Greenough Launches New Brand Journalism Research Offering

Survey research, focus groups and in-depth interviews shape audience understanding and differentiate content development

WATERTOWN, Mass. – (April 12, 2017) Greenough Brand Storytellers, experts in messaging, media and marketing, has launched a new research offering that informs and accelerates development of clients’ “brand journalism” programs. Brand Journalism Research includes concepting, research design, execution, analysis and recommendations for converting insights into brand journalism strategies across earned and paid media channels.

“Brand journalism relies on content that drives meaningful action, and we believe the genesis of that great content should be the people for whom it’s created,” said Phil Greenough, CEO of Greenough. “We’ve developed a process that starts with these audiences. Working with our longtime research partner, we can quickly access the right people using the right research techniques to develop journalistic-style content that gives our clients a competitive advantage.”

Greenough’s Brand Journalism Research includes a stepwise methodology that does more than simply deliver survey results. Working closely with its research partner, Greenough creates highly integrated communications strategies and calendars to activate brand stories across multiple channels. Examples of Brand Journalism Research outputs applied to PR and marketing include:

  • Traditional media campaigns with unique data points that drive extensive earned media coverage, not just at launch, but well beyond.
  • Integrated marketing campaigns that package ancillary content – executive summaries, infographics, story vignettes, video – to go beyond awareness alone and drive audiences to custom landing pages for conversion.
  • Data-driven brand stories, often supported by interviews with key opinion leaders (KOLs) and other influencers, to provide several quarters-worth of brand journalism.

Clients can capitalize on Greenough’s Brand Journalism Research as a standalone offering to jump-start internal content marketing efforts or to drive comprehensive integrated marketing/PR campaigns driven by Greenough’s brand storytellers. The agency has related domain expertise in healthcare, healthcare IT, professional services, information technology, energy and nonprofits.

For more information on Greenough’s Brand Journalism Research, please visit Greenough’s website.

Media Contact:
Rachel Robbins