The document discusses brand journalism and the tools in the Brand Journalists Toolbox Academy. It defines brand journalism as a hybrid of traditional journalism, marketing, and public relations that uses journalistic techniques to tell a company's story. It outlines the key aspects of public relations, including research, planning, implementation, and evaluation. It also discusses how marketing, content curation, and tools like Grammarly and Prowly can be used to practice brand journalism. The presentation aims to explain how brand journalism works and provide attendees with the skills and resources to build their own brand journalism strategies and newsrooms.

1. The Brand Journalists
Toolbox
. Academy

2. HOUSEKEEPING
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LET’S GET STARTED!

3. . Is a Set of Tools Designed to:
Help you build
audiences around
companies, brands
and people
Manage media
relations
Create great
content
Pitch your stories to
relevant audiences


4. NICOLE V. SCOTT
Digital Marketing/ PR for 7 years.
Happily joined Prowly in March 2016
Is terrified of windmills
 @NicoleVScott
 Nicole@prowly.com
 nicolevscot

5. AGENDA
1. Introduction
2. What Is Brand Journalism?
3. Public Relations
4. Journalism
5. Marketing
6. Content Curation
7. Prowly
8. Grammarly

6. What is
Brand Journalism:

7. Brand Journalism:
Hybrid form of traditional journalism, marketing and public relations.
It is a response that uses journalistic technique to tell its story to the public.

8. Brand Journalism Mix
Public Relations
Research
Planning
Defined Purpose
Achievement
Qualifiers
Journalism
Storytelling
Story creation is timely
and compelling
Marketing
Builds Brands Presence
Lead and conversion
focused


9. Public Relations
Step 1
Research
Step 2
Planning
Step 3
Implementation
Step 4
Evaluation


10. RESEARCH
Who? Who are the people with these needs?
What? What are the problems with what the customer currently uses?
Where? Where do we meet the audience with information?
Why? Why do customers use this service or product?

11. RESEARCH
1. Personal contacts (such as with key informants inside and outside the organization) •
“Water cooler” conversations
2. Casual media scanning (such as observing trends in newspaper and television coverage)
3. Participant observation (a research method in which the researcher, or public relations
practitioner, participates in the group or situation being studied)
4. Unstructured depth interviews (such as interviewing members of an advisory group, or
conducting focus groups) Analyzing business information (such as statistics about the
organization, the organization’s competitors, business environment)
5. Scanning the Internet to identify rumors that could affect the organization.

12. GOOGLE TRENDS

13. GOOGLE TRENDS

14. CONSIDERATIONS
1. How do people search for your brand? (Keyword)
2. What about your competitors?
3. When do searches trend?
4. Where is the interest?

15. GOOGLE TRENDS Sample - Insomnia

16. AUDIENCE(S) RESEARCH
1. Who is the customer? What are their needs?
2. What are the wants that our products satisfy?
3. What are the problems with the product that the customer is currently using?

17. PERSONAS

18. LISTENING TOOLS
1. Twitter
2. Social Media Management Platforms – Hootsuite, Tweetdeck, sproutsocial, Buffer
3. Conversocial
4. Social Mention
5. Topsy

19. PLANNING
1. What are the words and phrases we want to be known for?
2. How do we want to be perceived by clients?
3. How do we want to though of by audiences that matter?
4. How do we communicate with them? Are there
5. Are there significant events coming up?
6. What are our objectives?
7. Tactical and Strategic plans

20. STORYTELLING 1/2
• Talk about the brands roots
• Focus on values
• Create media that provides an immersive experience
• Focus on a key proposition - answer 'why us over them?'.
• Language and copy - is what you say emotive? Does it sound authentic? Is it in line with
the rest of the brand?
• Values - does your story get across what you stand for?
• Authenticity - we have to believe that the founders are experts.

21. STORYTELLING 2/2
• Great design - aim to delight people.
• Humble beginnings - instilling a sense of 'hey, I'm just like you!' can make your brand seem
a lot more personable
• Built out of passion - people will only get excited about your products if you're excited
about them too
• Solving a problem - solving a common problem creates a great storyline - use it to your
advantage.
• Detail the manufacturing process - show people how the products they're buying are
made.
• Founder is brand ambassador - bring out the personality of the company founder(s).

22. GRAMMARLY

23. GRAMMARLY Library

24. GRAMMARLY Sample

25. TYPES OF MEDIA
1. Brand Awareness – Information about your company
2. Industry News – Company/ Industry
3. Create and Sponsor – Thought Leadership
4. Lead Generation

26. MARKETING
1. User Experience
2. Customer Service
3. Diagnostic Content

27. DEFINING KPIs
1. Website Analytics
2. Social Media conversations
3. How many followers do you have compared to your competitors?
4. How fast is your following growing?
5. Positive vs negative sentiment about your brand?

28. CONTENT AUDITS
1. Perform an assessment on all owned media assets.
2. Review each pieces performance
3. Decide what is below standard and what is missing
4. Bring objectivity to the process (analytics, data, IA,SEO)

29. CONTENT AUDIT Sample

30. Brand Journals

31. BRAND JOURNAL
A Brand Journal brings all of your
content sources - blog posts, social
media channels, video channels, and
all other media (videos, images etc.)
together in one place. Watch your
brand’s unique story come alive in an
interactive, visually stunning, real-time
experience with only the relevant
information about your brand. It’s the
one source anybody will ever need to
know to really get to know your brand.

32. BRAND JOURNAL
A Brand Journal brings all of your
content sources - blog posts, social
media channels, video channels, and
all other media (videos, images etc.)
together in one place. Watch your
brand’s unique story come alive in an
interactive, visually stunning, real-time
experience with only the relevant
information about your brand. It’s the
one source anybody will ever need to
know to really get to know your brand.

33. BRAND JOURNAL
A Brand Journal brings all of your
content sources - blog posts, social
media channels, video channels, and
all other media (videos, images etc.)
together in one place. Watch your
brand’s unique story come alive in an
interactive, visually stunning, real-time
experience with only the relevant
information about your brand. It’s the
one source anybody will ever need to
know to really get to know your brand.

34. BRAND JOURNAL
A Brand Journal brings all of your
content sources - blog posts, social
media channels, video channels, and
all other media (videos, images etc.)
together in one place. Watch your
brand’s unique story come alive in an
interactive, visually stunning, real-time
experience with only the relevant
information about your brand. It’s the
one source anybody will ever need to
know to really get to know your brand.

35. PR and SEO should work together to
generate web traffic. All of the stories
created with Prowly are SEO super-friendly.
SEO COMPATIBILITY

36. With SEO Management you can easily
define the main criteria of your Brand
Journal’s visibility in search results.
SEO FEATURES

37. With Prowly you can easily create stories in
different forms. Use a template that fits you
content type, turn it into whatever you want
- press release, article, or interview.
PRESS
RELEASE/ARTICLE/
INTERVIEW TEMPLATES

38. NOW WE KNOW...
1. What Brand Journalism is & how public relations, marketing and journalism fit into the mix.
2. How to use each piece to make a brand journalism plan
3. Tools and methods

39. Thank You for Joining Us!
Questions/ Comments
Contact: Nicole@prowly.com
Interested in Building Your Very Own Newsroom?
Request a Demo: Olga@prowly.com