How To Hire Journalist For Your Brand, Lauren Quaintance, TBJApodcast 68
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Lauren Quaintance on The Brand Journalism Advantage PodcastLauren Quaintance is the co-founder of Story(ation) a company that helps brand tell their story. She shares what companies should look for when hiring journalists to work for their brand.

Lauren Quaintance is the co-founder and head of content for Story(ation) in Australia. Previously, she served in senior editorial roles at Fairfax Media in Australia, publisher of The Sydney Morning Herald, Managing Editor of Magazines and General Manager of Travel. received a Master’s of Journalism from Columbia University in New York and in a career as a writer and editor won more than two dozen journalism awards.

Think Like A Journalist

“Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.” –Seth Godin

Success Quote

“Make me see.” Paint a picture in your writing.

Career Highlight

Receiving her scholarship to go to Oxford University.

When It Didn’t Work

Find out the one thing Lauren says she would have done much sooner in her career.

Brand Journalism & Marketing Advice

How to hire journalists for your brand. Lauren says you must first think about what you want to create content about. She says you should hire a specialist in that area.

  1. Seek specialized journalists.
  2. Does the journalists understand your brand.
  3. Make sure the journalist has an affinity with your brand and isn’t just reporting on your brand.
  4. Journalists can be “lone rangers”. They’re often left alone to cover stories in traditional publications.
  5. Get the journalist involved in team meetings.
  6. Focus on team collaboration.
Multimedia Resource


Book, Documentary, Podcast, Internet Channel

Humans of New York


Twitter @lquaint

Story(ation) Website

Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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