People love stories. Storytelling—and all it entails—builds emotional connections in ways other forms of communication cannot. Effective, purpose-driven storytelling in the corporate world can supply a strategic content pipeline for use across multiple channels. In a recent PRSA-IE webinar, storytelling experts from Inland Empire Health Plan (IEHP), Teresa Adamo and Travis Fowler shared Brand Journalism best practices and we’ve highlighted their tips and insights here.

Before we can talk about the power of storytelling and Brand Journalism, including as an employee recruitment tool, though, let’s first define “Story.”

To figure out what story is, let’s start off with what story isn’t:

However, all stories ever told can be summarized into three words: Conflict, Changes, Life.Almost all stories ever told – including those told in “Brand Journalism” style – follow the path of the hero’s journey. Think about your favorite movie or favorite novel and about the main character (the hero) who needs to conquer something and what it takes to do that.

We relate to these stories because they mirror our lives. Through the hero, we experience all the things – happiness, sadness, tragedy, joy, defeat and ultimately, victory.

 But in the world of public relations and marketing, we don’t produce 2-hour films or 10-part streaming service series. And although the “prose masters” among us would love to write 1,000-, even 2,000-word feature stories for our printed collateral products or press releases, that’s just not possible. People don’t have the time and external media doesn’t have enough newsprint or airtime to share stories that long.

So how do we translate the classic story form for what we call “Purpose-Told Story?” into stories that are:

While Brand Journalism is a form of content creation, it is different than content marketing – although there is some overlap. In basic terms, Brand Journalism approaches content to inform and engage through stories, using journalistic principles – while content marketing centers on driving sales and generating leads through more direct promotion. Brand Journalism means you can customize your offerings in support of your marketing goals.

 Some sample external distribution channels for these stories can include:

You could also distribute these same stories for:

Never underestimate the value of your internal audiences seeing these stories – they are your storytellers and your billboards, too!

However, and this is a “news scoop” many of you may already be keenly aware of – media, especially local media, runs leaner than lean nowadays. So, ready-made stories in written and video form or a combination of a press release with photos and links to b-roll footage can make it easier to pitch a story and provide everything a reporter would need – a perfectly wrapped media package. Add access to an executive for an interview for the bow on top!

Case Study from IEHP: Maria’s Story 

This is the story of Maria, an IEHP member, whose hero’s – or heroine’s – journey transformed from a sad and lonely place to a whole new lease on life. And at the age of 92! A transformation Maria shared with us and that she gladly shared with others, inspiring and encouraging neighbors and friends to experience vibrant health with the help of IEHP.

Maria’s story was given the full “Brand Journalism” treatment with multichannel distribution including:

 How to Become Your Own Newsroom 

So, if you are not yet incorporating Brand Journalism in your PR efforts, how can you start? Just like a story, start at the beginning: 

 The best types of storytelling (visual or print) accomplish some of the best attributes for purpose-driven storytelling:

Stories are all around you. As a representative for your organization’s public relations, keep your ears and eyes open for those stories, just as a journalist seeks out those news tips. Localize national stories, share testimonials. Then, watch those figurative “Brand Journalism” presses run!

A big thank you to the team at IEHP for broadcasting the webinar live from the studio and for the hands-on-deck approach to bringing such an incredible event to our members!