Brand Journalism

Catalog description

More businesses and organizations are becoming media creators, producing original blogs, videos, digital and print magazines, and other content. Brand journalism (also called content marketing) has quickly become a ubiquitous presence on the media landscape. Brands and content strategists frequently hire journalists to create this content, as they have strong news judgment, conduct solid research and reporting, and write what readers want and need. Public relations professionals may work on strategy, research, social media and content creation. In this course, students will learn how to apply journalistic techniques and practices to create original multimedia content and develop strategies for companies, nonprofits and brands. Students can expect to analyze and compare brands and their content, create customer personas and editorial calendars, write original blog and social media posts, design storyboards and more. Graduate Credit: This class is available for graduate credit.