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How to Build a Newsroom Inside Your Company

How to Build a Newsroom Inside Your Company | Public Relations & Social Marketing Insight | Scoop.it
From blog.hubspot.com - March 6, 2014 2:12 AM

Companies everywhere are building corporate news operations. We talked to some of the best to find out how they did it.


... If you’re the CEO or CMO of a mid-sized or large brand, you may have started thinking about building an in-house news operation of your own. To help you get there, we’ve created an ebook, The CMO’s Guide to Brand Journalism.


The book will help you structure a team and figure out what obstacles you should expect to encounter and how to get over them. We also explain the structure of a newsroom, and how to map that structure to a corporate environment.


Also provided is an explanation of four business models adopted by various companies. The four models are explained via case studies developed by interviewing journalists and executives at Microsoft, IBM, GE, Intel, Adobe, and other companies....

Jeff Domansky's insight:

Excellent free ebook from HubSpot with great tips on brand journalism and operating an online newsroom.

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Why (And How) Brands Should Build Newsrooms

Why (And How) Brands Should Build Newsrooms | Public Relations & Social Marketing Insight | Scoop.it
From www.linkedin.com - July 21, 2013 10:18 AM

For an upcoming magazine column on the intersection of technology and publishing, I interviewed a number of smart thinkers about how brands should be self-organizing to create engaging, provoking, and ethical content (as opposed to inane social media filler).


One of the interviews I conducted was with Neil Chase, former New York Times editor and SVP at Federated Media, now a content strategy consultant (and friend). He had a lot to say on the subject of brand publishing — more than I can fit into my column — and I think every company ought to take heed. So I decided to post our conversation in its entirety....

Jeff Domansky's insight:

Great insight into online newsrooms, natîve advertising and brand journalism...

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It's Come to This: A Newsroom Devoted to Brands

It's Come to This: A Newsroom Devoted to Brands | Public Relations & Social Marketing Insight | Scoop.it
From mashable.com - October 17, 2013 8:33 PM
NewsCred has launched a newsroom for brands seeking content marketing.


Who says no one's investing in journalism anymore?


NewsCred, a six-year-old New York-based content marketing company known for licensing articles from The Economist and the New York Times to brands, is creating its own newsroom with 500 journalists.


The writers, photographers, videographers and digital artists on contract with NewsCred will be at the disposal of brands seeking original content. The company is being selective about whom it hires. The pay is also decent: a minimum of $500 per blog post and $1,000 per article. The journalists get 100% of the fees for such articles. A NewsCred rep says the content is a value-add; the company's real business is in licensing its software platform, which a brand can use to upgrade their marketing outreach....

Jeff Domansky's insight:

Fascinating trend but many questions will arise including ethics, costs, copyright, transparency, credibility, trust, editorial oversight, fact checking, and many of the other issues that have plagued many of the old media or launched several of the new digital media.

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