What is brand journalism?

What is brand journalism?



if you work in public relations or marketing or even in social media no doubt you've heard this term brand journalism hi I'm mark Regan CEO of Regan Communications here with jimweiss Ella who is a former publisher at Regan now managing partner of Regan consulting Jim spends a lot of his time going into companies and reorganizing their communications staff around this notion of the company as media outlet which is a pretty radical notion when you think about it Jim it really is I mean when you think about brand journalism that's kind of a new term that's out there and it really is combining two things it's journalism solid reporting and writing and the way you structure and present stories just like the newspaper or the meet other media outlets but in doing so you showcase your brand by quoting your own experts by using examples from your own organization and by covering your industry yes a one test for those of you who are only now getting familiar with brand journalism I like to say that when you create a corporate branded news site the test is if a reader comes to the page does it look indistinguishable from a general circulation news media site that's what it should do and there's a lot of great examples out there right now HSBC has a fantastic brand journalism site called business Beyond Borders so it's got a look Kwak like a news site it can't write you can't have marketing messages slamming people on the site can you that's so important and and that's why the brand and the journalism you got to be very careful about that mix these cannot be stories that read like marketing brochures even though you are showcasing your brand you're doing it by writing really good stories showing expert opinion giving people really solid information in a very conversational journalistic way that they can absorb and another way to define brand journalism because we don't want anyone to misunderstand this is it's not always about you in fact it may be seldom about you it's about your niche you are covering the industry that you're in because who else is a better expert so for example Sophos the IT security company in the UK covers IT security much the way a trade publisher would write so and they have a new site called naked security naked security love it so it's really about covering your niche covering your industry and having people come to trust you as the expert source that's right thank you so much you're welcome

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