Tomas Kellner uses powerful storytelling as the Managing Editor for GE Reports. He turned the company’s website into a powerful tool to communicate to audiences worldwide. He shares how GE is growing its audience and how other companies can be successful using brand journalism.
Tomas Kellner is a journalist who has worked for Forbes Magazine as a technology reporter. He’s also written stories for the New York Sun, been a contributor at the World Policy Journal and he’s worked as a general assignment reporter at the Prague Post. Tomas Kellner has stepped away from traditional media reporting jobs to be the Managing Editor for GE Reports, an award-winning online publication covering business, technology, and, innovation.
Think Like A Journalist Quote
“Brands are also realizing that they must capture their audiences’ attention and that they must take responsibility for the creation and maintenance of those audiences, relying on the traditional media to do so at a time when traditional media is declining is a folly at best.” ~Christopher Penn from Shift Communications
Learn something new every day.
Run every day.
Taking traditional GE blog into something more focused on the people of GE.
When It Didn’t Work
Early on, not knowing who main stakeholders were for a company and getting lost in the process.
Brand Journalism Advice
- Companies can now tell their own story; start doing it. Think Like A Journalist.
- Transparency and credibility are important in brand journalism.
- Operate like a publisher or media company.
- Be prepared for stories to fall through.
- Publish content regularly and on a schedule.
- Tell the truth.
- Be open and transparent.
Think Like A Journalist
Research the company, discover what it’s all about and create a story around it. Use social media (i.e. blogging, Pinterest, Facebook, twitter, etc.)
“We don’t tell stories. When we come to work, we publish press releases. I saw a disconnect there. Why can’t we tell stories?…”
Snapspeed – photo-processing app.
Multimedia Book, Documentary, Internet Channel
Writing To Learn by William Zinsser
After this podcast was recorded, Tomas Kellner and GE Reports were featured in an in-depth article on brand journalism in FT. Read it here, The Invasion of Corporate News.
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