Getting the news into “brand newsrooms”

The starting questions are: “What’s my brand’s unique point of view? What kinds of stories should I be telling? What sorts can I tell credibly? Who am I telling these stories to? What will my audience care about tomorrow? Where does my brand’s ability to publish and my audiences’ deepest interests intersect?” And, finally, “How do I use my content to program my social channels to spread my brand’s news by maximizing sharing?”


Kirk Cheyfitz nails it. You can talk all you want about the "how" of newsrooms, but you should always start with the "why" that comes from a clear Point of View.

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