5 ways to freshen up an old story

Communicators often tell the same stories year after year. These tips can help transform a lackluster tale into a news gem.

Ragan Insider Content

Smart branding professionals are embracing brand journalism to tell stories directly from their organizations. What if your stories (and brand) feel stale?

Skilled brand journalists can take a ho-hum piece of content and uncover fresh angles that are relevant to their target audience. The result is media attention that often leaves communicators enjoying a new sense of creativity.

These tips can help you repurpose stories within your brand. (Editor’s note: The examples included below are all clients of MediaSource, except Buzzfeed.)

1. Know how to find new stories and sources.

When was the last time you assessed how and where you find stories? You might be looking in the wrong places.

Just as journalists must refresh their sources, you should consider looking to other departments or contacts to boost your creativity. A savvy brand journalist appreciates the tenacity and relationship building that’s needed to develop compelling content.

You can funnel stories from different departments and assign “beats,” similar to those covered by professional reporters. You’ll be able to reach out to different people for different topics within your company.

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