- Brand journalism is a storytelling method, "Journalism 'from' - not 'about' - your brand."
- Brand journalism aims to tell a story about what is important to a brand, helps to connect with consumers or other stakeholders, and generate two-way communication and a build positive reputation.
- A great example of brand journalism is Coca-Cola Journey.
- Coca-Cola Journey is Coca-Cola's online magazine, which has been growing over the last 3 years. Coca-Cola Journey focuses on engagement on each social media site (such as Twitter and Facebook), creating interesting content from the business' perspective - not just about products of Coca-Cola. This podcast discusses "How Coca-Cola Mastered Brand Journalism":
- How Coca-Cola Mastered Brand Journalism http://buff.ly/2bivYEu
- Two very relevant quotes from the podcast come from Doug Busk - Global Group Director, Digital Communications & Social Media for the Coca-Cola Company:
- “We are all a part of this vanguard of publishers that are recognizing there’s not one way to connect with our readers and will happily leverage whatever engagement, sharing, faving, or liking techniques that the networks make available to us.” —@dbusk
- “Storytelling is an incredible way to pull back the curtains on what we do, why we do it, and how we do it.” —@dbusk
- Their stories subtly tell a story of the company's ethics, morals, goals and objectives.
Keep Australia Beautiful: Turning recycling ideas into realityNo matter where you are in Australia, in our capital cities or our regional centres, by the beach or in the bush, Australian's have embraced recycling more than most. But it wasn't always that way. Keep Australia Beautiful played a large part in helping turn Australia into a nation of recyclers, and the Coca-Cola Foundation has been with them for many years.
Happiness Cycle Rolls into MintoDid you know that only one-third of Australians get enough physical exercise? At Coca-Cola we aim to change this statistic by partnering with Bicycle Network to deliver thousands of new bikes to teenagers nationwide as part of The Happiness Cycle.
Run Commuting Takes Off Around the WorldFor Josh Woiderski, it started as an experiment. After his car was written off in an accident a few years ago, the long-time running enthusiast thought he'd forego buying a replacement by trying something new. He decided to run to work.- The following story is a perfect example of Coca-Cola's brand journalism; it brings attention to a very serious social and environmental issue, The Great Pacific Garbage Patch, and subtly mentions that Coca-Cola is a founding member of the alliance which is helping to clean it up:
Is the 'Great Pacific Garbage Patch' Getting Bigger?It was back in 1997, when Captain Charles Moore was sailing from Hawaii back to California, that he came across a swirling vortex of rubbish in the North Pacific Gyre. Now known as the Great Pacific Garbage Patch, and the symbol of the marine environment's threatened condition, Charles returned two years later to study the accumulation of debris and publish a scientific paper on his team's findings.- The Australian version of the Coca-Cola Journey site also features stories about Australian Olympians; Coca-Cola was a major sponsor of the Olympic Games, so they weren't constricted by "Rule 40". This meant that they could write stories and make social commentary about the Olympics and its athletes.
That's Gold: Meet Australian Swim Star Emma McKeonShe has 6 Commonwealth Games medals under her belt and is lighting up the pool at the Rio 2016 Olympic Games. Meet That's Gold ambassador Emma McKeon.- It is clear that Brand Journalism is everywhere these days, and therefore as PR professionals, we must be aware of it.
Brand Journalism - Coca-Cola
by
Fi25 Views
Fi25 Views
Embed
Show Templates
