7 brand journalism lessons from GE

For starters, tell stories through people, not products. Hold writing workshops. And involve your customers.

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When a doctor found a lump in the breast of Ileana Hancu, the General Electric physicist underwent weeks’ worth of inconclusive test results before she got the good news: No cancer.

Hancu, one of the leading MRI researchers in the U.S., didn’t like the prolonged uncertainty. She began working on what amounts to a high-definition MRI, says Tomas Kellner, managing editor of GE Reports, the company’s brand journalism platform.

If you think GE touted Hancu’s work in a press release, you’re wrong. Kellner, a former Forbes reporter, phoned her up, interviewed her, and published her story on GE Reports.

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