It’s About Brand Leadership, Not Marketing
I consulted recently with a team at one of the world’s most respected corporate advisory organizations. They wanted to know more about our strategic, proprietary model to building corporate online newsrooms that are vastly more effective at managing online brand image and reputation than anything else.
The consultancy, which advises the world’s leading corporations about best practices, had evaluated literally hundreds of corporate online “pressrooms” or newsrooms … and had zeroed in on our work to develop and manage Imperial Sugar’s online newsroom as the best example of using a new online model to effectively enhance corporate brand.
The head of the team said, “In a world of grossly mismanaged corporate brand images,” the Imperial Sugar newsroom is among the best they have seen. And, here’s why …
Our model for an online newsroom achieves corporate brand prominence, distinction and competitive differentiation within an industry. It defines leadership online because it reflects the vision of corporate leadership. It uses the appeal of news to become the center of discussion and interest within an industry sector. When you openly and honestly present the news, you open discussion that results in credible attention.
Our online newsroom model is not about the old-fashioned style of pushing out or shouting out marketing messages, meaningless press releases or promotional dribble. Such things are the antithesis of today’s style of online communication, media and brand-building. A corporation that uses an online newsroom to “market its messages” is making a big mistake that will ultimately harm that corporation’s brand image because it corrupts the fundamental credibility and integrity of news with the self-serving purpose of marketing.
Furthermore, it’s not about scampering to try to reach vast numbers of eyeballs because that’s irrelevant; it’s about reaching the right leaders, the most influential and important people within target audiences.
The online brand leadership news resources we build literally become self-liquidating – unlike traditional newsrooms – because they attract new business contact and inquiries, resulting in new revenue streams for our clients.
The News Group Net, a corporate journalism consultancy, develops and manages custom turn-key online newsrooms for organizations that want to expeditiously enhance brand positioning online and throughout their respective business and financial sectors by becoming the most respected, trusted, transparent and influential source of industry news. In the area of crisis management, this approach online is singularly the most important step any organization can take. It is a vast difference from what anyone else is attempting online … and, it works!
Related posts:
- Primary Audiences for Online Newsrooms
- PR vs. News Style
- Time to Streamline Online Newsrooms
- Online Newsroom vs. Online Cemetery
- Defining Corporate Journalism
Category: Brand Journalism, Featured
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David, the two biggest hurdles I find are (a) corporate hierachies with no internal champions to understand and “translate” the New Media message for fearful decision-makers and (b) territorial-protecting, short-sighted PR people, who want to continue burying their heads in the sand.
In time, of course, it will be the visionaries who lead. Great ideas here in the third-party recognition of your company’s leadership.