A guide to social branding on any newsroom budget

By Adriana Lacy, Reynolds Journalism Institute

If you work in a newsroom, chances are you’ve spent a lot of time thinking about the mission or values of your newsroom.

You’ve wondered about how your stories further those goals and you also know all the ins and outs of what makes your organization unique.

But how do you translate that to your readers?

For starters, your journalism should align with your mission and values. When users read your stories on your site or through a newsletter, they should be able to identify what your organization stands for.

But it doesn’t stop there. The look and feel of your organization also further your mission and values by giving readers a clear and accessible way to engage with your content on social media accounts. Branding establishes trust and makes it clear who your company is and what it stands for. It helps readers know what to expect every time they engage with your content, regardless of platform.

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