Training Course on Brand Journalism and Corporate Storytelling for Content Strategists

Course Outline

 

Module 1: Foundations of Brand Journalism and Corporate Storytelling

ü  What is brand journalism and how does it differ from traditional marketing?

ü  The power of authentic storytelling for brand building and trust

ü  The role of the content strategist as a "brand journalist"

ü  Benefits of a journalistic approach to corporate communications

ü  The evolving media landscape and the rise of owned media

ü  Practical Session: Analyzing examples of excellent brand journalism from leading companies and discussing their impact.

Module 2: Identifying Compelling Brand Stories and Themes

ü  Where to find stories: employees, customers, products, history, industry trends, company values

ü  The "storytelling audit": assessing existing content and identifying gaps

ü  Developing strong narrative themes aligned with brand messaging

ü  Techniques for uncovering hidden stories and human interest angles

ü  Creating a story bank and content backlog

ü  Practical Session: Brainstorming potential brand stories for a hypothetical company based on its values and operations.

Module 3: Journalistic Research, Interviewing, and Fact-Checking

ü  Best practices for conducting interviews (internal and external sources)

ü  Active listening and asking probing questions to uncover details

ü  Gathering credible information and supporting evidence

ü  Fact-checking and verifying information for accuracy and transparency

ü  Research tools and techniques for content creation

ü  Practical Session: Conducting a simulated interview with a "subject matter expert" to gather information for a story.

Module 4: Crafting Engaging Narratives: Writing for Brand Journalism

ü  Principles of journalistic writing: clarity, conciseness, objectivity, inverted pyramid

ü  Structuring long-form articles, features, and blog posts

ü  Writing compelling headlines, introductions, and conclusions

ü  Incorporating quotes, anecdotes, and data effectively

ü  Adapting writing style for different audience segments

ü  Practical Session: Writing the lead paragraph and outline for a brand journalism article based on provided information.

Module 5: Visual Storytelling and Multimedia Content Creation

ü  The importance of visuals in brand journalism (photos, infographics, videos)

ü  Principles of visual hierarchy and design for content

ü  Sourcing and selecting compelling imagery

ü  Basic concepts of video storytelling for brand narratives

ü  Using simple tools for graphic design and multimedia integration

ü  Practical Session: Selecting appropriate images and planning visual elements for a brand journalism piece.

Module 6: Content Strategy and Editorial Planning for Brand Journalism

ü  Developing a content strategy roadmap based on brand journalism principles

ü  Creating an editorial calendar for consistent content publication

ü  Mapping content to the customer journey and business objectives

ü  Organizing content themes, topics, and formats

ü  Resource planning for content creation (writers, designers, videographers)

ü  Practical Session: Developing a partial editorial calendar for a brand's owned media channels for one quarter.

Module 7: Content Distribution, Amplification, and SEO for Stories

ü  Strategies for organic content distribution (website, blog, email newsletters)

ü  Leveraging social media for content promotion and engagement

ü  Understanding SEO best practices for brand journalism content (keyword integration, topic clusters)

ü  Earned media opportunities for journalistic-style content

ü  Content syndication and repurposing

ü  Practical Session: Identifying SEO keywords and related topics for a brand journalism article.

Module 8: Ethical Considerations and Credibility in Brand Journalism

ü  Maintaining journalistic integrity and objectivity in brand storytelling

ü  Disclosure and transparency in sponsored content and brand advocacy

ü  Avoiding bias and sensationalism

ü  Fact-checking and accuracy as cornerstones of credibility

ü  Managing corrections and updates

ü  Practical Session: Discussing ethical dilemmas in brand journalism scenarios and proposing solutions.

Module 9: Measuring the Impact of Corporate Storytelling

ü  Defining KPIs for brand journalism and content effectiveness (e.g., engagement, traffic, sentiment)

ü  Using analytics tools to track content performance

ü  Measuring brand lift, trust, and reputation

ü  Demonstrating the ROI of brand journalism initiatives

ü  A/B testing and content optimization based on data

ü  Practical Session: Analyzing a content performance report to identify insights and make recommendations for future content.

Module 10: Building a Storytelling Culture and Future Trends

ü  Strategies for fostering a storytelling culture within an organization

ü  Empowering employees to become brand storytellers

ü  Overcoming internal barriers to authentic storytelling

ü  Emerging trends in brand journalism (e.g., AI in content, immersive storytelling)

ü  The future of owned media and its strategic importance

ü  Practical Session: Developing a plan to encourage and facilitate employee storytelling within an organization.

About Our Trainers

The training will be delivered by a team of highly experienced Brand Journalists, Content Strategists, and former Editors with extensive backgrounds in corporate communications, digital marketing, and traditional journalism. Our trainers bring a wealth of practical experience in uncovering compelling stories, producing high-quality editorial content, and building credible brand narratives. Their expertise ensures that participants gain cutting-edge knowledge and actionable skills to transform their brands into trusted publishers.

Quality Statement

We are committed to delivering high-quality, practical, and relevant training programs that empower professionals to excel in their roles and contribute significantly to the success of their organizations. Our courses are continually updated to reflect the latest industry trends, regulatory changes, and best practices.

Admission Criteria

ü  Participants should be reasonably proficient in English. 

ü  Applicants must live up to Phoenix Center for Policy, Research and Training admission criteria.

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free
2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.
3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.
4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.
5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Simply send an email to the Training Officer on training@phoenixtrainingcenter.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254737296202

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Phoenix Center for Policy, Research and Training Limited should be paid in advance, 5 days to the training.
2. Invoice: We can send a bill directly to you or your company.
3. Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.
2. Participants may cancel attendance 14 days or more prior to the training commencement date.
3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Tailor Made Courses

This training course can also be customized for your institution upon request for a minimum of 5 participants. You can have it conducted at our Training Centre or at a convenient location.

For further inquiries, please contact us on Tel: +254720272325 / +254737296202 or Email training@phoenixtrainingcenter.com

Accommodation and Airport Transfer

Accommodation and Airport Transfer is arranged upon request and at extra cost. For reservations contact the Training Officer on Email: training@phoenixtrainingcenter.com or on Tel: +254720272325 / +254737296202