This document discusses Denver Water's use of brand journalism to communicate with customers and the media. It outlines how the organization's communication has changed in the 24/7 news cycle environment. Denver Water created an in-house news team to generate stories that are published across various channels, including customer bills, employee newsletters, magazines, and social media. This has helped Denver Water become a trusted source of water information and increase media coverage. Examples are provided of creative stories that have been published. Tips are given for optimizing the reach and impact of brand journalism content.
8. Not a lot of time
8
“You know
my attention
span is longer
than yours,
right?”
9. Why change the way we communicate?
9
• Be the trusted source on all things water.
• Showcase our expertise and our people.
• Increase our share of the conversation.
• Build community with our customers.
• To what end?
– Enhance our reputation.
– Provide consistent information.
– Be prepared for the difficult conversations ahead.
11. News team
11
• Generate stories from around the organization.
• Filter those ideas and decide the best way to report
them.
• Assign, produce, edit and review content.
• Publish and deliver through all channels.
42. Tips to get your story seen
• Share on all channels
• Include a strong headline, teaser & image
• Paid promotions work
• Use your story/content as a media pitch
• Consider an e-newsletter with your stories
• Have an editorial calendar and “re-share”
5-10 years ago, if a main break happened in the field at 2 a.m., the media might get footage but they couldn’t do anything with it until their morning newscast at 5 a.m. Now, things happen in the field and instantaneously, they’re broadcasted publicly to a large audience. 24/7/365.
In public, anyone can see it – anyone can use it and it lives out there.
Avg attention span in 2000 was 12 seconds; down to 8 in 2013
Avg attention span of a goldfish is 9 seconds
This isn’t marketing/PR speak; not news releases;
Comprised of our public affairs team
It’s about the stories/content, not the channel.
This isn’t marketing/PR speak; not news releases;
Strategic w/our approach of when employees/internal know; that it works into presentations; Water Trailer; customer care; stakeholders – it’s an all-in communications approach.
https://denverwatertap.org/
This video story on ASR was produced in-house by Jay Adams in 2015. And we were able to use it over the past three years in various ways. It’s a perfect example of how and why we’re using this approach to communications. (PLAY VIDEO)
https://youtu.be/ytuEWuJRhDM
This video story on ASR was produced in-house by Jay Adams in 2015. And we were able to use it over the past three years in various ways. It’s a perfect example of how and why we’re using this approach to communications. (PLAY VIDEO)
https://youtu.be/ytuEWuJRhDM
A few years ago, it would have been unheard of for a news outlet to take our footage and use it in their story, but that’s exactly what happens today. Stations will not only use video and interviews we shot, they also will embed our videos in their entirety in news stories on their sites.
While we still offered a traditional media “photo opp” for this, in the end the stories that aired on TV were the footage and interviews from our story.
2016 - Successfully pitched the story to the 9News morning show (ran two live interviews with Bob and a recorded segment later in the day): http://www.9news.com/money/business/denver-water-exploring-underground-storage/350702620 (They linked to our story in their online story)
2016 - Next with Kyle Clark reached out for a story about ASR (is that fracking?) and used information/b-roll from our story. They got everything they needed for this piece from our story. (PLAY VIDEO)
The speed of information-sharing and amount of information being shared has exploded. While it can be more difficult to correct misinformation, we have an opportunity through content journalism to tell our own story, which is what we did in here.
That conversation spurred tips to 9News and resulted in this story (which we weren’t contacted for).
Through our proactive storytelling, we were able to address the issue head-on through our blog, and shared it through social media channels (and encouraged people to share on NextDoor).
9News ran a follow-up story based on our blog post, without contacting us, referencing the story we wrote!
That conversation spurred tips to 9News and resulted in this story (which we weren’t contacted for).
Through our proactive storytelling, we were able to address the issue head-on through our blog, and shared it through social media channels (and encouraged people to share on NextDoor).
9News ran a follow-up story based on our blog post, without contacting us, referencing the story we wrote!
That conversation spurred tips to 9News and resulted in this story (which we weren’t contacted for).
Through our proactive storytelling, we were able to address the issue head-on through our blog, and shared it through social media channels (and encouraged people to share on NextDoor).
9News ran a follow-up story based on our blog post, without contacting us, referencing the story we wrote!
https://youtu.be/BJ-YpEaJehA
https://youtu.be/NoWPdyTojn8
Remember – can be shot/edited on a phone and still be good.
Find the times to optimize
Find hooks and opportunities to share again and in different ways