Using Brand Journalism in Crisis Communications
Learn How Brand Journalism Can Be Utilized To Effectively Navigate A Crisis Communications Scenario That Threatens Your Brand Reputation
In Brand Journalism for Dummies - Using Brand Journalism in Crisis Communications you will learn how brand journalism can be utilized to effectively navigate a crisis communications scenario that threatens your brand's reputation. We will share a case study example to illustrate a best practice approach to using brand journalism to establish the facts and set your narrative.
You won't want to miss this video as every brand eventually faces a crisis situation that puts your brand reputation at stake.
Brand Journalism is a tool that all brands should be utilizing in their day to day communications portfolio, and it is an essential for navigating crisis communications scenarios.
Every brand should have a crisis plan in place and should work preemptively to manage any looming crisis. That is where brand journalism can be very effective.
With brand journalism, you control your message. You define your narrative. You also communicate directly with your audience, unfiltered by a third party who will undoubtedly put their own spin on things, filtering your story through their own unique lens.
A PR crisis can strike at any time.
Immediate action encourages swift resolution.
In the best-case scenario, you are preemptive. Brand Journalism affords you the type of transparency that allows you to establish the facts, introduce your narrative so that the resulting media coverage is more likely to contain accurate, fairly balanced information.
With this video we will look at a specific case example from the Archdiocese of St. Louis. In July of 2019, the Archdiocese released a list of archdiocesan clergy with substantiated allegations of sexual abuse of a minor. The Archdiocese has a long history of using brand journalism effectively. We will show you how they used brand journalism in the release of this information. https://www.archstl.org/st-louis-revi...
This lesson and all of the brand journalism for dummies series is hosted by Ron Watermon, who has devoted a decade to becoming an expert in brand journalism by producing thousands of brand news stories. He was responsible for developing a television show distributed in eight states, a digital newsroom and an enterprise journalism unit for a major league baseball team.
