You know what brand journalism is
and why it's important for your company to start practicing it,
but your company's leaders are still a few steps behind. And even though you're ready to create a brand journalism site, your plans won't go anywhere if
your boss isn't on board.
How can you persuade your company's executives to invest time and money in the project?
You have to make a strong business case, and explain how it will improve business.
CEO Mark Ragan and head of Ragan Consulting Jim Ylisela explain—with examples—how to do so.
This is the second in a seven-part series on the topic.