It’s not hard to envision an audience for a brand journalism website when you work for a consumer brand with a worldwide base of interested fans and stakeholders.
Think of the soft drink makers, the purveyors of sports gear or the airlines whose planes everyone flies in (or is dragged off).
It’s quite another for an organization whose name isn’t recognized among many in its home province in Canada. Alberta Energy Regulator’s new site, reSource, offers an example for communicators who fear their organization might not be sexy enough for brand journalism.
“It’s possible to practice brand journalism and not be Coca-Cola or McDonald’s or a fun brand like that,” says John Ludwick, manager and editor-in-chief of content and publishing. “Even for organizations like us … it’s possible to practice it and still be your brand and still be able to tell thoughtful, interesting stories.”