I have said this before and I will say it again – Public Relations is constantly changing and we need to change with it. If we don’t, we will become irrelevant. Brand journalism is a PR philosophy that stimulates the sharing of corporate stories in a journalistic way, to engage with customer and stakeholders. Brand Journalism isn’t a new concept, but it is something that I believe PR professionals should be doing more of.
With brand journalism, we PR professionals need to act as the reporters for our clients. This doesn’t mean writing a regular blog (content marketing), or shooting a video of the company and how it got started (story telling). I am talking about writing on the current trends and informing your audience on the current development that is going on in your client’s market!
So why is it important? One reason is because there are fewer reporters to report stories. They are busy, and at times want to cover your story, but just don’t have the time. Being able to write the story, shoot video/interviews and send to the station will put you one step above other PR professionals. But in order to do this, you will need to have a journalist mind set. You need to think like a reporter! Ask your clients the questions a reporter would ask. Remember, you can’t be a great content producer unless you are a great reporter.
Another reason is with the use live streaming platforms like Facebook and Instagram Live; you are able to act as your own media platform. You are able to reach your fans and target audience with this, so why not make the most of it? I am currently utilizing Facebook Live is with my client, Kevin Collins, who is a criminal defense lawyer. We do monthly Facebook Live videos where he discusses current law topics that are trending. For example, his latest video was on privacy rights when it comes to technology. Yes – we could have written a press release for this topic, but we must remember that a press release does not mean guaranteed media. By doing a Facebook Live video on the topic, Kevin is able to speak on the topic and we are able to engage the audience and get them involved by having them comment and ask questions.
Now, go out and tell your client’s story like never before!