Create, market and measure brand journalism: Lessons from Wells Fargo Stories

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What You’ll Learn:: 

Sure, brand journalism sounds great, but it can be intimidating to launch. Come see what it looks like in action in this webinar from Wells Fargo.

Join Heather Sheriff and Arati Randolph and learn how to tell stories about employees, customers and your community in digital media. You'll learn:

  • • How to develop the right content strategy for your organization
  • • Best practices to blend social media strategy and traditional media relations
  • • Meaningful metrics to look for
  • • The power of advocates within your organization
  • • How to amplify content in your company's ecosystem

Financial headlines often dominate mainstream media. Yet experiences that represent Wells Fargo's vision and values may go unnoticed. Digital channels give organizations the opportunity to be their own publishers.

Learn about Wells Fargo’s “operating framework” for storytelling. Find out about content distribution and amplification, and how to measure and use your analytics.

Find out why Wells Fargo’s Corporate Communications team has pivoted from PR to P+R (publishing and relations). This allows the company to share compelling stories that drive reputational impact with all audiences—and engage their stakeholders directly.

Learn about “mining,” or digging deep within your organization to find the right stories. Take notes on how Wells Fargo’s content creators are assigned a beat, allowing windows into all areas of the company. Find out about story selection and how to tell a human story versus a corporate story.

Get smart. Get Ragan Training.

Type: 
Broadcast: 
August 2015
Pricing: 

unilimited access
to all videos

$1295
per year
 
Presenter bio: 

Heather Sheriff leads content strategy and execution for Wells Fargo Stories, the company's brand journalism website. She also heads Wells Fargo's company-wide internal communications channels, including its internal news portal and the Wells Fargo TeamTV network, which reaches more than 20,000 screens in some 6,700 office and store locations.

Before Wells Fargo, Sheriff was senior vice president at FleishmanHillard. She served in marketing communications, doing multichannel campaigns for Wal-Mart, AT&T, Sara Lee, Sleep Number and other big brands. She holds a B.A. in communications with a minor in marketing from Missouri State University.

Arati Sontakay Randolph leads enterprise and executive communications & new media for Wells Fargo. She directs Wells' communications strategy, content, storytelling, executive communications, infrastructure and channels. She led brand journalism, launching “stories.wellsfargobank.com.” She oversees communications technology for Wells' satellite network that delivers internal and external programming and the team member portal. She also manages internal communications for more than 265,000 team members. She also puts out publications such as the company's annual report.

A 17-year Wells Fargo veteran, she has led strategic comms for wealth, brokerage and retirement businesses, and done PR for capital markets, investment banking and international groups. Previously, she was a journalist for the Charlotte Business Journal. She was also an adjunct professor at the University of North Carolina at Charlotte. She is on the board of the Asian and Pacific Islander American Scholarship Fund. She has a B.A. from Boston College, and an M.A. from Appalachian State University. She lives in Charlotte with her family.