what ’ s working
news with a purpose , aligned with a mission
One of the employers leading the way is Seattle-based Starbucks . The company has built its own news operation , which it uses to communicate human stories to multiple audiences , stories such as the work the company has done to hire military veterans .
Since 2013 , Starbucks has hired more than 10,000 veterans and military spouses with a goal of hiring 15,000 by 2025 and plans to open 100 Military Family Stores by 2022 .
Those numbers belie the fact that only 1 percent of Americans serve in the armed forces .
It ’ s in this light , Starbucks created its 2017 “ Ask Better Questions ” campaign to highlight its effort to start a dialogue among its employees on the value and number of military members and their family members within its ranks , while showcasing the company ’ s hiring efforts to the general public through authentic employee stories .
“ The whole point is to help people understand the value of veterans and military spouses . We underestimate the incredible value they bring to communities and businesses ,” said Matt Kress , a retired Marine who is a senior manager on the Social Impact team at Starbucks , in a press release . “ If people can start conversations in a positive way , it ’ s the first step to understanding . But many people don ’ t know what to ask .”
The campaign was featured in television ads , social media posts and a feature on the company ’ s newsroom blog . It also garnered earned media .
The campaign was not about coffee , but rather about acknowledging a real and , in this case high-profile , need within a community , explaining the company ’ s strategy to address it and encouraging employees and others to join the effort .
That ’ s just one example . Coca-Cola created an online magazine called Coca-Cola Journey to replace a traditional website . Alaska Airlines ’ newsroom features values-driven stories like its partnerships with environmental groups to promote and build on the company ’ s core value of sustainability . These and many other diverse companies are reaching out directly to their customers .
“ In the 1980s , there were roughly 40 Olympia statehouse reporters compared to six full-time statehouse reporters and three broadcast journalists that cover Olympia politics part-time in 2018 .”
— Joseph O ’ Sullivan , statehouse reporter for The Seattle Times
It isn ’ t just the private sector . The Washington state Employment Security Department ’ s “ Power of a Job ” video series shares stories of how the agency ’ s staff helps jobseekers find employment opportunities . Even AWB has its very own brand channel , AWB News , which launched during the 2018 legislative session .
“ A brand is not just a logo . It ’ s not just colors and fonts . It ’ s ideas . It ’ s a philosophy and it ’ s action .”
— Michelle Hege , president and CEO , DH
shrinking media , transparency concerns driving brand journalism
The decline in the number of traditional reporters is one reason for the shift . In the 1980s , there were roughly 40 Olympia statehouse reporters compared to six full-time statehouse reporters and three broadcast journalists that cover Olympia politics part-time in 2018 , according to Joseph O ’ Sullivan , statehouse reporter for The Seattle Times .
That means there aren ’ t enough reporters to cover all the news , creating an opportunity for organizations to share their stories directly with their audiences .
Speaking to students at University of Nevada , Reno ’ s Reynolds School of Journalism last year , Jennifer Sizemore , a marketing professional and current vice president and editor-in-chief at Starbucks , offered insights about her experience creating content for nonprofits and corporations in a presentation titled , “ Saving Storytelling ?”
She covered the ever-changing and chaotic status of communications these days , from fake news to the opaque nature of traditional news publications that aren ’ t always clear about how they are funded .
AWB embraced elements of brand journalism years ago with the launch of its blog , Olympia Business Watch , and early use of social media . AWB continued building its capacity to tell the story of Washington employers with the introduction of AWB News , branded video coverage of AWB President Kris Johnson ’ s testimony before the House Appropriations Committee on a bill that would partially reinstate the bipartisan business and occupation tax relief for Washington state manufacturers .
It was a big issue to AWB members and real news and it aligned with AWB ’ s Mission to be a “ catalytic leader and unifying voice for economic prosperity .” AWB News coverage on the tax bill hearing was a way for the association to bridge the news gap with packaged soundbites for media use as press numbers decline .
There are many iterations of brand journalism — expressing values , sharing victories and highlighting initiatives . But they all share one thing in common : They tell a story — a story that resonates with the customer , employees and the general public , and , most importantly , reflects the core values and mission of a brand .
26 association of washington business