How to use brand journalism to engage your community

When seeking to engage internal audiences and emphasize crucial stories within your company, having a reporter’’ s eye can assist you discover the story gold.

In 1992, Karen and Morrill Worcester, owners of Worcester Wreath Company of Harrington, Maine, turned a surplus of holiday wreaths into a nationwide motion honoring our military heroes.

They began by making plans to position the wreaths at Arlington National Cemetery, in an area that had actually been getting couple of visitors. Today their company, Wreaths Across America , lays countless wreaths in countless areas throughout America, keeping in mind and honoring those who offered their lives for our nation and teaching the worth of flexibility to future generations.

As primary content officer for PenFed Credit Union, I recorded the company’’ s yearly weeklong expedition from Maine to Arlington this previous December. Along the method, we stopped at veterans, monoliths and schools’ ’ houses– and when we got here in Virginia, PenFed workers and our neighborhood were waiting to join us to lay wreaths in Arlington National Cemetery.

This extraordinary chance integrated PenFed’’ s core worths with Wreaths Across America’’ s objective, producing a genuine project that resonated with both of our audiences.

The Wreaths Across America cooperation is a fantastic example of how companies can utilize brand name journalism to develop awareness and affinity. Efficient brand name journalism links on a more individual level and communicates a brand name’’ s character. Top quality stories can develop a strong connection with your fans.

Measuring reach

Over the previous year, our group has actually utilized the power of social networks to share more than 1,100 stories, reaching 81 million individuals. Our efforts have actually assisted raise the profile of the cooperative credit union by informing engaging stories about our workers, neighborhoods and members.

Our little group shows daily that motivating, amusing and uplifting material is at the heart of brand name journalism. You put on’’ t require a big journalism group, or perhaps social networks professionals, to make an effect. The material for our Wreaths Across America effort, for instance, was generally shot (and even modified) on mobile phone.

.[COMPLIMENTARY GUIDE: Brand journalism and material marketing—– what’’ s the distinction? ]

Here are some ideas for methods your company can increase its social networks engagement and motivate the perky engagement of both the general public and workers:

1. Display workers. Shoot still images of staff members and inquire for 3 special pastimes, skills or other elements of their lives that even their closest associates might not understand. Inquire for pertinent images or video of those activities to utilize as engaging visuals. Focus on their competence – – if the staff member is a chef, for instance, consist of a preferred dish.

2. Emphasize members’ ’ special stories and reviews. Capture brief videos including the backstory of a member, customer or client on how their profession is special or methods they offer in their neighborhoods. Share brief videos (in between 15 seconds and one minute long) in which a member relives a favorable experience with the business. Among my preferred stories we’’ ve done functions a PenFed member in Texas who protected a car loan, enabling her to purchase the cars and truck of her dreams —– a blue Corvette.

3. Bring individuals together. Inspire your social networks following by showcasing staff members and members who are doing fantastic things to make their home towns and the world a much better location. You can likewise bring individuals together from your online neighborhood face to face to volunteer as part of a social work day.

PenFed Digital now hosts a quarterly across the country effort. Pictures and videos from our very first occasion reached almost 2 million individuals in a single week –– all thanks to people sharing their enthusiasm for service.

4. Establish a social networks ambassadors program. Obtain applications from coworkers to be your point individual at each service, workplace, or place. Train this ambassador to produce material and watch out for excellent stories. She or he can become your point of contact for visual properties around regional occasions.

5. Forge tactical collaborations with neighborhood influencers. Collaborations assist us get in touch with audiences in a significant and ingenious method by providing material that interest our shared following. PenFed has actually seen success teaming up with the Washington, D.C. location radio broadcast ““ The Tommy Show . ”


At its finest, brand name journalism develops awareness and affinity through top quality material that promotes engagement.

How are you utilizing brand name journalism to raise the stories of your group? Share your experiences in the remarks.

Andrea McCarren is vice president and primary content officer of PenFed Digital. She is a 23-time Emmy Award-winning reporter and was just recently called to the 2019 HillVets Top 100 list.

The post How to utilize brand name journalism to engage your neighborhood appeared initially on Ragan Communications .


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