Brand Journalism for Corporate Communicators

Brand Journalism for Corporate Communicators

Nov. 18 - Dedham, Massachusetts
Standard Price: $895
Price: $795
Member Price: $645

Led by Mark Ragan and Jim Ylisela

  • Find your "brand" voice
  • Transform your organization into a media outlet
  • Build a new editorial structure to get stories out
  • Use social media to boost traffic

Twitter hashtag: Raganjournalism

Product Code: YZBJ
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  • Your instructors:
    Mark RaganMark Ragan, CEO of Ragan Communications, is a former award-winning political and investigative newspaper reporter. He currently acts as editor in chief of four major news sites for corporate and organizational communicators.
    Jim YliselaJim Ylisela has more than 30 years of experience in journalism, teaching and communications consulting. Jim also taught for 13 years in the graduate program at Northwestern University's Medill School of Journalism.

Are you ready for brand journalism?

Brand journalism combines real reporting and lively storytelling (that's the journalism), with your organization's experts and experiences (that's the branding). A few organizations have figured out a new way to tell their stories, using the tried-and-true methods of journalism to engage their audiences and boost their competitive advantage.

In this one-day workshop, Mark Ragan and Jim Ylisela will share the principles of brand journalism and show you how you can apply them to your own organization.

You'll leave this workshop knowing how to:

checkmark Write and manage content that appeals to today's hectic reader
checkmark Organize your communication strategy around a standard newsroom
checkmark Use original and curated content to be the leading publisher in your niche
checkmark Create content that is so useful that people will be compelled to share it—over and over again
checkmark Become the #1 destination for customers and potential customers—and get this done on a tiny budget
checkmark Master the 10 email techniques that increase readership and brand loyalty
checkmark Integrate social media and content to boost your website traffic
checkmark Generate leads for your sales force by writing must-read white papers for your customers
checkmark Build a subscription list of customers, the media and key influencers and keep them coming back for more
checkmark Measure the success of your content strategy

You'll also learn how:

  • Smart companies like The Coca-Cola Company are organizing their PR departments into newsrooms
  • To apply the 3 principles of 'brand journalism' to gain the trust of readers
  • You can persuade senior VPs, the CMO and CEO that NOW is the time to act
  • The role of authentic, low-cost video in your content master plan
  • How to integrate Twitter, Facebook, Linked In and Pinterest into your content strategy