“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.
All around Brand Journalism is too noisy. Marketers attempt to appropriate the label of this new form of journalism. And PR not just understand that is the end of intermediation. The Brand Journalism is journalism only, but is applied differently in each organization. Here are collected the best sources from this view of Brand Journalism.
When someone hears first about Brand Journalism, always find examples that could be. Many times they are not. For anyone has to determine whether an informative product is Brand Journalism, this post includes a number of requirements to be met. If the number of fail requirements exceeds to meets, or does not influence in any way, it’s not. It’s that simple.
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.
‘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.
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.