Comments on: Fundamentals of Brand Journalism http://www.davidhenderson.com/2010/04/17/fundamentals-of-brand-journalism/?utm_source=rss&utm_medium=rss&utm_campaign=fundamentals-of-brand-journalism Writer, communications strategist, Emmy Award winning former CBS News correspondent Tue, 22 May 2012 15:13:07 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Chris Davis http://www.davidhenderson.com/2010/04/17/fundamentals-of-brand-journalism/#comment-4502 Chris Davis Mon, 19 Apr 2010 15:32:06 +0000 http://www.davidhenderson.com/?p=6365#comment-4502 I agree. It is so deflating to see a company's website newsroom or eNewsletter that is nothing but fluff about the company or a reiteration of past/current news. Do you think the prevalent mindset by many companies and their execs of "entitlement" fuels the online newsroom graveyard? How can you get people with this mentality to realize that they must earn TRUST and DIFFERENTIATION with content that make the reader say, "this applies directly to my life, my situation, my future, and I'm in a better place now because I have read this"? I agree. It is so deflating to see a company’s website newsroom or eNewsletter that is nothing but fluff about the company or a reiteration of past/current news. Do you think the prevalent mindset by many companies and their execs of “entitlement” fuels the online newsroom graveyard?

How can you get people with this mentality to realize that they must earn TRUST and DIFFERENTIATION with content that make the reader say, “this applies directly to my life, my situation, my future, and I’m in a better place now because I have read this”?

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