This is the third article in a three-part content series on brand journalism. This series, in partnership with MediaSource, a media relations and content production firm that specializes in brand journalism tactics, offers tips to communications professionals.
When you’re aiming to land major media placements, it helps to have some good luck—and then back up your lucky break with a lot of work and smart strategy around brand journalism.
That’s how The Ohio State University Wexner Medical Center won exclusives with TV’s “CBS This Morning” and The New York Times this past August, along with more than 250 hits in national and local media. A brand journalism campaign, which partnered a journalistically sound story with the medical center’s polished spokespeople, was the driver for placement success.
As Bob Mackle, director of media relations for the Wexner Medical Center, explains, the media campaign started when word got out that Dr. Ismail Nabeel, an assistant professor of general internal medicine at Ohio State, was one of a select group of people to receive a Google Glass. The device is a wearable computer, worn like a pair of eyeglasses, and can display online information to the wearer, as well as broadcast what the wearer is seeing.