Brand Journalism

Bull, Andy

ISBN 10: 0415638100 / ISBN 13: 9780415638104

Published by Routledge, 2013

About this Item

Ships in a BOX from Central Missouri! May not include working access code. Will not include dust jacket. Has used sticker(s) and some writing or highlighting. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes).

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Bibliographic Details

• Title: Brand Journalism
• Publisher: Routledge
• Publication Date: 2013
• Language: English
• ISBN 10: 0415638100
• ISBN 13: 9780415638104
• Binding: paperback
• Edition: 1st Edition.
• Condition: Good

About this title

Synopsis

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.

About the Author

Andy Bull has held senior positions at The Times, AOL, The Independent, the Mail on Sunday and the Sunday Express. He has produced brand journalism on behalf of organisations including Amnesty International, HSBC, Harrods, 20th Century Fox and Parlophone. He teaches at the London School of Journalism, and is author of Multimedia Journalism: A Practical Guide.