Running the News Desk: How to build an editorial process for brand journalism

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What You’ll Learn:: 

Today’s brand journalists have to deal with never-ending requests for content, from all quarters—and learn how to say, “NO!”

They direct traffic, feed all the channels all the time and steer the editorial process. Learn how to make the job description work.

In this session, Jim will show you how to:

  • Evaluate your in-house editorial resources and “evergreen” content
  • Establish editorial and style guidelines
  • Create a “news desk” to assign, edit, post and maintain the content on your site
  • Incorporate expert voices into your content
  • Balance content curation with original reporting and writing
  • Develop a brand “voice” and consistent writing style for your site
  • Create blogs, videos and social media to complement your stories

Learn to restructure your editorial process and set up the news desk to evaluate story ideas, assign them to writers and decide how to report them.

Learn to produce the content, across media channels, review your efforts and plan projects.

How do you get there? Evaluate story ideas, and figure out what’s required. Determine the best way to tell stories, and do some reporting to get what you need. Integrate creative communication across channels, internally and externally.

In this session, you’ll peek into planning processes at successful organizations that do brand journalism and find out about their story criteria. Discover how to make editorial meetings a dynamic tool for sharpening your coverage, not just a chance to delete old emails.

Curated content. Planning a story pipeline. Analyzing successes. Learn it all here in this must-see primer for launching your brand journalism website.

June 2013

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Presenter bio: 

James Ylisela

James Ylisela Jr. is president and co-owner of Duff Media Partners Inc. He 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 and 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.