Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations.
This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher.
Areas covered include:
Establishing the audience your brand wants to engage with
Identifying your organisation's business goals
Developing a brand journalism strategy to help deliver those business goals
Measuring the results of your brand journalism strategy
The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.
| ISBN: | 9780415638104 |
| Publication date: | 17th June 2013 |
| Author: | Andy Bull |
| Publisher: | Routledge an imprint of Taylor & Francis |
| Format: | Paperback |
| Pagination: | 232 pages |
| Genres: |
Brands and branding Media studies: internet, digital media and society Market research |
Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations.This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher.Areas covered include: Establishing the audience your brand wants to engage with Identifying your organisation's business goals Developing a brand journalism strategy to help deliver those business goals Measuring the results of your brand journalism strategyThe book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.
Brand Management features in the following genres: Brands and branding, Media studies: internet, digital media and society, Market research
Paperback. £50.39, down from the £55.99 cover price. Not Available.
Brand Management was written by Andy Bull and published by Routledge an imprint of Taylor & Francis
Brand Management has 232 pages
£50.39, reduced from £55.99. Not Available.