Creating Your Own Media in the Age of Digital

Increasingly in the digital world, companies can create their own media outlets. One company that has taken that to the extreme is Chevron. It has been doing business in Richmond, California for more than 100 years. While Richmond is located in the San Francisco Bay area, it was underserved by regional media. Chevron launched The Richmond Standard, an online newspaper to address that need. It devotes 95% of its media coverage to community news and 5% to company messages branded as “Chevron Speaks.”

RELATED: The Age of Radical Transparency

Dave Samson, General Manager of Public Affairs at Chevron, talks about this fascinating approach in this week’s Conversation in Crisis.

“The Richmond Standard has more readers in Richmond than the San Francisco Chronicle or the East Bay Times combined.”

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