How can you use brand journalism to communicate your organization's response to a crisis?

1 What is brand journalism?

Brand journalism is not the same as traditional journalism, which aims to report facts objectively and impartially. Brand journalism is a form of content marketing that uses journalistic techniques and storytelling skills to create engaging, informative, and relevant stories that showcase your organization's values, mission, and impact. Brand journalism is not about selling your products or services, but about sharing your insights, expertise, and perspectives with your audience.

2 Why use brand journalism in a crisis?

When a crisis hits, your audience wants to know what happened, why it happened, how it affects them, and what you are doing about it. They also want to feel that you care about them, that you understand their concerns, and that you are honest and transparent. Brand journalism can help you communicate your organization's response to a crisis in a way that addresses these needs and expectations. By using brand journalism, you can provide timely, accurate information to reduce confusion and misinformation; express empathy and compassion for those affected; demonstrate accountability and responsibility for the crisis; highlight your positive impact and the value you bring to your audience; and reinforce your brand identity as a credible, trustworthy, and ethical organization.

3 How to use brand journalism in a crisis?

To use brand journalism effectively in a crisis, you need to follow some best practices that will help you craft compelling and credible stories. Consider tailoring your stories to the needs, interests, and emotions of your audience, using language, tone, and format that reflect your brand voice. Be transparent and honest about the facts, the causes, and the consequences of the crisis. Proactively communicate your actions and solutions, explaining why you are doing them and how they will benefit those affected. Show empathy and compassion towards your audience's feelings and concerns. Deliver relevant and valuable messages with useful information, advice, and resources that help them cope with the crisis. Share stories of hope, resilience, solidarity, innovation, improvement, and learning that demonstrate your value.

4 Examples of brand journalism in a crisis

Illustrating how brand journalism can be used in a crisis, here are some examples of organizations that have applied this approach successfully. Airbnb, when the COVID-19 pandemic disrupted the travel industry, launched a series of stories and videos featuring hosts and guests sharing their experiences, challenges, and tips during the crisis. This highlighted how Airbnb supported its community, adapted its services, and promoted safety and responsibility. Patagonia, when the Australian bushfires devastated the environment and wildlife, published a story showcasing its efforts to help the recovery and conservation of the affected areas. This included donating funds, partnering with local organizations, and mobilizing its employees and customers to take action. Starbucks, when racial justice protests erupted in the US, released a story expressing its commitment to diversity, inclusion, and social responsibility. This story featured interviews with its leaders and employees who shared their personal stories, perspectives, and actions to combat racism and discrimination.

5 Tips for brand journalism in a crisis

To make your brand journalism more effective and impactful in a crisis, it's important to plan ahead and prepare your stories before a crisis occurs. Identify potential scenarios, risks, and responses and create a content calendar and a crisis communication plan. During a crisis, you should monitor and evaluate your stories and their performance, using data, feedback, and metrics to measure reach, engagement, and sentiment. Collaborating with internal and external stakeholders is also key. Involve your employees, customers, partners, and media in the storytelling process to ensure alignment and consistency across channels and platforms.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?