The Nine Elements of Effective Brand Journalism

4) Don’t Just Communicate, Over-Communicate.

The brand journalist has to make sure all parties are on the same page … and stay that way. Make sure the client understands the purpose of each piece of content and how it fits into the greater scheme of things. When it comes to sources, ensure they understand they will be participating in a brand-focused enterprise and that they’re fully apprised of the story’s direction. If it’s brand content, it’s highly unlikely the story is an exposé, so you’re better off if you send a list of topics and questions in advance to those being interviewed for longer-form content, especially video and audio. It’ll allow the sources, who often aren’t rehearsed at being in front of a mic or camera, to be better prepared and, perhaps, see information that is missing from or incorrect in the focus of the story.

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