Is brand journalism changing how companies share their Story?
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At its core, all storytelling is about making connections. That’s what the great storytellers do. That’s what great brand journalism does. Successful brand journalism shares great stories AND engages its target audiences in a way that builds community and leads to even more shared storytelling.
A successful brand journalism platform is a home for information, knowledge and context. It doesn’t sell as much as it informs. And by making a comfortable, engaging home for information, for education, even fun, a successful brand journalism platform becomes an attractive cyber watering hole and a hangout that provides immense benefit to its publishing organization.
As Maria Perez, director of online content for PR Newswire put it a few years ago, “Consumers want more from companies than just products and services – they want to know companies care about them, about their goals, their dreams, and their lives. When done right, brand journalism allows companies to connect with consumers more personally than through a traditional ad.”
Brand journalism offers the opportunity to make a self-publisher into a thought leader, resource and trusted advisor.
At WordWrite, we believe that if you can’t do something for yourself, you can’t do it for someone else. So as the traditional news media continues to evolve because of competition from non-traditional sources and other pressures, WordWrite started its own brand journalism platform.
The Pittsburgh 100 is part of a national brand journalism network of more than 20 regional publications, ranging from Alaska to Dallas and Dubai. Based upon focus group research of executives, the network’s publications focus on stories of exactly 100 words and videos of exactly 100 seconds. The Pittsburgh 100, published 25 times a year, provides a consistent journalistic platform to share the thought leadership of clients while at the same time providing a broad perspective on the local community from coffee shops to events, personalities and restaurants.
To promote our brand journalism platform, we maximize social media, where we post to Facebook, Twitter, Instagram and LinkedIn. We’ve built great relationships on social with local businesses.
Is brand journalism a replacement for journalism itself? As a firm founded by journalists, and a team of PR pros who work with journalists every day, our answer is a firm “no.”
As a team of communications professionals committed to creating true engagement by building attractive cyber watering holes and hangouts that provide benefits to their sponsors and to the communities they serve, we believe there's room in the 21st century for journalism and brand journalism.
We welcomed NK Architects, a sustainability-focused architecture firm with dual locations in Pittsburgh and Seattle, to the WW family recently. With a firm belief that zero-carbon buildings are the key to climate change, NK Architects employs more certified Passivhaus (Passive House) designers and consultants than any firm in the western hemisphere. Learn more here.
March was a busy month as we hopped around to several events in between client meetings and projects. We got the scoop on the latest Pittsburgh news at the annual meetings for VisitPittsburgh, the Pittsburgh Downtown Partnership, and the Carnegie Library of Pittsburgh, learned more about marketing automation at a TEQ Council workshop and networked at the Women’s Leadership Council Wine Tasting Event.
Best Robotics recently announced their newest HUB at Carnegie Mellon University School of Computer Science to make STEM education accessible and inclusive and to engage middle and high school students in the PIttsburgh region. We were thrilled to work with the team at Best Robotics to make this announcement. Be sure to check them out on KDKA’s Sunday Business Page.
As always, thank you for reading!
Paul Furiga WordWrite Communications LLC
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April 2018 WordWriter
411 Seventh Avenue Suite 1125
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