Brand journalism

Brand Journalism
History
This seems to be something absolutely new in journalism and media studies, but it isn’t really.
Brand journalism has evolved as a movement since the 1980s, but it has never reached a level of more influential power than today.
As The Ragan.com specialists says, “Brand journalism is one of today’s most effective methods to bring alive the vision, passion and solid purpose of innovative companies determined to achieve leadership in today’s fiercely competitive world.”
What is Brand Journalism
Brand journalism brings a new dimension to the interactive and social media power of the Internet. It enables companies and organizations to tell their own stories and become trusted information resources for all stakeholders and the media.
Stated simply, brand journalism helps to create a timely competitive edge through the appeal of real news and corporate storytelling, created by professional journalists. It is an effective model for managing how a company, issue, image or brand is perceived and talked about. It is not about the traditional style of pushing out announcements, promotions or press releases that seldom get any attention.
As David Henderson, journalist and specialist in the sphere of brand journalism says, “At the heart of brand journalism is a real-time online news site, developed by a company working with a team of skilled and accomplished journalists, and constantly updated. Legitimate news features and expert perspective from opinion-leaders, together with eye-catching news photos, will help a company differentiate itself from competitors. Company will become a trusted news resource.”
We could say that brand journalism is the future of corporative communication around the world.
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