A presentation I gave to a University of Toledo PR class Nov. 13, 2013, introducing the students to brand journalism. I talk about the concept, examples, about why/how those in public relations are best apt for brand journalism and how Chrysler Group has been doing it for years.

1. Brand Journalism
New Opportunity for PR
Public Relations Practices

2. The Path to Coverage
Image: Brandon C / http://is.gd/ydzQ2g

3. Traditional PR/Media Relations
Starts with a story idea
which turns into
a news release

4. Traditional PR/Media Relations
Then you have …
Media pitch/distribution
Cat Image: Josh Semans /
http://is.gd/RLq8Lt

5. Traditional PR/Media Relations
Then you wait …
If no, nothing
If yes, print/broadcast/digital
coverage

6. Brand Journalism
Start with a story idea
Image: Tsahi Levent-Levi / http://is.gd/aQ6Lhw

7. Brand Journalism
Then publish it
to company platform…

8. Brand Journalism
and reach your audience

9. Brand Journalism
“Instead of providing access to key personalities and emailing
quotes for a big story, why not just tell the story yourself?”
“Uncover powerful stories about your business, and give them to
your customers and prospects in such a way that they’re hungry
for more.”

10. Brand Journalism
“You’re skipping the middleman, essentially. You’re no longer hoping for a third party
to tell your brand’s story, you’re doing it yourself.”
“At Nationwide Children's Hospital in Columbus, Ohio, the PR
team defines brand journalism as blending actionable content
with expert guidance from the hospital's sources.”

11. Brand Journalism
Brand journalism is a as a way to
record “what happens to a brand in the
world” and create ad communications
that, over time, can tell a whole story of
a brand.
-Larry Light (right)
McDonald’s CMO 2004
http://brandjournalists.com/social-media/what-is-brand-journalism/

12. Brand Journalism
Brand Journalism can also be defined as using the
credibility and influence of news to tell a corporate story
in order to achieve competitive differentiation.
• It must embrace transparency, an understanding of
news values, and relevance to the concerns of an
audience.
• It invites a two-way conversation around those stories on
the full range of social media platforms.
• It marries this journalism with the core elements of
strategic PR and marketing communications –
visionary planning, research, incisive messages and a
defined purpose.
http://www.cbpp.uaa.alaska.edu/afef/brand_journalism_defined.htm

13. Brand Journalism
Now, what’s PR?
• “Public relations is a strategic communication process
that builds mutually beneficial relationships between
organizations and their publics.”
http://www.prsa.org/aboutprsa/publicrelationsdefined/#.UoJiC-I4nAE

14. Brand Journalism
Chrysler Group is doing it

15. Brand Journalism
And has been for years …

16. Brand Journalism

17. Let’s Connect
Mike.Driehorst@Chrysler.com
LinkedIn.com/in/Mike Driehorst
@Mike Driehorst

18. Links
How to Become A Great Brand Journalist To Augment Your Content
Marketing Strategy
http://www.forbes.com/sites/jaysondemers/2013/08/14/how-to-become-a-great-brand-journalist-toaugment-your-content-marketing-strategy/
Is ‘Brand Journalism’ the New PR?
http://www.mediabistro.com/prnewser/brand-journalism-pr_b44728
Hospital's media coverage increases nine-fold using brand journalism
http://www.ragan.com/Tomorrow/Articles/Hospitals_media_coverage_increases_ninefold_using_4740
6.aspx
Brand Journalism Enhances Your Social Media Strategy
http://www.salesforcemarketingcloud.com/blog/2012/08/brand-journalism-enhances-your-socialmedia-strategy/
Chrysler Group blog: http://blog.chryslerllc.com

19. Questions?