How to conceive, create and launch your brand journalism site
What does it take to build a brand journalism web site that offers compelling content while showcasing your organization? Find out in this in-depth, soup-to-nuts case study about Advocate Health Care's site, “health enews,” which launched this year in a collaboration between the hospital and Ragan Communications. Veteran journalist and consultant Jim Ylisela and Stephanie Johnson, Advocate's Director of Public Affairs, walk you through all the steps.
Stephanie Johnson is an award-winning journalist and writer with more than 13 years of media and public relations experience. She oversees media relations, crisis communications and social media as Advocate Health Care's director of public affairs, and serves as editor-in-chief of Advocate's online newsroom, “health enews.” Before that, Johnson spent seven years as a segment producer for ABC News in New York where she produced national stories for both Good Morning America and World News Tonight.
James Ylisela Jr. is president and co-owner of Duff Media Partners Inc. Ylisela brings 30 years of experience in journalism, teaching and training to help organizations communicate better with constituents, employees, consumers and the media. Ylisela has written for newspapers, magazines and television. He works as an investigative reporter for Crain's Chicago Business. He has won a dozen awards for investigative reporting. From 1988 to 2001, he taught urban and investigative reporting in the master's program at Northwestern University's Medill School of Journalism. He also served as co-director of the Medill News Service, a graduate school operation serving newspapers in the Chicago region.