Your company's leaders gave their blessing, and you can start building a brand journalism site.

But where do you start?

The first step is to teach your communications department to operate like a traditional newsroom. Get your staff to think like reporters, not press release machines. Think about the kind of stories you'd like to run about your brand, how you want to tell them, and how they align with your company's objectives.

CEO Mark Ragan and head of Ragan Consulting Jim Ylisela explain how to get started.

This is the third in a seven-part series.