061: Lessons on Branding and Earned Media from The Shaolin Temple [Case Study]

We owe Christopher Beam, a journalist with Bloomberg BusinessWeek great applause for his story, Ancient Branding Secrets of The Shaolin Temple, that provides the core of today's episode on The Heart of Marketing. Jayme Soulati and John Gregory Olson take a reverse look at media relations from the perspective of the journalist as he shares the story about Shi Yongxin and his escapades to turn a small monastery in China, The Shaolin Temple, into a tourist attraction in Australia. The commercialization of culture could be the crisis communications story because Yongxin does everything wrong and gets caught in the process (yet his plan continues). The story is so fascinating and Jayme intended to share the elements of national news you need to know before earning a story in BusinessWeek or the Wall Street Journal. This episode shares more tips for companies and business owners about the pitfalls of being targeted by media to tips for preparation should it happen. Jayme, a former media relations agency pro in Chicago's PR firms, talks about story elements, whether the media can be trusted, how social media is a negative during scandal, and more. Resources IKEA and the New Rules of News Christopher Beam, Businessweek The Heart of Marketing