PRSA NJ Panel on Brand Storytelling and Content Marketing

Click above to listen to our podcast from our October 19, 2017 session on brand storytelling, courtesy of Lubetkin Media Companies.

Special Thanks to Our Event Sponsor

Media relations has been a mainstay of the PR industry for decades, but that’s changing, especially as newsrooms shrink. Companies large and small are now telling their own stories, publishing them on SEO-enhanced online news hubs, and getting bottom-line results.

Brand journalism (also known as content marketing) is dramatically changing how we practice PR. Skillfully written news reports that resonate with customers and humanize a company’s message are the new PR frontier.

This seminar provided attendees with a high-level overview of the new PR (also called inbound marketing), and step-by-step instructions for how to put it into practice, including how to create a powerful online newsroom that combines thought-leadership blogs, news stories, videos, podcasts and social media to propel you to the top of search engine rankings.

Podcast Courtesy of Steve Lubetkin

Topics covered:

  1. Creative use of inbound marketing/brand journalism to get results on a small budget
  2. Be strategic by giving your PR plan a bottom-line focus on outcomes
  3. Identify, research and analyze target publics
  4. Do keyword research and develop messages for those publics.
  5. Harness the power of storytelling to connect with your customers
  6. Support and leverage your storytelling strategy with WordPress, SEO, influencers, social media, video and online news hubs
  7. The basics of building an online news hub
  8. Don’t forget to measure outcomes

Our presenters included:

Lindsay Moskal

Senior Strategist

Litzky Public Relations


Steve Lubetkin

Managing Partner

Lubetkin Media Companies


Justin Gianninoto

Director, Digital Strategy

Stern Strategy Group



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