Employing journalists is becoming increasingly important in content marketing and corporate communications but that will only continue if reporters are allowed the traditional independence of their craft.
In our work we’ve found our films benefit from interviews conducted by journalists who, by nature, are not willing to accept scripted answers. We’ve used journalists to do investigative work within client companies to find real, authentic stories that audiences are interested in.
Often the results of such assignments offer business insights for senior management and are almost certainly better written than your typical management consultant’s report.
That is why we’re very proud to have on board our first dedicated senior journalist and foreign correspondent Michael Sainsbury.
The Australian, now resident in Bangkok, is well known for stints as the UK Daily Mail’s bureau chief in Beijing and as The Australian newspaper’s China correspondent. He is currently covering South-East Asian business and politics for the Japanese Nikkei group as well as other publications.
Mr. Sainsbury brings to our clients detailed knowledge of financial markets reporting, having worked the beat as a specialist reporter in the Internet, technology, telecommunications and private equity sectors. He has also worked as a financial analyst in London and Sydney.
Click2View will represent Mr. Sainsbury exclusively to non-media clients as part of a new service offering the by-lined writing of senior journalists to corporate and brand clients.
The service will allow brands to use Mr. Sainsbury’s and other senior reporters’ by-lines on commissioned work subject to conditions aimed at preserving the journalist’s independence and introducing greater authenticity to content marketing and corporate communications.
In newspapers and magazines a by-line was traditionally a senior journalist’s signature of trust, authenticity and independence, even from their employer.
We hope by re-invigorating the significance of the by-line in content marketing and corporate communications our clients will benefit from more engagement with their content. Find out more about Michael Sainsbury here.
Simon Kearney, Co-Founder & MD