If you work in PR, corporate communications, or marketing, we hope this isn't the first time you've heard the term "brand journalism."

It's the latest buzzword—and for good reason.

If you practice brand journalism, your stories should look indistinguishable from those that appear on a general news media site. It's a way to showcase your brand without pumping out a marketing brochure.

CEO Mark Ragan and head of Ragan Consulting Jim Ylisela take on this meaty topic by explaining what it is—with examples—and why it's important.

This is the first in a seven-part series on the topic.