All Entries in the "Corporate Journalism" Category
It’s About Brand Leadership, Not Marketing
We 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.
Online Newsroom vs. Online Cemetery
The brand-enhancement potential of using today’s powerful and influential online tools to dramatically broaden awareness for any organization is significant and proven. Organizations ranging from Samsung and Cargill to Imperial Sugar and the LA Kings recognize that legitimate news attracts meaningful attention.
Primary Audiences for Online Newsrooms
It is a misperception in the PR business that the primary audience of an organization’s online newsroom is the news media.
PR vs. News Style
I was being interviewed the other day by a global corporate consultancy about the success of the online newsroom model of ISCNewsroom.com versus other, more stereotypical corporate newsrooms. It comes down to one word … Style.
News Alert: Steve Jobs is Speaking!
Good friends – senior execs in the field of corporate communications – tell me of getting calls from executive search recruiters who are trying to fill senior level PR positions at Dell Computer in Austin, Texas. A couple have gone through the interview process … “It’s like falling down a rabbit hole,” one said.
Seven Steps to Making News in the Digital Era
I delivered the keynote address at the annual meeting of the Hampton Roads Economic Development Authority in Norfolk, Virginia. The subject was Making News in the Digital Era.
Next-generation online newsrooms bring stories alive
Ever since the dawn of what’s called Web 2.0 around 2004, a wide spectrum of exciting online tools have fueled an explosion in blogs, online sharing, web-based communities, social networks, streaming video and greater user control over online content.
Is Social Media a Mile Wide, Inch Deep?
I have a concern that today’s frenzy over social media might be leading us down a slippery slope of communications shallowness. While a proponent of the 140-character concept of such things as Twitter, if it’s embraced as a primary tool for communications, as some suggest, its lack of depth can have adverse impact on a corporation’s image and reputation.
Defining Corporate Journalism
“Corporate journalism” is more grounded in the expertise of strategic communications and journalism than social media. There is more vision in brand journalism, a clearer purpose. It requires authentic expertise to practice brand journalism.
