Brand journalism was never meant to replace independent news reporting

During one of the breaks during my daylong workshop in New Zealand, I sat down with Tom Pullar-Strecker, IT editor at the Dominion Post. We chatted about one of the workshop themes, the idea that companies have to think like publishers. Part of the discussion turned to brand journalism.

That wound up as the focus of Pullar-Strecker’s article, which is mostly accurate in reflecting my views. But I was mostly struck by the comments from Massey University journalism lecturer Alan Samson, who “was cynical about how much independence such writers would have, if push came to shove. Their work was a form of marketing, even if some of it might… Read More »

Marketers, keep your hands off of your company’s brand journalism

Call it what you will: content marketing, content strategy, brand journalism, braided journalism or just thinking like a publisher. Whatever you call it, just don’t call it marketing.

I’ve been making this point—one I thought was fairly benign and obvious—to clients and at conferences and workshops where I speak. But when a participant in my workshop in Sydney last week tweeted the sentiment, it got a rebuke, arguing that marketing departments need to stand back from content strategies was a harsh requirement.

Marketing is what companies do to promote and sell products or services. Organizatons produce plenty of it. Brand journalism,… Read More »

Supply chain partners’ practices could make your company a target

Greenpeace learned its lesson well.

Back in March 2010, in response to YouTube’s removal of a Greenpeace-produced parody TV commercial, the advocacy organization launched a campaign against Nestle that ultimately forced the powerhouse consumer products company to seek a new source for its palm oil. Palm oil from non-rainforest sources is more expensive and Nestle was taking its time trying to find an alternative, but the pressure—much of which targeted the company’s Facebook page—led them to switch suppliers much sooner.

This time around, Greenpeace didn’t wait for a trigger like company lawyers forcing YouTube to remove its video.… Read More »

Logo Twitter accounts are fine if they meet your audience’s needs

At a recent conference, I heard a highly-respected (and respectable) PR professional argue that Twitter accounts should always—always—be a real person with a real-person avatar. Logo accounts, he said, shold be avoided.

It’s not the first time I’ve heard this argument. In Shel Israel‘s book, “Twitterville,” Department of Defense consultant Mark Drapeau is quoted (from a Mashable.com post) saying, “Twitter is about people sharing information with other people. So how do one-dimensional organizational brands fit into the mix? When you think about it, they don’t.” Drapeau concluded: “Ban them altogether.”

Drapeau told Israel that real… Read More »

The complete Marketplace interview

On Wednesday, I was interviewed by Stacey Vanek-Smith, one of the correspondents for American Public Broadcasting’s “Marketplace.” The story covered the Downy fabric softener campaign to promote the product’s sleep-supporting qualities and, in particular, the social media dimensions of comedian Mike Birbiglio’s week of living in a New York Macy’s store window.

(My coverage of the Downy/Macy’s stunt is here; the comments are particularly interesting.)

My contribution to the story wound up being very brief, just one sound bite, but the actual interview ran nearly 17 minutes. With Vanek-Smith’s permission, I’m posting the audio of the… Read More »

Comic’s week in a window display: How short-term social campaigns can pay off

Earlier today, I gave an interview to American Public Broadcasting’s business show, Marketplace, about the role of social media in marketing campaigns. (The transcript and episode are here.) The story (which I believe is running tomorrow) was prompted by reports that fabric softener Downy was launching an interactive campaign featuring comedian Mike Birbiglio.

There’s nothing particularly new about the stunt that underlies the campaign. Starting today, Birbiglio is spending a week living in a Macy’s window display in New York sleeping on sheets washed in Downy. Birbiglio has incorporated his sleepwalking problem into his standup… Read More »

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