Brand journalism explained—in Academy Awards terms

What does your content creation campaign have in common with the Oscars? A lot more than you might think.

Ragan Insider Content

From actor to director to script writer, movies are the culmination of many strong components.

A superior film can bring an Academy Award for Best Picture. It’s the same with brand journalism. When multiple elements within storytelling and branding come together, PR pros—and the organizations they represent—are winners.

As you watch the Oscars this month—and wait for Leonardo DiCaprio’s triumph or snub—this is how you can understand brand journalism in movie terms.

Best actor means content to us.


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Seldom do critics applaud a movie unless it has a strong star performance. It’s the same scenario with content in brand journalism. Every brand journalism effort requires content to tell your story. Build your initiative on substance that will resonate and appeal to your target audience.

How to win: Understanding how to create content for press materials is not enough to claim victory. Today’s public relations professional must be skilled at creating both written and multimedia content for a variety of platforms.

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