the brand journalist's toolbox

The Brand Journalists Toolbox

. Academy

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. Is a Set of Tools Designed to:

Help you build

audiences around

companies, brands

and people

Manage media

relations

Create great

content

Pitch your stories to

relevant audiences

NICOLE V. SCOTT

Digital Marketing/ PR for 7 years.

Happily joined Prowly in March 2016

Is terrified of windmills

@NicoleVScott

[email protected]

nicolevscot

AGENDA

1. Introduction

2. What Is Brand Journalism?

3. Public Relations

4. Journalism

5. Marketing

6. Content Curation

7. Prowly

8. Grammarly

What isBrand Journalism:

Brand Journalism:

Hybrid form of traditional journalism, marketing and public relations.

It is a response that uses journalistic technique to tell its story to the public.

Brand Journalism Mix

Public RelationsResearchPlanning

Defined PurposeAchievement

Qualifiers

JournalismStorytelling

Story creation is timely and compelling

MarketingBuilds Brands Presence

Lead and conversion focused

Public Relations

Step 1

Research

Step 2

Planning

Step 3

Implementation

Step 4

Evaluation

RESEARCH

Who? Who are the people with these needs?

What? What are the problems with what the customer currently uses?

Where? Where do we meet the audience with information?

Why? Why do customers use this service or product?

RESEARCH

1. Personal contacts (such as with key informants inside and outside the organization) •

“Water cooler” conversations

2. Casual media scanning (such as observing trends in newspaper and television coverage)

3. Participant observation (a research method in which the researcher, or public relations

practitioner, participates in the group or situation being studied)

4. Unstructured depth interviews (such as interviewing members of an advisory group, or

conducting focus groups) Analyzing business information (such as statistics about the

organization, the organization’s competitors, business environment)

5. Scanning the Internet to identify rumors that could affect the organization.

GOOGLE TRENDS

CONSIDERATIONS

1. How do people search for your brand? (Keyword)

2. What about your competitors?

3. When do searches trend?

4. Where is the interest?

GOOGLE TRENDS Sample - Insomnia

AUDIENCE(S) RESEARCH

1. Who is the customer? What are their needs?

2. What are the wants that our products satisfy?

3. What are the problems with the product that the customer is currently using?

PERSONAS

LISTENING TOOLS

1. Twitter

2. Social Media Management Platforms – Hootsuite, Tweetdeck, sproutsocial, Buffer

3. Conversocial

4. Social Mention

5. Topsy

PLANNING

1. What are the words and phrases we want to be known for?

2. How do we want to be perceived by clients?

3. How do we want to though of by audiences that matter?

4. How do we communicate with them? Are there

5. Are there significant events coming up?

6. What are our objectives?

7. Tactical and Strategic plans

STORYTELLING 1/2

• Talk about the brands roots

• Focus on values

• Create media that provides an immersive experience

• Focus on a key proposition - answer 'why us over them?'.

• Language and copy - is what you say emotive? Does it sound authentic? Is it in line with the rest of the brand?

• Values - does your story get across what you stand for?

• Authenticity - we have to believe that the founders are experts.

STORYTELLING 2/2

• Great design - aim to delight people.

• Humble beginnings - instilling a sense of 'hey, I'm just like you!' can make your brand seem a lot more personable

• Built out of passion - people will only get excited about your products if you're excited about them too

• Solving a problem - solving a common problem creates a great storyline - use it to your advantage.

• Detail the manufacturing process - show people how the products they're buying are made.

• Founder is brand ambassador - bring out the personality of the company founder(s).

GRAMMARLY

GRAMMARLY Library

GRAMMARLY Sample

TYPES OF MEDIA

1. Brand Awareness – Information about your company

2. Industry News – Company/ Industry

3. Create and Sponsor – Thought Leadership

4. Lead Generation

MARKETING

1. User Experience

2. Customer Service

3. Diagnostic Content

DEFINING KPIs

1. Website Analytics

2. Social Media conversations

3. How many followers do you have compared to your competitors?

4. How fast is your following growing?

5. Positive vs negative sentiment about your brand?

CONTENT AUDITS

1. Perform an assessment on all owned media assets.

2. Review each pieces performance

3. Decide what is below standard and what is missing

4. Bring objectivity to the process (analytics, data, IA,SEO)

CONTENT AUDIT Sample

Brand Journals

BRAND JOURNAL

A Brand Journal brings all of your

content sources - blog posts, social

media channels, video channels, and

all other media (videos, images etc.)

together in one place. Watch your

brand’s unique story come alive in an

interactive, visually stunning, real-time

experience with only the relevant

information about your brand. It’s the

one source anybody will ever need to

know to really get to know your brand.

PR and SEO should work together to

generate web traffic. All of the stories

created with Prowly are SEO super-friendly.

SEO COMPATIBILITY

With SEO Management you can easily

define the main criteria of your Brand

Journal’s visibility in search results.

SEO FEATURES

With Prowly you can easily create stories in

different forms. Use a template that fits you

content type, turn it into whatever you want

- press release, article, or interview.

PRESS RELEASE/ARTICLE/INTERVIEW TEMPLATES

NOW WE KNOW.. .

1. What Brand Journalism is & how public relations, marketing and journalism fit into the mix.

2. How to use each piece to make a brand journalism plan

3. Tools and methods

Thank You for Joining Us!

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