A Colorado university’s robust storytelling turns heads

Metropolitan State University of Denver’s brand journalism approach is engaging readers, grabbing attention and winning awards. Here’s a peek inside its operation.

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MSU Denver uses brand journalism to tell robust stories

Campus communication might not be a high-profile beat, but storytelling gold awaits those who dig beyond the often-prosaic crust of academia.

The team at Metropolitan State University of Denver has struck a particularly rich vein of emotion-packed, newsworthy stories by committing to a robust brand journalism approach. It takes more energy, effort and resources to unearth hidden storytelling gems and to mine sources around campus, but the strategy is paying dividends for the school.

MSU Denver recently reeled in a haul of CASE awards, which tout the excellence of the writing, reporting and video content featured on its RED digital newsroom and Early Bird publication.

Ragan contacted MSU Denver’s comms chief, Cathy Lucas, and John Arnold, the editor in chief of RED, to learn more about the team’s approach and strategic philosophy. Here’s what they shared:

Ragan: What’s the secret behind your approach to storytelling?

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