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Brand Journalism by Andy Bull at Abbey's Bookshop,
Brand Journalism
— —
Andy Bull

Brand Journalism

Andy Bull

$98.99

Paperback

Hardback

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English
Routledge
17 June 2013
Communication studies; Humanities; Media studies; Sales & marketing; Press & journalism; Advertising industry
Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations.

This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher.

Areas covered include:

• Establishing the audience your brand wants to engage with

• Identifying your organisation’s business goals

• Developing a brand journalism strategy to help deliver those business goals

• Measuring the results of your brand journalism strategy

The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.
By:  
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 234mm,  Width: 156mm,  Spine: 18mm
Weight:   474g
ISBN:   9780415638104
ISBN 10:   0415638100
Pages:   278
Publication Date:  
Audience:   College/higher education ,  Primary ,  A / AS level
Format:   Paperback
Publisher's Status:   Active

Andy Bull has held senior positions at The Times, AOL, The Independent, the Mail on Sunday and the Sunday Express. He has produced brand journalism on behalf of organisations including Amnesty International, HSBC, Harrods, 20th Century Fox and Parlophone. He teaches at the London School of Journalism, and is author of Multimedia Journalism: A Practical Guide.

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