Newsroom Ink’s Vice President of Strategic Communication Springfield Lewis (r) interviews Harlon’s LA Fish owner and former Seafood Board Chair Harlon Pearce in his seafood processing plant in New Orleans.Photo: Ed Lallo/Newsroom Ink
by Gordon Curry/Newsroom Ink
At first glance, there’s little doubt the annual report for the Louisiana Seafood Promotion and Marketing Board looks strikingly different from the usual fare. Produced by Newsroom Ink, this black-and-white tabloid chronicles the varied activities in, around and in support of Louisiana’s commercial fishing community from 2011 to 2012. It’s big, bold and rich in brand journalism.
Ewell Smith, executive director of the Louisiana Seafood Promotion and Marketing Board, brought on Newsroom Ink to revamp his organization’s newsroom. Photo: Ed Lallo/Louisiana Seafood News
“When we came up with the final concept, we knew we had something as large as the lives of the fishermen and the stories we were telling,” said Ed Lallo, founder of Newsroom Ink. “We decided on a look that was as unvarnished as the content.”
The newsy-styled, 11-by-17-inch format mirrors the annual report’s journalistic approach. Sixteen pages of articles cover the waterfront, storefronts and social and political venues for the Louisiana seafood industry, highlighting such areas as:
- The work and issues 12,000+ Louisiana fishermen face daily.
- High-profile culinary events, featuring the state’s premium seafood.
- Key discussions with legislators that advance the vitality and sustainability of an industry that employs one out of 70 Louisiana workers.
Developed by a team of news writers, the stories lay out the strategic efforts of the Louisiana Seafood Board in its advocacy of local fisherman, seafood processors, wholesalers, retailers and restaurateurs, while delving into the lives of industry members themselves.
“Reporting on Louisiana Seafood, we track to the business cycles of its diverse industries that range from oysters to shrimp to alligators,” said Springfield Lewis, vice president of Newsroom Ink’s strategic communications. “The stories cover what matter to the board’s stakeholders and their livelihoods.”
A number of stories for annual report originated from the Louisiana Seafood Newsroom, and original articles for the annual are being repurposed as newsroom content. A copy of the annual is also available online.
Brand journalism is making its way into the publications and newsrooms of more companies, including The Intel Free Press, The Coca-Cola Company and Men’s Warehouse. It combines journalistic writing with behind-the-scene insights into an organization’s operations and industry-related issues.
Ewell Smith, executive director of the Louisiana Seafood Board, brought on Newsroom Ink to revamp his organization’s newsroom. He sees it as a dynamic communications platform and business tool to lay out the board’s strategic agenda.
“The newsroom is a forum to address business and industry issues, highlight our expertise and tell the stories we need told. It gives us a greater voice and a place to be heard – loud and clear.”
Louisiana Seafood’s annual report nicely pulls together these elements into a singular package – in print and online – with lots of pass-around and extended news value.
