How a brand newsroom can amplify your comms strategy and bust silos

A comms department is full of hard-working professionals looking for creative ways to get the word out about their brand, boost public perception and keep the conversation flowing among stakeholders.

During a Ragan Strategic Communications Conference event, Build a Better Newsroom: Steps to Create Powerful “Storytelling at Scale,” Jim Ylisela, co-founder and senior partner at Ragan Consulting Group, talked about boosting PR content by developing a brand newsroom.

Ylisela said that in a brand newsroom, the content is not a press release or content marketing, though those have their place.

“It’s good storytelling,” he said. “It’s graphics and images and good video, but it’s about you. It’s about the audience. It’s about the issues.”

“Brand journalism is storytelling to raise awareness, to inform, to enhance your reputation,” Ylisela said, adding that organizations are full of experts “who know a lot of stuff.”