Brand journalism metrics surge during pandemic

Are communicators “essential”?

Not, of course, like health care workers and other first responders working on the front lines of the COVID-19 pandemic. But communicators are quite essential in their own way. In the midst of this crisis, and in the difficult transition to come, they provide an indispensable service to their organizations and their audiences.

Namely: Facts. Clarity. Understanding. Empathy.

No one’s doing this better than the vibrant brand journalism platforms owned and operated by companies across the spectrum. I checked in with a few editors and found that COVID-related content has on average doubled their pageviews in the last few months.

This is impressive stuff. These communicators are covering the pandemic like seasoned reporters and editors, which they are. (And if they weren’t before this, they sure are now.)

Brand journalists are delivering relevant, timely and insightful stories to their audiences every day.

Here’s a look at what exemplary brand journalism looks like in three very different industries: a hospital, a university and an airport.