How Brand Journalism Benefits Employees

It seems ironic how siloed communication departments can be. The larger an organization is, the more likely they are to have separate departments that handle internal and external communications. 

That often means the external comms department typically monitors journalism culture. But having a journalist’s understanding of newsworthy criteria, storytelling and ethics can benefit internal audiences. 

Leanora Minai, a former journalist, exemplifies that mindset at Duke University, where she serves as the executive director of communications.

Describe Duke University’s employee communications portfolio.

The Working@Duke portfolio is an integrated employee communications program, which includes an award-winning quarterly print magazine in its 19th year, mailed home to 39,000 employees; a daily news website; a weekly e-newsletter; four social media channels; and YouTube. 

Grounded in brand journalism and driven by data, content across channels highlights Duke’s values and strategic goals while fostering community and a positive work culture. We align human-centric storytelling around key themes: mission and meaningful work, employee benefits, professional/personal development and community/work culture. 

Our strategy prioritizes authenticity through original storytelling, in-depth interviews and custom photography and videography that supports employees in work and life.

Which communication channels do you recommend for internal storytelling?

Effective internal storytelling requires understanding your workforce and diversifying how you deliver information and content to meet employees where they are — whether on the go, working remotely or at a desk. At Duke, there is no “internal” per se, as our channels are not behind a firewall, allowing us to build a brand reputation that showcases Duke as a destination to grow, build a career and stay. 

A mix of digital tools like email newsletters, combined with in-person gatherings, is essential. But digital content can get lost in crowded inboxes. That’s why print, done right, remains a powerful tool. Tangible and enduring, print bridges employees across geographies, creating shared connections and a sense of belonging. Overall, the key is delivering content through the right mix of channels to build engagement and trust.  

How do you conduct brand journalism? 

The execution of Working@Duke content across the channels is rooted in quality storytelling, creativity and strategic alignment with Duke’s priorities. A small but mighty employee communications team takes a hands-on approach from ideation to photography and videography to design, ensuring every story is expertly framed, produced and shared to resonate and advance objectives at the institution and beyond. 

We hold editorial meetings to brainstorm and refine content. Our storytelling is enriched by integrating print and digital formats, exploring unique angles for video stories and actively soliciting stories from our community.

How does your teaching inform your work?

I love journalism and teaching and supporting the university communication students because they remind me that the foundation of great strategic communication is the same as what makes a great reporter: asking the right questions, synthesizing information, framing messages for impact, writing with clarity and precision, and practicing with integrity.