CorpComm Expo (CCE) recently announced that FedEx’s Bonnie Harrison, Manager of Global Content Production and Brand Journalism will present a seminar focused on brand journalism at 10 a.m. on the first day of the Nov. 15-16, 2016 event at Chicago’s Navy Pier.
The presentation by Harrison, entitled, “Branding Journalism Basics,” will offer an overview of the concept of brand journalism and how to use it effectively. The presentation will include examples of how this strategy is helping shape company reputation at FedEx as well as discuss how the Fortune 100 company takes one story and modifies it for different channels to help ensure maximum exposure.
Attendees will also:
- Understand what brand journalism is and what it isn’t, clarifying the difference between this approach, advertising and content marketing.
- Discover how to use brand journalism most effectively by exploring how FedEx chooses the brand journalism stories it covers.
- Learn how to modify stories to get the most usage.
“Brand journalism is storytelling in a journalistic style that relates stories about a company that makes readers what to know more by developing stories that do not read like marketing or advertising copy, said Harrison. Rather than talking at them, brand journalism is a way of creating interesting and relatable stories that engage your audience.”
