Should Brands Have Newsrooms?

Brand newsrooms are a hot new trend in marketing. To believe the hype, every brand should be staffing up with journalists and going 24/7. In reality, the model’s not right for the majority of brands.

gdecugis‘s insight:

Brian Solis wrote “every brand should become a media to earn relevance“.  And the trend for companies to partially become media companies is strong. This interesting article looks at whether this means they should have their own newsroom because they can (as Virgin’s Mobile head of global marketing Ron Faris puts it “We created our newsroom for a fraction of what it costs to create a 30-second spot“), whether they should rely on an agency or whether they should simply pass.

While I would tend to agree with Saya Weissman’s conclusions that going all the way to a newsroom isn’t appropriate for all brands, I see a larger in-between opportunity around content curation for brands. Producing unbiased, relevant and engaging content on a regular basis is not only tough: it might be impractical. Building on external sources and 3rd-party content has always been an interesting way to enlarge any discussion.

See on www.digiday.com

  • Torus Copywriter

    As a digital content writer article curation has become a large part of the social digital scene for brands. Creating a blog amongst the topical news curated and thereafter pushing into the digital highway through social media is a great way for brands to become the news to a selected audience.

  • Torus Copywriter

    As a digital content writer article curation has become a large part of the social digital scene for brands. Creating a blog amongst the topical news curated and thereafter pushing into the digital highway through social media is a great way for brands to become the news to a selected audience.

  • Anonymous

    Self Glorification Was Never The Best Option!!

  • Anonymous

    Thank you Jonathan M. Katz for this brilliant expose. The Haiti tragedy
    is the latest example in a long line of pest, disease and invasive
    species “own-goals” resulting from well-meaning interventions. Failure
    to systematically address the bio-security risks of transporting large
    numbers of people and products into a new environment continue to
    undermine aid efforts across the world. Examples include: Congress weed
    (which affects crop yields, biodiversity and human and animal health)
    that appears to have been introduced to India and Africa through
    contaminated food aid grain shipments; the larger grain borer (which
    attacks stored maize and cassava) that is believed to have been
    introduced into Africa through food relief shipments; and the western
    corn root-worm beetle (a pest that costs North America up to US1 billion
    per year) that was probably introduced to Serbia during US military
    assistance. Simple, cheap and proven risk analysis procedures could have
    averted all these tragedies. Let’s hope that the lessons from the Haiti
    tragedy are learned by the development community. An ounce of
    prevention is worth a ton of cure!!