Do your homework, build gradually, measure your results, and—to develop and sustain your credibility—approach your topics objectively.
Identifying the news hook and making the best use of your sources are two keys to creating compelling narratives on behalf of a client or your own organization.
What started as a sustainability blog has become a platform that tells stories, provides fodder for pitches and highlights news media coverage.
You don’t need the fan base of an iconic cola maker to tell your stories in a readable fashion, a Canadian organization demonstrates.
John Deere’s magazines cover stories as disparate as refugee agriculture in Rwanda and the birth of country music in Virginia. What you won’t find are stories about its products.
Want to find impressive game explosions? Curious about what IT skills offer opportunities for Jordanian women? Organizations’ news sites offer journalism-style reporting.
A new guide from Ragan and Guinness World Records offers tips for securing journalists’ interest before and after.
Former CEO Chip Wilson’s wife Shannon attempted to right the ship in a Bloomberg TV interview, but the damage was done.
You don’t need a mass audience to be a success. You do have to keep marketing at arm’s length. And there’s a role for content partnerships with mainstream media.
University of Utah Health Care illustrates that the core of good online marketing is good content. Bolstering engagement and monitoring ROI are just two pieces of the puzzle.
For starters, tell stories through people, not products. Hold writing workshops. And involve your customers.
To succeed in brand journalism, your communication staff must take on a newsroom mentality. Here’s how to get them to stop thinking like PR pros and start writing like reporters.
Defense contractor Raytheon hired a team of reporters, editors, and video producers and made a big splash on social media as part of its content marketing strategy.
A look at how these high-profile brands have transitioned into media companies, and how you can do the same.
The company recast its employee magazine as a consumer-facing website that is a highpoint for brand journalism.
