Brand journalism: How to create your own media outlet

Do your homework, build gradually, measure your results, and—to develop and sustain your credibility—approach your topics objectively.

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Some say brand journalism is the new PR. They might be right.

Earning media coverage in the traditional fashion is now more difficult because of staff reductions and space constraints at newspapers. The decline in the number of journalists means fewer opportunities to garner media placements.

These days, if public relations practitioners want to win publicity, they might have to write (or video) the story themselves.

Brand journalism—sometimes called corporate journalism or corporate media—can increase website traffic, educate stakeholders, publicize the organization’s good deeds and attract customers. PR writers are mistaken, however, if they believe they can produce top-quality brand journalism by posting corporate marketing literature on the company blog.

PR pros have to abandon long-held practices. Writers accustomed to producing advertorials or other types of marketing and PR copy are ill-suited to the task. Here are some tips to produce outstanding brand journalism:

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