| Introduction |
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1 | (4) |
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PART I How to Develop a Brand Journalism Strategy |
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5 | (80) |
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1 How McDonald's Invented Brand Journalism, and How Brand Journalism Saved McDonald's |
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7 | (14) |
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2 Who Do You Want to Talk to? Identifying the Community You Wish to Serve |
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21 | (14) |
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3 Establishing Business Goals and Developing Brand Journalism Strategies to Support Those Goals |
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35 | (13) |
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4 Making the Case for Brand Journalism Within an Organization: Putting the Structure in Place to Achieve Your Brand Journalism Goals |
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48 | (17) |
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5 Your Brand Is Your Beat: How to Find Stories Within an Organization - and How to Tell Them Compellingly |
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65 | (9) |
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6 The Ethics of Brand Journalism |
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74 | (11) |
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PART II The Publishing Platforms to Use |
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85 | (86) |
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7 How Brand Journalism Gives Red Bull Wings |
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87 | (13) |
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8 Using Social Media Channels for Brand Journalism |
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100 | (24) |
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9 Brand Journalism for a Mobile Audience: Mobile Social Media Platforms, Apps, Augmented Reality and QR Codes |
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124 | (10) |
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10 Brand Journalism Content Creation and Curation: Examining Blogs, Live Blogging, Curation, Data, White Papers, e-Books, RSS and Email Newsletters |
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134 | (14) |
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11 Specialist Online Communities and Webinars |
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148 | (9) |
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12 Your Branded Websites as Information Hubs for Customers and Potential Customers |
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157 | (7) |
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13 How Traditional Media, Including Customer Magazines, Fit into a Brand Journalism Strategy |
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164 | (7) |
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PART III Brand Journalism Storytelling Paths |
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171 | (62) |
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14 Launching a Product: How Ford Uses Social Media to Launch New Cars |
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173 | (6) |
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15 Promoting and Covering an Event: How Blogging and Social Media Can Be Used Before and During a Conference, Convention, Exhibition or Sports Game |
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179 | (8) |
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16 Publicizing a Travel Destination: How a Ski Resort Uses Brand Journalism on Social Media to Increase Visitor Numbers |
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187 | (3) |
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17 Building an Information Resource: How a Government Department Created a New Web and Social Presence |
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190 | (6) |
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18 Charity Fundraising: How charity: Water Uses Social Media and Powerful Storytelling to Raise Funds for Its Cause |
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196 | (5) |
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19 Building a Geo-Located Information and Entertainment Resource: How Starbucks Uses the Full Range of Geo-Location Tools to Tell Its Story in Each of Its Stores |
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201 | (8) |
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20 Launching or Re-Launching a Customer Magazine: How Waitrose Repositioned Its Customer Magazine and Extended Its Brand Journalism Strategy |
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209 | (4) |
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21 Creating a Media Toolkit: How a Charity Uses a Media Toolkit to Communicate with a Number of Audience Sectors |
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213 | (3) |
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22 Developing a Company News Resource: How Dow Chemical Reports on Itself and Its Activities as a Problem-Solver and Educator |
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216 | (5) |
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23 Managing a Crisis: How Dow Chemical Failed to Tackle the PR Crisis over Its Association with the Bhopal Disaster |
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221 | (6) |
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24 Establishing a Personal Brand: How Richard Branson Has Built His Personal Brand |
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227 | (6) |
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PART IV Measuring the Results of Your Brand Journalism Strategy |
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233 | (38) |
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25 Social Media Monitoring and Analytics Tools |
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235 | (16) |
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26 Monitoring and Analysing Your Branded Websites, Blogs and Email Bulletins |
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251 | (14) |
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27 The Last Word: Good Content = Good SEO |
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265 | (6) |
| Index |
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271 | |
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