Thursday, May 8
Breakout Sessions: Set III
"Boosting Buzz Using Online Brand Journalism"
No longer do organizations need to rely on the filter of the news media to tell their story. However, today’s consumers are sophisticated, skeptical, and easily turned off by hard sell marketing messages. “Brand Journalism,” which uses journalistic style to put across the story of a company or product, has become very popular. It is listed by PRSA as one of the top 12 trends of 2012 and has also been highlighted by Entrepreneur magazine in its Branding issue. This session will present the secrets of successful digital Brand Journalism and enable attendees to participate in an interactive video exercise to learn the six key story topic criteria. Case studies from some of the nation’s top ranked academic medical centers will be used to show how Brand Journalism can achieve unprecedented ROI and even result in major news placements, such as an NBC Today Show story, resulting from the popularity of a blog post. The presenters will also share how your executives can be converted into Brand Journalism evangelicals and what criteria journalists and bloggers demand in a digital delivery system.
Lisa Arledge Powell, president, MediaSource
Robert Mackle, director of public affairs and media relations, The Ohio State University Wexner Medical Center