MediaSource Launches New “Brand Journalizer” Song at PRSA Health Academy

Share Article

National Brand Journalism Experts Use New Method to Teach PR Professionals

News Image
Brand journalism utilizes journalistic techniques to tell a story created for targeted audiences. The less branding applied to the content, the more the content fits the criteria for strong brand journalism.

For more than 15 years MediaSource, a Columbus-based public relations firm, has been practicing strategic storytelling for their healthcare clients. The company launched its new brand journalism PR services in 2013, positioning them as a national authority.

MediaSource President Lisa Arledge Powell, a top expert on brand journalism, led a session on this PR trend at the Public Relations Society of America’s (PRSA) National Health Academy on May 8, 2014 in Washington DC.

Her presentation with longtime MediaSource client The Ohio State University Wexner Medical Center revealed how brand journalism tactics created so much buzz and online traffic that it crashed the hospital’s website.

The PRSA event also was the world premiere of the Brand Journalizer song, created by MediaSource in the spirit of “Schoolhouse Rock,” to help PR professionals better understand the principles of effective brand journalism. The song, billed as the PR industry’s brand journalism anthem and premiered live at 4:30 p.m. eastern time on May 8th at PRSA and simultaneously online at

This song is the most recent edition to the educational/expertise launch on brand journalism that MediaSource teaches nationally and uses to gain high ROI for their clients:

1. Focus on the AUDIENCE: Always consider what the audience cares about and how they will benefit. It’s not about the organization’s brand, it’s about the organization’s audience.

2. Find a VOICE: Find a real person and tell the story through their eyes.

3. Be CREDIBLE: Seek tie-ins into a national trend or bigger picture. Integrating third party stats/facts bolsters credibility.

4. Keep it SIMPLE: No ‘technical talk’-find an expert who can speak the consumer’s language.

5. Think VISUAL: The most memorable stories deliver engaging visual content.

6. UN-BRAND your content: Brand journalism is not brand-centric, but a brand journalist’s job includes figuring out how to seamlessly weave in a brand presence.

"Brand journalism utilizes journalistic techniques to tell a story created for targeted audiences. The less branding applied to the content, the more the content fits the criteria for strong brand journalism," Arledge Powell says.

PR professionals can follow the criteria to further understand how to gain major ROI while practicing brand journalism. This ‘newsroom mentality’ transforms any campaign into a newsworthy content piece.

Before the brand journalism launch, MediaSource transformed their content department and media relations department into a brand journalism team that uses journalistic tactics to create client content which is amplified by using both earned media and company-owned media coverage.

Arledge Powell also speaks at other national and regional industry conferences including The Mayo Clinic Health Care Social Media Summit and Content Marketing Institute. She also contributes to national PR publications and teaches college students the MediaSource brand journalism techniques.

The company also created a brand journalism white paper, which is downloaded nationally by PR professionals and journalists. The brand journalism launch included a redesign of the MediaSource website, new services, an expanded team and national industry outreach.

Find the new Brand Journalizer song here:

About Mediasource
MediaSource is a media relations and content production firm that specializes in brand journalism tactics. From news media coverage to consumer video tactics, MediaSource partners with the nation’s top hospitals and corporations to get their message to targeted audiences. MediaSource is best known for delivering brand buzz by amplifying messages across both earned media and company-owned media channels.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Colleen O'Morrow
Follow us on