Want to promote your business, brand or product?
Thought about online media platforms that allow easy access for clients to learn, purchase, review communicate with you about said brand or product?

Some household names as Jamie Oliver and Gwyneth Paltrow provide an excellent platform to understand how brand journalism works. Ragan’s Health Care Communication, in a review on Brand Journalism, recognised the efforts by these and numerous other well known individuals to promote their business or products online. Lisa Powell reviewed these efforts of Jamie Oliver with much positivity, reflecting that “he is practicing brand journalism like nobody’s business. Oliver has maximized his credibility in the kitchen and created a widely popular foodie website, From recipes to feature articles such as The Ultimate Guide to Pasta Shapes , Oliver’s website appeals to culinary enthusiasts everywhere. Content is updated daily and includes written posts, photos and how-to cooking videos”.

jamieolver goop

So the efforts to keep people buying your books, in Jamie’s case, is still an enormous task that apparently requires daily supervision.

This says a lot for Brand Journalism. It is not just a marketing scheme to trick buyers is feeling cared for and attended to by an online persona that wants to you enjoy their product. No, the efforts by Public Relations professionals and journalists to communicate with a company’s publics, whether that be 12 year old girls who love Barbie or 47 year old men who enjoy moccasins, have grown monolithically over the past 10 years.

Christine Onetto via Meltwater breaks the Brand Journalism process into 5 essential questions:

Answer the 5 W’s
Who: Who is your audience? Why is it important to them?
What: What’s the news you’re telling? (Make your point right away.)
Where: Location, if it’s important to the story.
Why: Why does a particular audience care about what you have to say? Show them why they should care, in what you write.
How: How did this happen, or how can your audience accomplish it?

With these questions in mind, especially regarding whether an audience will care for your story, we need to respect the level of effort required to monitor the public’s that follow your brand or product. If you cannot communicate effectively with them online via Facebook or Twitter or even Tumblr, your business will not flourish but rather fade.

Coca-Cola and the ‘Coca-Cola Journey’ is a great example of this effort, as they publicised the efforts they put into their PR team to ask those 5 questions and to broaden the scope of their online identity and communication. See the video below:

Moving along with Coca-Cola in mind, I think we all respect the necessity of using the brain of a journalist when creating and developing Brand Journalism for any organisation. The journalistic approach creates a far more intriguing and grabbing attraction than any PR release relating to a new product.

So if we were to combine the brains of a journalist and a public relations professional, we would create some kind of superhuman that would have the ability to create grabbing text lines that will successfully (we hope) attract the desired publics and even be passed around to new clientele. For the time being, I would like to call our superhuman ‘The Candycane’.

Amuse me if you will, on how amazing The Candycane would be if it could communicate online with a range of clients, by way of maintaining the loyalty of current clients but simultaneously attract and welcome new members. The Candycane would be some kind of wonderful mother that adopted hundred of children each day and never struggled.

As Pit Bull wisely sang “blessed to say, money aint a thang” the issue of funding a company to assist your organisation in maintaining your brand can be quite troublesome. However, if you can learn and respect the power of combining PR and Journalism together, you might just become your own The Candycane and blast your brand into an amazing new forefront.


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