Brand journalism is strategic reputation management and content creation in the online and social media age. It is the practice of sharing an organization’s story through a range of mediums, using an authentic voice based on journalistic credibility.

It is a combination of strategic communication, editorial storytelling, targeted outreach and interactive technology that allows an organization to share its message with its target market.

To be effective, brand journalism must be tied to the strategic goals of the organization, support its business objectives and deliver measurable results.