Brand journalism – organizational storytelling

video cameraBrand journalism has been around for a while now. Here at AHA, we’ve been using brand journalism to tell our clients’ stories for several years. As a communications tool, it does seem to be gaining traction. Which is a very good thing.

The Public Relations Society of America listed brand journalism as one of the top 12 trends in PR for 2012 and it was included in sessions in 2011 at SXSW. (I think, like here at AHA, this may have been a little ahead of the curve. We’ve been watching the use of brand journalism for quite some time and it is just starting to emerge as a key communications tool.)

The core of brand journalism is storytelling – and when it comes to marketing, we know that good content is king. Brand journalism is an approach that provides brands with the opportunity to tell their story in the context of their industry, area of specialization or field. It can’t be marketing or advertising content – although it can link to those areas on a website. It has to have an editorial approach, which means providing balanced coverage. This demands a paradigm shift for some who are so used to selling, promoting or marketing that they don’t quite understand how to do this.

In our initial brand journalism planning meetings with clients, we spend a fair amount of time discussing this area and outlining the necessary steps to move into an editorial-focused, brand journalism strategy for content. It’s always exciting to see them “get it” – even more exciting when we review web stats a month or two after they have begun sharing stories through their brand journalism approach and they see the increase in readership, shares and engagement.

I was fortunate that my first career was in journalism. I learned the art and craft of storytelling and journalistic integrity from some of the best journalists in the country. Brand journalism allows an organization to tell its stories in a compelling, engaging and authentic manner. While it might feel like it takes a leap of faith to shift into this type of storytelling, there are so many rewards.

A great example of brand journalism is being done by Alabama Gulf Seafood. Take a look. It will give you some great ideas on how you can use brand journalism to tell your organization’s story.

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