The erosion of staffing at newspapers and other media outlets presents a problem for PR pros.
As newspapers have disappeared or shrunk, PR staff and agencies have fewer opportunities for media placements. Yet corporate communications teams have found a solution: creating their own publications to deliver their messages unfiltered by reporters and editors.
Rather than praising the company and its products in marketing-speak, the company-owned print and online publications maintain a neutral tone, cover a broad range of industry news and offer helpful advice to customers and consumers. As they report company news, they write in a journalistic style, cite industry experts and emphasize facts over fluff.
Brand journalism—sometimes called corporate journalism or corporate media—can increase website traffic, educate stakeholders, publicize the organization’s good deeds and attract customers.
In addition to following recommended best practices of brand journalism, PR and corporate communications can study the following examples of exceptional brand journalism.