A Special Lions Project

Branded Journalism: Texas Style

Branded journalism is standard in content marketing yet it's not new. Over 70 years ago it was being used to sway Texas voters.

In 1941 Lyndon Johnston (LBJ), later to become the 36th US President, was campaigning to become a Senator in his native state of Texas.  The election was hotly contested and the battle for the attention of voters was fierce.

The only source of news for many voters in rural Texas was the 25 newspapers that published weekly in farming and ranching communities across the State.  Few publishers were professional journalists and most were often short on cash and short on news to fill their pages. Some were prepared to print articles provided by the candidates in return for advertising. Payments for this political advertorial were small, because at that time local merchants could buy an ad for 50 cents or a $1.

Johnson had poached accomplished newspaper men for his campaign.  In an early example of branded journalism, these reporters provided the small rural outlets across Texas with packaged news stories and pictures of their candidate. Content could be a copy of a recent speech, a favourable item from the campaign trail or an endorsement by a local identity. And the content kept coming - edition after edition - throughout the campaign.

The payments paid off and Johnson received massive coverage throughout the State.  His team never rested, recycling particularly good print coverage as radio content in the numerous broadcasts Johnson's campaign arranged over the 10-week long campaign.

Ironically Johnson was beaten in the Senate race by then Texas Governor Pappy O'Daniel.  Pappy, himself a savvy media operator, used his popular, weekly hillbilly radio show to champion his claims for the Senate seat. 

Winning only by around 1000 votes, it seems Pappy's down home style and branded journalism out manoeuvred LBJ's more polished efforts. 

Which proves that many of today's communications approaches we hold up as new, someone somewhere has tried before. 

(Source - Johnson:The Path to Power by Robert Caro.)

Content Marketing in Australia: 2014 Report

Content Marketing in Australia: 2014 Benchmarks, Budgets & Trends from Content Marketing Institute

Should Volunteering Be On Your CV

A Linked-in colleague recently asked a question on volunteering after reading our recent post on volunteering.

Hi Bob,

I am seeking some advice on how to best put down volunteering experience on my resume - I have been in both scenarios before and had volunteered my time around Canberra in various capacities and now, having relocated to Melbourne and pending a suitable job offer, volunteering my time as a fundraiser/marketing officer for (name withheld) something completely out of my previous field but thoroughly challenging and enjoyable.   Your advice is appreciated.
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...and our thoughts are....

 It's great you're keeping your PR skills fresh by volunteering. 

Yes, yes...do include those roles on your CV. They are an important part of who you are and how you've taken the initiative to use your skills to do something really worthwhile.

I have found presenting volunteer jobs in the same way you present a regular job, works well. The only difference is after the job title add Volunteer Role. 

And when you land the next job interview, don't forget to tell the interview panel why and how you are extending your skills through PR volunteering.

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What do you think? Should your CV list your volunteer efforts?

Infographs: Distraction Or PR Tool Of The Future?

A previous post talked about infographs as a compelling format for presenting detailed information. 

Below is one I was recently involved in.  It condenses a complex industry concept into a simple, one-stop image - at a very reasonable cost.

Will the infograph become a standard PR tool like the media release or will it soon disappear replaced by the next, best toy for communicators?

Are infographs merely pretty distractions? 

Infographs in three easy stages.