'PR 2.0', 'brand storytelling' in Public Relations & Social Marketing Insight

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From www.multimedia-journalism.co.uk - August 2, 2012 5:09 PM

I’m a simple soul. I deal in realities

The first reality I see is that journalism as a career is under threat, because not enough people are prepared to pay for what we make
I can also see that any organisation is, or could be, a media company, in addition to whatever else it does.

I see that many people are choosing to get their information through social media, rather than through the products of traditional publishers and broadcasters.

Social media has changed the equation. We no longer live in a world where the rich and powerful control the means of mass communication. Now, anyone can publish their news, views, comment and analysis.

Social media brings the added dimension to the dissemination of news and information that it is passed among groups of friends, colleagues or those bound by some other sort of self-defined common interest by way of personal recommendation....

[I like Andy Bull's approach to brand journalism. It's part of a series of Masterclass posts which are included in a Multimedia Journalism course online. The course is very reasonable and includes textbook and online resources for approx $55. Essential reading for marketing, PR and content marketing pros. - JD ]

From www.multimedia-journalism.co.uk - August 2, 2012 5:00 PM

Brand journalism is journalism produced on behalf of a brand

But it’s not used just by brands. It can be used by any kind of organisation, or for any cause.

It is as relevant to Amnesty International or the Red Cross as it is to McDonald’s or Coca-Cola. It can be used by everything from a major food manufacturer to a local restaurant; from an educational charity to a particular university or school.

Increasingly, it’s used by any organisation that has contact with the public, including the police and other emergency services, local authorities and government agencies, transport authorities, bus and rail companies and airlines.

It’s also used by organisations that work in B2B sectors. So businesses that sell to other organisations use brand journalism to establish themselves as trusted authorities in their field.

Any of those organisations can employ journalists and/or journalistic techniques to create compelling content - content that uses all the skills and techniques of traditional journalism to craft a memorable story, and present information that a particular audience needs, wants, values or is entertained by....

[Good look at brand journalism by @AndyBull - JD]

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