Why and how you should adopt a brand journalism approach

The marketing practice can modify consumer opinion and enhance corporate reputation, but there are particular methods for conducting it properly and maximizing its effectiveness.

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In today’s marketing environment, it can’t be all about you.

Many organizations have turned to brand journalism—telling stories of general interest, rather than hard-selling the company message—to improve their reputations, engage customers and gain positive media mentions.

Coca-Cola, American Express and Adobe are among the companies that employ journalism-style, data-based, educational and non-promotional content in their online newsrooms, on their websites and in direct communications to customers.

Duke Energy, the nation’s largest utility, joined the brand journalism crowd with the launch of illumination, its online news site.

It put its hopes on brand journalism to prompt the public to see the utility in a new light, Greg Efthimiou, Duke Energy head of content and employee communications, says in a PRSA article. It had plenty of good news to offer about green energy, employee deeds and conservation tips.

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