Clean air agency informs through content curation

Don’t have time to write all the copy and shoot all the photos to create a brand journalism presence? One Washington state organization is drawing readers by curating others’ content.

Sure, brand journalism looks great when the big kids on the block do it—Coca-Cola, Adobe, HSBC and other deep-pocketed Buy n Large types.

It’s more daunting, though, when you run a one-person communications shop. Who has time to cover the news while strategizing with bosses, cranking out press releases and answering questions from journalists?

Meet Katie Skipper, communications director of the Northwest Clean Air Agency.

Skipper is the sole communicator for a three-county governmental agency responsible for regulating air quality in a scenic Puget Sound area north of Seattle. The former newspaper reporter oversees a just-launched website with a strong brand journalism feature.

The secret? Content curation—along with useful tools.

The agency seeks to establish itself as a resource for citizens and news media outlets by gathering and posting not only its own content, but also links to stories about air quality.

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