How to prove brand journalism’s value before you have hard results

It takes time to move the needle, but you can start proving your value now.

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Brand journalism measurement takes time

Brand journalism is one of the fastest growing segments of communications, and according to Ragan’s 2022 Communications Benchmark Report, professionals only expect this sector to keep growing.

But one of the biggest challenges is that while brand journalism can absolutely return results tied to business objectives, that usually doesn’t happen overnight. Some executives can get a little squeamish when asked to commit to the long-haul.

How can you keep them satisfied while you ramp up?



Chad Mitchell, vice president and head of content and digital platforms for TD Bank, is one of the pioneers of brand journalism, including at Walmart. He’s seen brand journalism through from inception to success and is currently building that apparatus at TD Bank.

At Ragan’s Brand Storytelling 2022 Conference, Mitchell shared tips on getting buy-in even when you don’t have hard results to share — yet.

‘The flea on the back of the flea’

Mitchell knows first-hand how hot brand storytelling is right now. But that doesn’t mean it’s an easy sell.

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