After Hurricane Michael devastated the Florida Panhandle, Duke Energy repair crews did more than drive around to assess the downed power lines.
They ventured out in boats, piloted drones and buzzed about in helicopters to determine where to deploy crews and equipment, Duke Energy reported on its brand journalism site.
Such stories are relevant to customers and can result in dramatic images and video. This enables organizations—rather than news media outlets—to frame their own story.
That’s why so many organizations have gone all in on brand journalism. If you’re having trouble selling your leaders on the approach, perhaps they can be persuaded when they see the benefits.
Ragan Communications Chief Executive Mark Ragan, a former national political reporter and an early advocate of brand journalism, says communicators should stop begging the media and instead become the media.