Brand Journalism

Andy Bull

$284

Hardback

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English

Routledge
12 June 2013

Communication studies; Humanities; Media studies; Sales & marketing; Press & journalism; Advertising industry

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.

By: Andy Bull
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm, Spine: 20mm
Weight: 566g
ISBN: 9780415638098
ISBN 10: 0415638097
Pages: 288
Publication Date: 12 June 2013
Audience: College/higher education , Primary , A / AS level
Format: Hardback
Publisher's Status: Active

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.

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Brand Journalism

Andy Bull

$284

Hardback

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Brand Journalism

Andy Bull

$284

Hardback

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