Ian BurrellL: Vice forges innovative partnership
As the old boundaries between journalism and PR continue to shift with the development of the internet, some news organisations are finding innovative ways to work with partner organisations and amplify the impact of stories.
The youth-orientated Vice has skilfully aligned itself with the gay-rights group Stonewall to ensure maximum exposure for its new film, Young and Gay in Putin’s Russia, which highlights a rise in homophobic attacks.
By bringing Stonewall on board soon after the footage was shot, Vice ensured that the film will get the constant support of the campaign group’s large social-media network in the run-up to the Winter Olympics.
Stonewall said it had “advised” on the narrative of the film but that Vice retained editorial control. It’s a tactic we are likely to see more of, rather than relying on the old model of simply publishing and waiting for the world to take notice.
General Election 2015: Tories sack candidate who said she would never support 'the Jew' Ed Miliband
Bali Nine executions: Indonesia confirms killings of Andrew Chan and Myuran Sukumaran will go ahead
The four utterly contradictory polls that tell the story of this election and why it is pointless trying to predict the outcome
General Election 2015: Prospect of Labour-SNP coalition makes one in four voters less likely to support Ed Miliband, says survey
Baltimore riots: Furious mother marches her son home live on TV
- 1 Frank Lampard's face drops when Holly Willoughby introduces him as a 'Man City legend'
- 2 'Do not give them a reason': Baltimore man divides police and rioters in hope of avoiding violence
- 3 X Factor in crisis as numbers of people auditioning plummets
- 4 Baltimore riots: Furious mother marches her son home live on TV
- 5 General Election 2015: Stephen Hawking says he will vote Labour
£65K - £75K (DOE) + Benefits: Guru Careers: We are seeking a Creative Director...
£40 - 48k + Benefits: Guru Careers: We are seeking a Marketing Manager to join...
£20-30K(DOE) + Excellent Benefits: Guru Careers: We are seeking a PR Account M...
Competitive (DOE) + Benefits: Guru Careers: One of the UK’s largest and most s...