A great tactic in brand journalism is creating studies or company-owned data and organizing this into a newsworthy story. Statistics can be so newsworthy that your campaign can gain coverage months, sometimes even a year, after the original launch.
If you want to use a study from your brand, you need to use the news/brand journalism style of PR writing. Use this style if you want to tell a story from your brand in a credible way that appeals to your target audience.
Writing in this style means understanding "news value" as applied to a brand, which includes recognizing what your target audience cares about. Skilled brand journalism writers can seamlessly combine journalistic storytelling principles with elements of strategic communications. Mastering this style of writing also means understanding when a story is right for brand journalism and when it is too commercial. Using this writing style, an expert brand journalist can often transform a company initiative into a compelling story with real news value to a targeted audience!
Because consumers are accustomed to seeing journalistic style content on virtually every news media outlet, this style of content is credible. High-quality news style content can hold its own alongside stories written by the top news organizations in the world. This can boost credibility along with your message reach.
In May 2015, a new national survey revealed that most women don’t know the risks or symptoms females face when it comes to having a stroke. The survey, released by The Ohio State University Wexner Medical Center, found that only 11 percent of women could identify female-specific risk factors for stroke from a list and nine out of 10 weren’t aware that hiccups combined with chest pain are among the early warning signs of a stroke in women.
The story went out in May and it's still earning coverage. Check out Diana Greene-Chandos, MD, director of neuroscience critical care at The Ohio State University Wexner Medical Center in Prevention magazine. It's online now and expected to be in the print magazine in November.
MediaSource is a media relations and content production firm that specializes in brand journalism tactics. From news media coverage to consumer video tactics, MediaSource partners with the nation’s top hospitals and corporations to get their message to targeted audiences. MediaSource is best known for delivering brand buzz by amplifying messages across both earned media and company-owned media channels.