Brand journalism innovator and sought-after public relations thought leader Lisa Arledge Powell will present at American Marketing Association (AMA) Tampa Bay’s event on March 27 at 7:30 a.m. at The Chart House in Tampa.
Geared specifically toward healthcare marketers, Powell’s presentation – “Why Brand Journalism is the New Marketing” – will share how organizations can utilize brand journalism to strengthen communications programs.
“Brand journalism” is discovering and creating news content on behalf of a brand, and some of the nation’s top healthcare organizations – including The Ohio State University Wexner Medical Center, Nationwide Children’s Hospital, and Arnold Palmer Hospital for Children – are using it to boost reputation and drive consumer activity.
Attendees at the March 27 event will learn to:
- Use brand journalism to attract national media coverage, such as on NBC News and in the Wall Street Journal
- Share compelling content on company-owned media channels, such as Facebook, Twitter and Instagram
- Run your marketing team like a newsroom
- Get executive buy-in for brand journalism
According to Powell, brand journalism can be a powerful tool for healthcare organizations looking to take a more organic approach to marketing. By creating news content on behalf of a brand, brand journalism allows organizations to promote their stories and share triumphs and innovations in a newsworthy way.
“There are so many inspiring, motivating and important stories featuring real people being helped by healthcare organizations that need to be told,” said Powell. “Brand journalism gives hospitals, medical associations and other healthcare brands the opportunity to tell their stories and reach key audiences in ways where traditional marketing may fall flat.”
Powell is the president of award-winning PR firm MediaSource. As a former television news reporter, she works with the nation’s top hospitals and healthcare organizations to get their messages to target audiences. She is an industry innovator in brand journalism and a sought-after public relations thought leader. For over 16 years, MediaSource, based in Columbus, Ohio, has specialized in healthcare communications and partners with a vast group of academic medical centers and other brands.
This event is coordinated by AMA Tampa Bay’s Healthcare Shared Interest Group, which focuses exclusively on bringing educational opportunities to healthcare marketers in Tampa Bay.
“No single ad campaign could tell the multifaceted story of a brand in today’s marketing environment,” said Christine Roemer, vice president of AMA Tampa Bay’s Healthcare SIG. “To engage interconnected consumers with varied interests and motivations, our mission should be to create and cultivate a stream of content within a coherent editorial framework. Brand journalism humanizes organizations, elicits emotion and wills people to act.”
The cost of the event is $35 for AMA Tampa Bay members, $40 for non-members and $25 for students, and will include a hot breakfast and networking. To register for the March 27 event, visit AMATampaHealthcare.eventbrite.com. Space is limited.
Media Contact:
Noelle Anderson Fox, APR
SOURCE: American Marketing Association - Tampa Bay
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