“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.
What is an newsroom of brands and their criteria define
Explanation of how it is structured and works a newsroom of brand. Comparison with a modern drafting media. The reaction rate is not as important. Neither the UGC is so important in most cases. Instead, we must take into account the proximity of the components of the newsroom and the presence of authority that validates content publication.
Analysis of four models brand newsroom organization in terms of its capacity, its internal management and its relationship with external suppliers. Assessing their strengths and weaknesses. And shows what kind of companies or institutions benefit best from each. The models are theoretical and should be considered a starting point for each company’s suited to their needs.
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.
The artificial reach of brand journalism by Coca-Cola
Analysis of the known data on the use of Expression of Interest (EoI) rate Coca-Cola. The low score on the natural reach of the content activates automatically promotional action for this content. A priori, the index provides neither potential audiences data nor contribution of brand value of these audiences.
Historical review the theoretical concept of Sources Journalism. At first is theorized the news from a single source from the perspective of the media that published them. Subsequently was analyzed from the perspective of the production of information pieces for the media. This theoretical view is opposed to the discipline of Brand Journalism.
The risks of false identification of Brand Journalism
The confusion between brand journalism and content marketing or PR, when identifying all products as journalism is a mistake that pose risks to the brand. When is not brand journalism, generating measurements useless results; the reality is makeup without a journalistic commitment; betraying the trust of the receiver; and identifies the brand with values of very low quality journalism.