How brand journalism boosts U. of Alberta’s visibility—and reputation

The university’s robust storytelling is reeling in a wider audience, landing more media coverage, and showcasing superstar faculty members.

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Alberta's brand journalism efforts

Where might one find the latest news and research about aquatic snapping worms, renewable energy, Scientology and dinosaurs’ sex appeal?

Look no further than the University of Alberta’s brand journalism site, folio, which hosts and posts robust reporting on a tantalizing array of topics related to science, tech, business, research and wellness.

Folio’s storytelling has reeled in readers, landed major media coverage and netted two CASE Circle of Excellence Awards—including widespread praise for its investigation into the possible Canadian origins of John’s Lennon’s song, “Imagine.”

If you’re on the fence about brand journalism, folio’s recent accolades offer proof that becoming your own publisher is perhaps the most reliable way to get your message out in a muddled media landscape.

“If you’re interested in getting your stories out to a wider audience, and you want the media to cover your organization more than it does now, our experience shows brand journalism works,” says Michel Proulx, folio’s editor.

Monitoring metrics and progress

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