Using Brand Journalism to Build Your Business

Updated: May 4



Pivot.

Repurpose.

Reimagine.

You have probably heard these three words A LOT lately. Brands and businesses are having to make some interesting changes due to the current COVID-19 pandemic. We are watching the local businesses we love so much pivot their operations, repurpose their product and/or service offering, or reimagine ways to do things in a new world.

Social media engagement and content consumption is up. Before COVID-19, you may have never heard the term Zoom before, but now it's a verb we use daily (as in "I'll just do a Zoom for this or that").

I keep saying that inspiration is the new education, which is the new advertising. And many people are taking to Zoom to do exactly that. People and communities are coming together to inspire, inform and assist more than ever before.

You have probably scrolled through social media and have maybe seen an interview or two take place. Brands and businesses are embracing what we call "brand journalism" -- they are becoming their own reporters to help people while keeping their brand or business top-of-mind.



Catching up with client Alair Homes Edmonton via Zoom.

I love brand journalism. Sharing stories is the heart and soul of how brands build meaningful relationships with their customers. It's a key tool in the PR toolkit, and we are using this tool more frequently than ever before.

However, if you don't have a media coach or PR pro on your team, you might not be so sure where to start. You might not understand the technology you can use to record and share your stories. You might not be sure what information is story-worthy to share. You might not be sure how to interview someone, and you won't do it because it's not something you've done before or are comfortable with. You might want to tap into the power of brand journalism, but you just don't know how to get started.

If you're seeing this out there in the social space these days, and you want to gain confidence to do the same, we can help you.



We offer media coaching sessions for 1 - 100 people, including mock scenarios, and we can do it all virtually via Zoom, Skype, UberConference, or Google Hangouts. We will show you in real time how you can do the same by doing it WITH you during the coaching session.

Ready to Zoom your business via brand journalism? Shoot me a DM or email at natalie@harperpr.com to learn more.


Need some examples?

Check out how we helped Alair Homes create the Alair "At Home" Show and got their team set up to conduct their own interviews with industry experts.





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