The news room idea is one more and more companies are creating. I think where they are still falling down is on the ongoing content strategy. Corporate Journalism is going to be huge. The fall of the newspapers have left a huge need for companies and it's only going to get worse.

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A Sugar Company Demonstrates Corporate Journalism

  • When the crisis subsided, executives at ISC hired David E. Henderson and the team at The News Group Net LLC, to create a brand-new, content-rich ISC Newsroom.

    David is an Emmy Award winning former CBS News correspondent and veteran communications strategist. I'm a fan of his blog and book, so I contacted him to learn more about the Imperial Sugar Company Newsroom.

    I'm particularly excited about how ISC hired journalists to create their newsroom, something I’ve advocated for years. This is something I've called brand journalism and is an increasingly effective marketing tool. In fact, ISC has hired the skills of a print journalist, a television journalist, and a photojournalist.