Communication objectives are imperative to success as they provide an important focus for the marketing and communication team and frame the strategic approach.
Here at Newsworks, we believe that newsbrands can play various roles within the media landscape and can work effectively to deliver results across a number of different marketing objectives.
Using learnings from around the industry we have synthesised the job for communications into six core routes. These range from building fame and stature for a brand, to prompting action; educating readers on what a brand stands for; building trust and addressing a particular issue, as well as changing minds. In the age of storytelling, newsbrands play a role in delivering outcomes against all six core routes. We cover these in more detail below and provide a number of campaign case studies for each, demonstrating how brands have successfully delivered against each of these communication objectives for a range of well-known brands.