TBJA 004: Richard Jurek On Selling The Moon & NASA’s Historic Marketing & Brand Journalism Campaign

Selling The Moon, Richard Jurek, TBJA 4
Listen to the Episode Below (0:47:49)
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Richard Jurek is a marketer and co-author of Marketing The Moon: The Selling of the Apollo Lunar Program. He talks about NASA’s historic marketing and brand journalism campaign that swept the nation, convincing the public to embrace an extremely costly space program. Plus, find out what NASA did for brands such as Tang. Get step-by-step advice for handling business crises and find out why transparency is a core principle in brand journalism and how it helped facilitate the success of the Apollo Lunar Program. And, hear Richard’s very interesting take on how businesses will be impacted by brand journalism and technology in 2025.

Richard JurekRichard Jurek is President of Inland Marketing & Communications. He has more than 25 years of professional business-to-business and business-to-consumer marketing and communications experience. Richard has an extensive background in all aspects of media relations, corporate communications, as well as financial, internal, and crisis communications. He is also the co-author, along with Daivd Meerman Scott, of a new book out this year, Marketing the Moon: The Selling of the Apollo Lunar Program.

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Think Like A Journalist Quote

“We were the voices of a nation marketing the United States of America. We were whatever the people imagined us to be. There were other marketing efforts by NASA and the aerospace contractors, but no matter how intense their efforts were, the astronauts were the ones people wanted to hear and see.” –Retired Navy Captain Eugene A. Cernan

Success Tip

Practice newsjacking: injecting your ideas and angles into news-breaking news in real time. Learn more from Richard’s co-author, David Meerman Scott.

Brand Journalism Advice
  • Be prepared to speak to the media.
  • Build a trusting relationship with the media and approach topics in a way that is educational and factual.
  • Journalists and brand journalists should be transparent advocates.
Expert Predictions

Everything is going to be app accessible. Barriers will be broken and videos will stream no matter where you are. Technology will be used to solve big problems.

Multimedia Resource

LinkedIn: Richard used the business networking platform to track down former astronauts and  journalists who worked on the NASA campaign.

Multimedia Book, Documentary, Internet Channel

WebInkNow.com: David Meerman Scott’s blog

Resource Links

Marketing The Moon: The Selling of the Apollo Lunar Program 

Inland Marketing & Communications

Contact

Richard Jurek LinkedIn Profile

Richard’s Twitter

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Richard Jurek on The Brand Journalism Advantage

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About The Author

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 ThinkLikeAJournalist.com

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