Brand Newsroom23: Is Traditional Journalism Influenced By Advertisers?

Recent news stories for the Daily Telegraph UK and Australia have shed light on interesting influences within the traditional journalism sector.

Are newspapers biased to the brands who advertise with them?

Are we being provided with the full story? How do we determine the news story and the advertising story?

If brand journalism is moving into the traditional journalism sector what impact does this have on the public? It is becoming more and more evident stories are influenced by the brands that pay for advertising?  How far can the traditional media be pushed?

In Episode 23 of Brand Newsroom, Nic HayesSarah Mitchell and James Lush discuss  recent pitfalls and scandals in traditional media.

Links: Terry McCrann ‘About streets ahead on good policy’

Peter Oborne resignation article for opendemocracy.net

Research from The Economist Group shows a big difference between how marketing departments are implementing content marketing strategies and what the C-Suite wants. Is your content marketing hitting the mark? Are you producing content to influence the way your executive team is making decisions? Are you creating content the C-Level wants to consume?

In the episode the team discusses how to engage with the budget holders. In 2015 there will be more content marketing created than ever before but is it the right type of content for the audience you’re trying to attract? Decision makers often speak a completely different language to your brand audience.

Nic HayesSarah Mitchell and James Lush discuss how to engage with the influencers in their language and tell you what content you should be producing for top executives.

Links: 

Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audience

New B2B Content Marketing Research: Focus on Documenting Your Strategy

Image credit: MKH Marketing

Episode #21 of Brand Newsroom debates whether Metro Train’s Dumb Ways to Die was a success. A recent opinion piece in Mumbrella calls into question whether the multiple award-winning campaign was effective in reducing train accidents and improving rail safety. Is Dumb Ways to Die marketing or is it entertainment?

Nic Hayes, Sarah Mitchell and James Lush debate the merits of the project from the viewpoint of content marketing, PR and broadcasting.

What’s your opinion about Dumb Ways to Die?

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Episode #20 of Brand Newsroom discusses how PR is changing in the digital age. James Lush, Sarah Mitchell and Nic Hayes are joined by special guest Trevor Young, aka The PR Warrior. Trevor lends his expertise to the discussion about where PR, content marketing and advertising are intersecting and where they’re not.

The edges are blurring for the way business communicates with the wider public. What is public relations? What is content marketing? What is advertising? How do brands know where they should be spending their money and how do they find service providers?

Links:

How to Pitch the Modern Journalist

The leaked New York Times innovation report is one of the key documents of this media age