Brand journalism can be a valuable tool to help public relations professionals achieve their goals.
Whether you’re already smitten with brand journalism or you’re still in the courtship stage, here are important reasons why you should fall head over heels with this PR tactic:
1. It controls the storytelling. Brand journalism gives you the ability to tell the story in your brand’s own words. Instead of relying on press releases and hoping that the information will be picked up by journalists, brand journalism gives PR pros the ability to share the story without any intermediaries.
2. It connects directly with the audience. When you create stories on behalf of your brand, you can speak directly to your key audience. This is something that press materials and media alerts could never do. It’s also the reason so many organizations are adding brand journalism to their communications toolboxes.
3. It transforms creativity in brands. Never before have PR practitioners had so much creative leeway in so many ways. Brand journalism affords communicators a vehicle for innovation in their storytelling techniques, including rich multimedia such as photos, videos and infographics.