5 tips for being a brilliant brand journalist

The goal of brand journalism is to build awareness of your company by reporting stories focused on your audience, not the company. To get there, communications professionals should act like reporters. That means your job – and your rapport with colleagues – will evolve.

Fortunately, we have Ragan Consulting Group Senior Consultant Tom Corfman to show us how to advance in our careers. Tom is the former communications director for the Cook County Treasurer’s Office and assistant managing editor at Crain’s Chicago Business; his experiences inform the five interviewing tips below. Here’s how to uncover and report the stories that will support your organization’s business goals.

1. Read everything. “I was surprised as a reporter at the number of PR people who were not familiar with information about their own company … or with what their competitors were doing,” Corfman says. “You’d have to catch up the PR person.”

For communications professionals getting started in brand journalism, research is even more essential. Read everything you can – from what’s on your website to SEC filings to competitors’ news.