Artikel
A journalist can
By Carsten Bjerregaard, Marketingcapacity.dk (Link to the article. Copying/publishing without agreement is not allowed)
A journalist can convey your messages in articles, press releases, blogs and other forms of content. Journalists are trained to research and angle stories. More importantly, a journalist can write stories in a form that most people are trained to read and that media outlets want. With syntax, headlines, headlines, captions, captions, etc. A journalist can see stories and structure data and information to make your messages as readable, strong and credible as possible. Depending on their experience and track record, they may also have contacts in the media world who can help your stories along the way.
What is a journalist?
A journalist is a person who uncovers, researches, angles and tells a story in a way that is easy to understand. Many people may think of newspapers like Berlingske, JP, Politiken and Børsen when they think of journalists. But the skills of journalists are just as useful in all other types of businesses.
You can be trained as a journalist at 4 educational institutions in Denmark. But journalist is no longer a protected title as it once was. However, you can only call yourself a journalist D.J. if you are a member of the Danish Union of Journalists.
What is journalism as a profession?
Journalists collect, process, prioritize and disseminate information. And on the program you learn, among other things:
- Methods
- Ethical considerations
- Angling of stories
- Writing stories
- Dramaturgy
- Communicating in different channels
Similarly, journalists are trained to evaluate material based on criteria such as:
- Materiality (is it important and to whom?)
- Identification (can I put myself in the shoes of those affected?)
- Sensation (is that surprising?)
- Timeliness (is it happening now?)
What else is a journalist called?
You will find journalists who refer to themselves as writers, copywriters, bloggers, video journalists, reporters, correspondents. There are many names for many things. And as it is often said with a twinkle in the eye: Journalism can lead to a lot, as long as you leave it in time.
How do journalists create value?
Journalists traditionally create value by being able to:
- Find stories that can boost your products or gain traction
- Write stories to make them interesting and compelling
- Sell the stories to media if that's part of the job
- Interview stakeholders
- Write for different audiences
- Write dramatically
- Write correctly
Or in short: Find data and stories that support your company's strategy. Depending on the situation, you can also look at journalists' output in this way:
- Sales support stories, e.g. in blog or magazine form
- Defensive preparedness (so you're ready for bad stories or shitstorms)
- Direct advertising texts
In short, journalists create communication that can be used with all your target groups and stakeholders. And that has value in terms of the awareness, acceptance or even preference that the communication can create.
What types of journalists are there?
Like many other professions, journalists have their individual strengths. Just as they can be influenced by their experiences and the companies they've worked for. Some have a pen that flows positively and legibly. Others go in-depth, digging into the material and finding new angles. Some are masters of interviewing, others write Gonzo journalism that oozes atmosphere and here-and-now action.
What does a journalist need to know?
In short, journalists need to be able to see a good story and write it in a way that makes it interesting. Seeing the story is not as easy as it sounds. But if you meet a good journalist, it makes an impression. Because it often turns out that a company is full of good stories that can support its products and brand. It's just that no one has seen these stories. Because no one has been trained and no one has looked.
A common misconception if you're not a journalist is that a story has to be big and impressive to be interesting. But that's not true. For example, there's an old story about an angler in the US who caught a fish, gutted it and found a Zippo lighter in its stomach. The lighter lit the first time. Now that's a story you'll never forget. How many stories like that are hidden in your business?
Of course, the journalist must understand the company's customers - or other target groups - just as the journalist must have a clear understanding of both the media landscape and the strengths and weaknesses of each media.
If the journalist will be working in your company, you may want to look for someone who can quickly turn stories into conceptual headlines. This person can take on the role of editorial director. For example, if you're going to market with a new product or have other stories for the market, the skilled editorial journalist can describe the key messages and then outline 5-10 ideas for angles to work from.
Examples of good journalistic work
Good journalism is everywhere. Of course, there's Cavling Award-winning journalism at the big dailies, for example, when journalists work undercover and uncover scandals. But there's also the day-to-day stuff. Well-written articles in magazines like Euroman, Rolling Stone or in newspapers like Weekendavisen or information or TV news reports that in 2 minutes manage to set the scene, tell the story and put it in a future perspective.
Why a freelance journalist?
Unless your business is a dedicated publishing company, you may not have enough work to employ journalists full-time. However, with one or more attached journalists, you'll have a contingency to draw on for intermittent work:
- Content in waves
- Regular publications such as magazines, customer newspapers or other
- Press releases
- Press preparedness
- Small items (such as hiring) that provide visibility in the press
How to find a good freelancer journalist ?
The first piece of advice is: Talk to more people. Because there is a difference. Find out if you are on the same wavelength. Look at examples of what the journalist has done before, and first and foremost, decide if you think the journalist has delivered something that you like:
- Finds interesting
- Easy to understand
- Experience as positive
Of course, it can be an advantage if the journalist has prior knowledge of your area. And it's definitely an advantage if the journalist has a personal network within the media world. But energy, interest and desire are not qualities to be despised either.
Feel free to ask Marketingcapacity.dk. We have many skilled journalists in our base, and we are happy to help you find 2-3 suitable candidates to meet in a non-binding round.
