Technology has had a profound impact the public relations profession. While the basic art and science of storytelling has remained relatively unchanged, the channels and content via which those stories are told have been transformed.
As a result of those changes, brand journalism has emerged as the new standard. An organization’s owned and earned channels are now becoming increasingly important outlets for news, content and ideas.
With increased focus on corporate publishing, modern PR teams need to be able to move beyond traditional programs that revolve around press releases and instead understand ever-evolving news values. They must also have an eye for a story and always be exploring new ways to engage audiences.
While PR practitioners tout the benefits of brand journalism, marketers have been singing from a similar hymn sheet and content marketing has become a key element in lead-nurturing campaigns that go beyond transaction to establish an ongoing digital dialogue with their audiences.