strategies that will help facilitate the change from brand to media company Building a content organization and setting the stage for transformation Creating a real-time command center that will help facilitate reactive and proactive content marketing Creating a centralized editorial team that will drive content strategy, governance, and cross-team collaboration Building the content supply chain (workflows for content ideation, creation, approval, distribution, and integration) Enabling customers and employees (brand journalists) to feed the content engine Developing your content strategy that can be executed across paid, earned, and owned media content Transitioning from “brand messaging” to a highly relevant content narrative Evaluating the content marketing vendors and software platforms vying for your business Along the way, Brito presents multiple case studies from brand leaders worldwide, including RedBull, Oreo, Tesla Motors, Burberry, Sharpie, and Pepsi—delivering specific, actionable, powerfully relevant insights you can act on to begin the transformation from brand to media company.

People's Movements, People's Press

The Journalism of Social Justice Movements

Author: Bob Ostertag

Publisher: Beacon Press

ISBN: 9780807061664

Category: History

Page: 232

View: 6029

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America has a long history of protest and rebellion. In People’s Movements, People’s Press, Bob Ostertag recounts the history of the alternative print media that has arisen out of five social movements—abolition, woman suffrage, environmental, gay liberation, and Vietnam antiwar. By telling the story of the newspapers and magazines of these movements, Ostertag shows the power of the written word to mobilize activists behind a political cause. “This is a piece of our history that everyone concerned about the past and future of our democracy needs to know.” —Eric Foner, author of The Story of American Freedom “This is a wonderful book and a delightful read that deserves the attention of all who care about journalism and social justice.” —Robert W. McChesney, author of The Problem of the Media Bob Ostertag has written widely on political subjects, particularly those concerning Latin America. He is an associate professor of technocultural studies at the University of California, Davis, and lives in San Francisco.

Journalism and PR

News Media and Public Relations in the Digital Age

Author: John Lloyd,Laura Toogood

Publisher: I.B.Tauris

ISBN: 0857737414

Category: Law

Page: 160

View: 8373

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Public relations and journalism have had a difficult relationship for over a century, characterised by mutual dependence and – often – mutual distrust. The two professions have vied with each other for primacy: journalists could open or close the gates, but PR had the stories, the contacts and often the budgets for extravagant campaigns. The arrival of the internet, and especially of social media, has changed much of that. These new technologies have turned the audience into players – who play an important part in making the reputation, and the brand, of everyone from heads of state to new car models vulnerable to viral tweets and social media attacks. Companies, parties and governments are seeking more protection – especially since individuals within these organisations can themselves damage, even destroy, their brand or reputation with an ill-chosen remark or an appearance of arrogance. The pressures, and the possibilities, of the digital age have given public figures and institutions both a necessity to protect themselves, and channels to promote themselves free of news media gatekeepers. Political and corporate communications professionals have become more essential, and more influential within the top echelons of business, politics and other institutions. Companies and governments can now – must now – become media themselves, putting out a message 24/7, establishing channels of their own, creating content to attract audiences and reaching out to their networks to involve them in their strategies Journalism is being brought into these new, more influential and fast growing communications strategies. And, as newspapers struggle to stay alive, journalists must adapt to a world where old barriers are being smashed and new relationships built – this time with public relations in the driving seat. The world being created is at once more protected and more transparent; the communicators are at once more influential and more fragile. This unique study illuminates a new media age.

Commercial Communication in the Digital Age

Information or Disinformation?

Author: Gabriele Siegert,M. Bjørn Rimscha,Stephanie Grubenmann

Publisher: Walter de Gruyter GmbH & Co KG

ISBN: 3110416832

Category: Language Arts & Disciplines

Page: 278

View: 1146

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In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues.

New Brand Leadership

Managing at the Intersection of Globalization, Localization and Personalization

Author: Larry Light,Joan Kiddon

Publisher: FT Press

ISBN: 0134194519

Category: Business & Economics

Page: 250

View: 2545

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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.

Social Media for Journalists

Principles and Practice

Author: Megan Knight,Clare Cook

Publisher: SAGE

ISBN: 1446291197

Category: Language Arts & Disciplines

Page: 288

View: 5655

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"Untangles the jargon and sets out the route-map for how the social network can enable us to become major contributors to the multiplatform digital age. The right message, the right time - this is the right book for taking advantage of it all." - Jon Snow, Channel 4 News The essential guide to understanding and harnessing the tools of journalism today, Meagan Knight and Clare Cook show you how to master the enduring rules of good practice and the new techniques of social media. The book gives a thorough guide to principles and practice, including: How to find, write and break stories with social media An online journalism toolkit to get you started Using crowdsourcing to find and follow stories Getting on top of user-generated content The ins and outs of copyright and ethics Building your brand and making money The new economy of journalism and how to get ahead. More than a simple 'how-to' guide, this book takes you to the next level with its integration of theory and practice. It is a one-stop guide for students and practitioners of journalism.

Six Rules of Brand Revitalization, Second Edition

Learn the Most Common Branding Mistakes and How to Avoid Them

Author: Larry Light,Joan Kiddon

Publisher: FT Press

ISBN: 0134507959

Category: Business & Economics

Page: 256

View: 5886

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Are you responsible for reinvigorating your brand to achieve enduring profitable growth in a volatile world? Or for keeping a still-strong brand from fading in relevance and value? The Six Rules of Brand Revitalization, Second Edition presents an intensely practical blueprint for resurrecting or revitalizing any brand, and driving it to unprecedented levels of success. Larry Light and Joan Kiddon illuminate their blueprint with up-to-date case studies and specific examples from their unsurpassed brand experience, offering detailed "dos" and "don'ts" for everything from segmentation to RandD to executive leadership. You'll discover how to eliminate siloes, and refocus your entire organization around common goals and brand promises... restore brand relevance based on an ever-more-profound knowledge of your customers... reinvent your total brand experience, leveraging innovation, renovation, marketing, and value. Using McDonald's and other prominent examples, Light and Kiddon show how big brands get into trouble by committing several common mistakes… how to reenergize them… why hard-to-change bad habits can lead brands back into trouble again… and how to keep that from happening to your brands. Along the way, they demonstrate how to define and measure progress, rebuild brand trust within and outside the organization, create a "plan to win," and execute on it!

Marketing the Moon

The Selling of the Apollo Lunar Program

Author: David Meerman Scott,Richard Jurek,Eugene A Cernan

Publisher: MIT Press

ISBN: 0262026961

Category: Business & Economics

Page: 130

View: 3632

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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.

New Brand Leadership

Managing at the Intersection of Globalization, Localization and Personalization

Author: Larry Light,Joan Kiddon

Publisher: FT Press

ISBN: 0134194519

Category: Business & Economics

Page: 250

View: 9198

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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.

Journalism Ethics

A Casebook of Professional Conduct for News Media

Author: Fred Brown

Publisher: Marion Street Press

ISBN: 1933338806

Category: Language Arts & Disciplines

Page: 311

View: 9112

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Accuracy and Fairness.