“Periodismo de marcas” is a treatise on brand journalism for journalists and business executives who want to implement it in their organizations. The book argues that this discipline is genuine journalism, away from the metaphor of journalism or imposture. Its implementation involves setting new goals in brand communication and a profound transformation of the business organization.
In the newsroom, the Coding Editor profile is necessary?
Anette Novak, media innovation consultant, proposes creation of Coding Editor in digital newsrooms. The task of this editor would review the source code of the news created. This post discusses the challenges the use of HTML5 in journalism and suggests integrating the Coding Editor functions in journalists and their supervisors.
The creation of a Brand Newsroom is the last stage of the implementation of a Global Content Strategy. Therefore, the Brand Journalism is a new corporate culture that reaches transversely across the organization. To be the Brand Newsroom, the corporation has undergone a thorough and personalized communication process innovation. Obviously, not everything that is advertised as Brand Newsroom is.
Content types that require aseptic processing to communicate better
A study by YouGov and Reuters Insitute on native advertising reveals that users consider sacred certain content types. The list can be moved from media to maps contained in content strategy. The report reveals that the acceptance data of native advertising are very poor and hurt the media.
‘Airbnbmag’: questions and answers about their brand journalism
Airbnbmag is a travel magazine released by the Airbnb brand in collaboration with Hearst and is a paradigmatic example of brand journalism. This post analyzes the magazine and the aspects that define it as an operation of brand journalism, away from marketing and public relations.
The brand journalism in the ethical code of journalism
The revision of the code of ethics of the journalists of Catalonia invites to check the adjustment of the brand journalism to this precepts. This post revises the ethical and moral criteria of the profession and concludes that brand journalism, when exercised rigorously, meets the deontological standards.
Taking advantage of the last session of the Confab Central 2016 and the publication of a monograph on content strategy by the IEEE, it should make an historical review of discipline. The information sources are the self experience and contributions in the Content Strategy Forum.