Tell your own story

How to find and tell great stories from within your organization

With the dwindling existence of local beat reporters, how are you working to break your own stories and stay in the news?

The news media world has changed radically.

You’re receiving fewer calls from longtime journalists you’ve built relationships with, and your media distribution list has withered. Yet your bosses are still demanding the same impressive media metrics.

The answer is to create your own news desk and break your own news.

Here are some tips:

1. Create a news desk: Form your staff from PR, corporate communications, marketing, internal communications, social media—anyone who produces content in the organization should be involved.

2. Establish editorial standards: Everyone needs to be on the same page about how you talk about the organization. Hint: The less you mention your brand, the better.

3. Assign roles: You’ll need an executive editor, managing editor, content coordinator, writers, social media editor and photographer or videographer.

4. Set up an editorial calendar: Base this around your organizational goals and strategies such as D&I, sustainability, growing executive thought leaders, etc.

5. Collect story ideas: During regularly scheduled meetings your editorial team will decide which stories make the cut and how best to tell them, as well as setting realistic deadlines for completion.

To learn more about brand journalism and developing a news desk, read the full report.

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