5 reasons PR should own brand journalism

The development of a storytelling campaign often raises the question of who should manage the project. Here are arguments for staking your claim and keeping things on track.

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Communicators are butting heads over brand journalism.

Public relations, marketing and members of digital teams often wrestle over control of brand journalism. Who is best suited for brand journalism initiatives?

Here are five reasons PR pros should manage projects and stories:

1. Strategy. Brand journalism campaigns need a strategy. At the heart of a PR pro’s job is being able to execute publicity plans that link to a larger organizational goal. In most PR departments today, employees at nearly all levels are expected to understand their brand’s business goals. Professionals who build and execute PR initiatives that work in conjunction with the goals of other departments gain credibility with peers and executives alike. Why? It demonstrates knowledge of the big picture, which is invariably a priority in brand journalism campaigns.

2. Story mining. For brand journalism to be successful, you must deliver top-quality content. Historically, it’s been the job of a PR pro to uncover relevant stories that appeal to their target audience. Now with brand journalism, members of a PR team can use these story-finding skills for company-owned content.

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