"When the lights went out at the Super Bowl on 3 February 2013, a metaphorical light bulb went on above the head of one of the editorial marketers working for Nabisco, makers of the Oreo cookie. And in that moment, real-time content marketing went mainstream…"
Our latest white paper looks at how the brand newsroom approach has evolved, bringing together key trends in PR such as brand journalism, storytelling and real-time content marketing.
Written by digital media consultant Jon Bernstein, formerly of New Statesman and Channel 4 News, it goes beyond the buzzwords to explore the approaches that are working for today's brand communicators.
Leading communications experts such as Stephen Waddington, President of the CIPR and Ketchum's Digital and Social media Director, Will Sturgeon, Executive Director of GolinHarris, Neville Hobson, Consultant and co-presenter of the For Immediate Release podcast, and many more, provide insights into the latest trends in PR and give their advice on putting them into practice.
So what is the brand newsroom approach?
The brand newsroom approach essentially takes content marketing one step further with the communications team modelling themselves in a similar way to a traditional newspaper or broadcast newsroom in order to create and publish high quality and timely content on behalf of their organisation.
How can this paper help your comms strategy?
The rise of the brand newsroom will guide you through the principles of the brand newsroom approach while giving you step by step advice on building your organisation's own newsroom as well as 8 simple tips for making it a success.
The piece ends with case studies of Shazam, Moneysupermarket.com and Oslo airport demonstrating how the theory works in practice. They explain how the brand newsroom has helped them deal with everything from media relations to crisis communications.
We hope you enjoy it and are very much looking forward to hearing your thoughts!