What is the future of corporate communications?
No one knows for sure, though brand journalism seems likely to stand the test of time. Great storytelling never goes out of style, after all.
Launching a brand journalism initiative is no simple undertaking, however. It requires investment, unwavering commitment and buy-in from bigwigs who set budgets. It requires a patient perspective that accepts a broader, more nuanced view of ROI. Perhaps more than anything, brand journalism requires a companywide understanding of chief objectives and expectations.
If you’re interested—but perhaps not quite convinced—here are four reasons to pursue the long-term messaging merits of brand journalism:
1. It’s empowering—for your company and your employees. As Mark Ragan stated in a recent interview with Flack Pack: “It’s time to stop begging the media—and to become your own publisher.”
Doesn’t that sound nice? Instead of relying on diminishing returns from such weary tactics as blasting press releases into the void and relentlessly hounding disinterested reporters, brand journalism puts you in the publicity driver’s seat. You control your own messaging destiny.