Lauren 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
“Make me see.” Paint a picture in your writing.
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.
- Seek specialized journalists.
- Does the journalists understand your brand.
- Make sure the journalist has an affinity with your brand and isn’t just reporting on your brand.
- Journalists can be “lone rangers”. They’re often left alone to cover stories in traditional publications.
- Get the journalist involved in team meetings.
- Focus on team collaboration.
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