6 Ways to Make Brand Journalism Work for You

Image: The Practice Brew

Image: The Practice Brew

You always want the original content you generate for your brand to be useful and sharable. This draws interest from potential customers and drives engagement that can bring business to your brand. One of the best ways to do this is to practice brand journalism.

Brand journalism tells your story without selling your brand. It brings the approach and mindset of a journalist to company content, telling a story rather than pushing a product. As Lisa Arledge Powell, president and co-founder of MediaSource, points out, media relations professionals already operate in much the same way as journalists—assembling background research, conducting interviews and communicating the facts to an assembled readership. Powell asks, “Why write a press release when you can create the actual story?”

Powell mentions that the key to successful brand journalism is adopting a newsroom mentality that includes working with actual journalists, creating editorial calendars, assigning reporting beats and holding regular pitch meetings. She also identifies six ways to help communicators generate content worthy of brand journalism.

  • Focus on the audience. Always consider what the audience cares about and how they will benefit.
  • Find a voice.  Find a real person and tell the story through their eyes.
  • Be credible. Seek tie-ins into a national trend or bigger picture. Integrating third-party stats/facts bolsters credibility.
  • Keep it simple. No ‘technical talk’ – find an expert who can speak the consumer’s language.
  • Think visual. The most memorable stories deliver engaging visual content.
  • Un-brand the content. Brand journalism is not brand-centric, but a brand journalist’s job includes figuring out how to seamlessly weave in a brand presence. 

For more information on developing a brand journalist’s perspective, check out PR News’ Media Relations Guidebook, Vol. 2.

Follow Richard Brownell: Follow Richard Brownell: @rickbrownell

Tags: , , | Comments Off


About Richard Brownell

Richard Brownell is Content Manager, PR Events at PR News. He has several years' experience in developing and producing online events. Richard is a published author with several titles for young audiences to his credit. He has also written political commentary for several popular websites and his stage plays have been produced in New York and other major cities.

Deals of the Week

Get $150 Off PR News' Google Conference


Join us on February 11, 2015, for PR News’ essential Google Conference at the Hyatt Regency San Francisco, and learn how to take advantage of everything Google has to offer communicators.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.