{"id":2941,"date":"2021-04-20T12:15:38","date_gmt":"2021-04-20T12:15:38","guid":{"rendered":"https:\/\/journalift.org\/redakcija-za-kreiranje-brendiranog-sadrzaja-novi-tok-prihoda-za-medije\/"},"modified":"2021-07-01T12:28:14","modified_gmt":"2021-07-01T12:28:14","slug":"redakcija-za-kreiranje-brendiranog-sadrzaja-novi-tok-prihoda-za-medije","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/redakcija-za-kreiranje-brendiranog-sadrzaja-novi-tok-prihoda-za-medije\/","title":{"rendered":"Redakcija za kreiranje brendiranog sadr\u017eaja: Novi izvor prihoda za medije"},"content":{"rendered":"\n<p>Mediji vrlo \u010desto strogo prate principe eti\u010dkog novinarstva. To zna\u010di da imaju tendenciju da izbjegavaju odre\u0111ene prakse za koje smatraju da su previ\u0161e komercijalne, marketin\u0161ki i PR orijentisane, jer ih brine da bi usvajanje takvih praksi uticalo na njihov kredibilitet. Ti strahovi su opravdani, ali u isto vrijeme mogu postati i problemati\u010dni za obezbje\u0111ivane finansijske podr\u0161ke poslovanju svog medija.<\/p>\n\n\n\n<p>Crowdfunding kampanje koje se oslanjaju na prikupljanje donacija \u010ditalaca ili stavljanje sadr\u017eaja iza platnih zidova nisu rje\u0161enje za sve medije. Njihovi tro\u0161kovi su \u010desto ve\u0107i od prihoda, \u0161to, na kraju svakog mjeseca, sastavljanje kraja sa krajem \u010dini te\u017eim. Ovo sve dovodi do toga da mediji nisu u mogu\u0107nosti da pro\u0161ire svoje timove novinara i producenata ili pokriju sve pri\u010de koje \u017eele, kao i da u kona\u010dnom svojoj publici ne mogu pru\u017eiti temeljno izvje\u0161tavanje.<\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Sre\u0107om, rje\u0161enje ovog problema postoji, a dobra vijest je ta da odre\u0111en broj medija ve\u0107 ima sve potrebne resurse da ga primjeni. Reorganizacijom svog poslovanja, mediji mogu osnovati posebnu redakciju za kreiranje brendiranog sadr\u017eaja (brand newsroom) koji \u0107e im otvoriti prozor u svijet novih mogu\u0107nosti monetizacije i omogu\u0107iti im da finansijski podr\u017ee osnovni cilj njihovog postojanja &#8211;&nbsp; pru\u017eanje visokokvalitetnog, vjerodostojnog novinarstva. <\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"506\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/2-1-1024x506.jpg\" alt=\"\" class=\"wp-image-2807\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/2-1-1024x506.jpg 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/2-1-300x148.jpg 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/2-1-768x379.jpg 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/2-1.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Neobi\u010dna sli\u010dnost metoda marketara i medija<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Primarna uloga medija je za\u0161tita javnog interesa od politi\u010dkih i ekonomskih nepravdi, kao i oblikovanje svijesti javnosti. Metode koje koriste za postizanje ovog cilja uklju\u010duju <\/span><b>informisanje<\/b><span style=\"font-weight: 400;\"> i <\/span><b>edukaciju<\/b><span style=\"font-weight: 400;\"> ciljne publike &#8211; naj\u010de\u0161\u0107e op\u0161te populacije. Obi\u010dno i zabava igra va\u017enu ulogu, posebno kada je rije\u010d o pove\u0107anju i ja\u010danju dosega vijesti i kreiranju redovnih \u010ditalaca medija.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Interesantno je da se sli\u010dan pristup mo\u017ee uo\u010diti i u marketingu. Dodu\u0161e, iako se radi o ne\u0161to druga\u010dijim aktivnostima, kao \u0161to su pove\u0107anje svijesti o brendu, ja\u010danje lojalnosti i prepoznatljivosti brenda sa promocijom i prodajom proizvoda ili usluga brenda kao krajnjim ciljem. Ipak, metode koje se koriste su u osnovi iste, jer i brendovi komuniciraju sa svojom publikom kako bi ih informisali, edukovali i zabavili.<\/span><\/p>\n\n\n\n<p>Ukoliko bismo njihove aktivnosti i motive ostavili po strani, vidjeli bismo da mediji i marketin\u0161ka industrija u osnovi koriste iste metode rada. Velike razlike nema \u010dak ni kada je rije\u010d o mogu\u0107nostima zaposlenih, jer su i jednima i drugima potrebni ljudi sposobni za stvaranje dobrih pri\u010da &#8211; bez obzira na to da li prezentuju javnosti u pisanom ili video formatu.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Svijet marketinga je ve\u0107 prepoznao ovu sli\u010dnost. Upravo zbog toga marketin\u0161ke agencije i odjeljenja za interni marketing sve vi\u0161e regrutuju novinare u svojim sektorima za kreiranje sadr\u017eaja. Njihovo znanje i stru\u010dnost u istra\u017eivanju, analizi i kreiranju nevjerovatnih pri\u010da nisu pro\u0161li nezapa\u017eeno.<\/p><\/blockquote><\/figure>\n\n\n\n<p>I iako sada mo\u017eda djeluje da je ovaj odnos jednostran, to nije nu\u017eno slu\u010daj, jer ba\u0161 kao \u0161to marketari imaju puno toga da nau\u010de od novinara, tako i novinari imaju puno toga da nau\u010de od marketara. U najboljem slu\u010daju, oni mogu otvoriti potpuno novi izvor prihoda medija usvajanjem odre\u0111enih marketin\u0161kih pristupa i transformi\u0161u\u0107i dio njihovih redakcija u tzv. brand newsroom, redakcije sa kreiranje brendiranog sadr\u017eaja.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"506\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/3-1-1024x506.jpg\" alt=\"\" class=\"wp-image-2814\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/3-1-1024x506.jpg 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/3-1-300x148.jpg 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/3-1-768x379.jpg 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/3-1.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Prilika za medije da unov\u010de marketing sadr\u017eaja <\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">U poslednjih nekoliko decenija, velike kompanije, me\u0111u kojima su <strong>American Express<\/strong>, <strong>BMW<\/strong>, <strong>Lush<\/strong>, <strong>Spotify<\/strong>, <strong>Under Armour<\/strong> i <strong>Red Bull<\/strong>, shvatile su da samo ogla\u0161avanje vi\u0161e nije dovoljno. Bio im je potreban na\u010din da do\u0111u do onih kupaca koji ne reaguju na \u201cbombardovanje\u201d oglasima na bilbordima, TV-u, radiju i u \u010dasopisima.<\/span><\/p>\n\n\n\n<p>Ne radi se o nekom skrivenom, pokvarenom cilju; sve \u0161to ove kompanije \u017eele jeste da pove\u0107aju svijest o svom brendu. Trebalo je kreirati dobitnu kombinaciju &#8211;  pristup koji brendovima pru\u017ea priliku da izgrade lojalnu zajednicu, a kupcima nudi kvalitetan sadr\u017eaj. Tako su kompanije po\u010dele da osnivaju interne redakcije za kreiranje brendiranog sadr\u017eaja<\/p>\n\n\n\n<p>Ako se pitate \u0161ta je zapravo brand newsroom &#8211; redakcija za kreiranje brendiranog sadr\u017eaja &#8211; radi se o organizaciji, kompaniji ili internom odjeljenju koje prikuplja, recenzira, kreira i objavljuje originalan sadr\u017eaj kako bi informisali, edukovali i zabavili postoje\u0107e i potencijalne kupce datog brenda, sa krajnjim ciljem profitabilnosti istog.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><span style=\"font-weight: 400;\">Uzmimo za primjer kompaniju Red Bull, proizvo\u0111a\u010da energetskih pi\u0107a i ambasadora ekstremnih sportova, koja ima izuzetno efikasnu redakciju za kreiranje brendiranog sadr\u017eaja. Njihova najpoznatija kampanja nesumnjivo je bila <\/span><i><span style=\"font-weight: 400;\">Red Bull Stratos Jump, <\/span><\/i><span style=\"font-weight: 400;\">iz 2012. godine, koja je <\/span><a href=\"https:\/\/blog.sprinklr.com\/7-social-campaign-insights-from-redbull-stratos\/\"><span style=\"font-weight: 400;\">milione ljudi \u0161irom svijeta<\/span><\/a><span style=\"font-weight: 400;\"> \u201cprikovala\u201d za ekrane televizora, ra\u010dunara i pametnih telefona dok je Felix Baumgartner<\/span> <span style=\"font-weight: 400;\">izvodio nezapam\u0107en slobodan pad iz Zemljine stratosfere.<\/span><\/p><\/blockquote><\/figure>\n\n\n\n<p>Ovo je vrhunac i savr\u0161en primjer onoga \u0161to dobra redakcija mo\u017ee posti\u0107i. Vidljivost koju takav marketin\u0161ki sadr\u017eaj mo\u017ee da obezbijedi je bez premca &#8211; \u0161to ne zna\u010di da je uloga ogla\u0161avanja manje va\u017ena. Naprotiv, marketing sadr\u017eaja i ogla\u0161avanje uvijek treba da idu ruku pod ruku, podr\u017eavaju\u0107i jedno drugo u cilju postizanja najboljih rezultata. <\/p>\n\n\n\n<p>Me\u0111utim, ne mogu sve kompanije priu\u0161titi osnivanje interne redakcije za kreiranju brendiranog sadr\u017eaja. To je momenat koji mediji mogu da iskoriste u svoju korist! Preraspodjelom ljudi i uspostavljanjem redakcije za kreiranje brendiranog sadr\u017eaja koje kompanije mogu da anga\u017euju po potrebi, mediji mogu osigurati vlastiti dio prihoda u vi\u0161emilionskoj industriji marketinga sadr\u017eajem.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"506\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/4-1-1024x506.jpg\" alt=\"\" class=\"wp-image-2824\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/4-1-1024x506.jpg 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/4-1-300x148.jpg 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/4-1-768x379.jpg 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/4-1.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Novinari u marketingu: Rizik od konflikta interesa<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Prije nego \u0161to poletimo od sre\u0107e zbog ove nove prilike koja se medijima pru\u017ea &#8211; postoji jedna stvar o kojoj treba voditi ra\u010duna.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">Kao \u0161to je ve\u0107 pomenuto, mediji bi trebalo da se uvijek pridr\u017eavaju <\/span><a href=\"https:\/\/ethicaljournalismnetwork.org\/too-vulgar-to-print\/5-principles-of-journalism\"><span style=\"font-weight: 400;\">5 principa eti\u010dkog novinarstva<\/span><\/a><span style=\"font-weight: 400;\">: <strong>istine i ta\u010dnosti, nezavisnosti, pravi\u010dnosti i nepristrasnosti, humanosti, i odgovornosti<\/strong>. Ukoliko uklonite bilo koji od ovih \u201cstubova\u201d ugro\u017eavate kredibilitet svoje redakcije.&nbsp;<\/span><\/p>\n\n\n\n<p>Stoga, medijska ku\u0107a koja se odlu\u010di za uspostavljanje redakcije za kreiranje brendiranog sadr\u017eaja za klijente treba da bude oprezna u pogledu o\u010duvanja svog kredibiliteta. To zna\u010di da bi trebalo da se uzdr\u017ei od dodjeljivanja projekata redakcije za kreiranje brendiranog sadr\u017eaja novinarima koji se bave izvje\u0161tavanjem.\r\nPostoje dvije mogu\u0107a rje\u0161enja. Prvi podrazumijeva dodjeljivanje projekta kreatorima sadr\u017eaja koji nisu novinari, a drugi se odnosi na to da novinare koji u\u010destvuju u radu redakcije za kreiranje brendiranog sadr\u017eajatreba ukloniti iz izvje\u0161tavanja. Postavlja se pitanje: Za\u0161to?  <\/p>\n\n\n\n<p>Zamislite kompaniju koja proizvodi vrhunske proizvode od ko\u017ee. Kompanija \u017eeli da se pozicionira na tr\u017ei\u0161tu i tra\u017ei usluge redakcije za kreiranje brendiranog sadr\u017eaja. Redakcija ovaj projekat dodjeljuje jednom od svojih novinara. Godinu dana kasnije ispostavlja se da ista ta kompanija zaga\u0111uje \u017eivotnu sredinu toksi\u010dnim otpadom. Mediji \u0161alju novinara koji je kreirao brendirani sadr\u017eaj da sada izvje\u0161tava o doga\u0111aju i eto problema: novinar koji je ranije kreirao sadr\u017eaj za kompaniju sada izvje\u0161tava o njihovoj zloupotrebi. Prili\u010dno problemati\u010dno, zar ne?<\/p>\n\n\n\n<p>Dakle, medijska ku\u0107a mo\u017ee kreirati izdvojenu redakciju za kreiranje brendiranog sadr\u017eaja, istovremeno po\u0161tuju\u0107i eti\u010dke principe novinarstva i izbjegavaju\u0107i javni prigovor ili navode o konfliktu interesa bilo koje vrste. Ova organizaciona podjela mo\u017ee se dodatno oja\u010dati razlikom u brendiranju koja jasno izdvaja glavnu redakciju medija od redakcije za kreiranje brendiranog sadr\u0107aja, tako \u0161to \u0107e im dodijeliti druga\u010dije ime, logotip i veb adresu.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"506\" src=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/5-1-1024x506.jpg\" alt=\"\" class=\"wp-image-2834\" srcset=\"https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/5-1-1024x506.jpg 1024w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/5-1-300x148.jpg 300w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/5-1-768x379.jpg 768w, https:\/\/journalift.org\/wp-content\/uploads\/2021\/04\/5-1.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Postavljanje redakcije za kreiranje brendiranog sadr\u017eaja kao rje\u0161enje za sve medijske ku\u0107e<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>Mnogi mediji ve\u0107 imaju sve potrebne resurse za uspostavljanje redakcije za kreiranje brendiranog sadr\u017eaja. Imaju kreatore sadr\u017eaja, ekipu za snimanje i video monta\u017eu i svu potrebnu opremu. U takvim slu\u010dajevima uspostavljanje redakcije ne bi trebalo da predstavlja preveliki problem, jer su svi preduslovi ispunjeni.<\/p>\n\n\n\n<p>Tu su i mediji koji objavljuju samo \u0161tampane novine i \u010dasopise. Oni obi\u010dno nemaju snimateljske ekipe i video monta\u017eere, \u0161to zna\u010di da im nedostaju interne mogu\u0107nosti za uspostavljanje redakcije za kreiranje brendiranog sadr\u017eaja. Me\u0111utim, ovo ne zna\u010di da ne treba da rade na tome. Iako to mo\u017ee zahtijevati dodatni anga\u017eman i odre\u0111enu reogranizaciju, \u010dak i takvi mediji mogu osnovati redakciju za kreiranje brendiranog sadr\u017eaja<\/p>\n\n\n\n<p>Prvo \u0161to bi trebalo da urade jeste da anga\u017euju dodatni kadar koji podrazumijeva snimateljsku ekipu, video monta\u017eere i eventualno kreatore sadr\u017eaja. Vjerovatno sada mislite slede\u0107e: ako su ve\u0107 znatno prekora\u010dili svoj bud\u017eet, nema \u0161anse da mogu sebi priu\u0161titi anga\u017eovanje \u010ditavog tima novih ljudi. Me\u0111utim, upravo zato osnivanje redakcije za kreiranje brendiranog sadr\u017eaja predstavlja najbolje rje\u0161enje.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Prihod koji redakcija mo\u017ee da obezbijedi, \u010dak i u malim timovima sa samo nekoliko ljudi, mo\u017ee daleko nadma\u0161iti tro\u0161kove ljudi koji su zaposleni ili anga\u017eovani u istoj. Drugim rije\u010dima, redakcija za kreiranje brendiranog sadr\u017eaja stvara profit koji se mo\u017ee iskoristiti za pokrivanje manjka koji stvara medijska ku\u0107a.<\/p><\/blockquote><\/figure>\n\n\n\n<p>Dakle, ukoliko ste se pitali kako da rije\u0161ite problem finansiranja u svojoj medijskoj ku\u0107i, mo\u017eda je vrijeme da stvar preuzmete u svoje ruke! Ukoliko su vam potrebna dodatna uputstva za uspostavljanje redakcije za kreiranje brendiranog sadr\u017eaja ili organizaciju posla, sve odgovore pripremamo u narednom \u010dlanku.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mediji vrlo \u010desto strogo prate principe eti\u010dkog novinarstva. To zna\u010di da imaju tendenciju da izbjegavaju odre\u0111ene prakse za koje smatraju da su previ\u0161e komercijalne, marketin\u0161ki i PR orijentisane, jer ih brine da bi usvajanje takvih praksi uticalo na njihov kredibilitet. Ti strahovi su opravdani, ali u isto vrijeme mogu postati i problemati\u010dni za obezbje\u0111ivane finansijske [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":2856,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[64,30,63],"tags":[],"class_list":["post-2941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","category-menadzment-i-organizacija","category-razvoj-biznisa","ciTrackContent"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Redakcija za kreiranje brendiranog sadr\u017eaja: Novi izvor prihoda za medije - Journalift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalift.org\/bhsc\/redakcija-za-kreiranje-brendiranog-sadrzaja-novi-tok-prihoda-za-medije\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Redakcija za kreiranje brendiranog sadr\u017eaja: Novi izvor prihoda za medije - Journalift\" \/>\n<meta property=\"og:description\" content=\"Mediji vrlo \u010desto strogo prate principe eti\u010dkog novinarstva. 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