Is brand journalism the new PR? Is it more effective than pitching and press releases?
Lisa Arledge Powell, president of MediaSource, says yes.
“The key to brand journalism is producing content that your audience actually wants to see,” Powell explains. “It’s not about your CEO. It’s not about your brand. It’s not about what you want to promote.”
Powell and Mark Ragan, CEO of Ragan Communications and publisher of PR Daily, explain how organizations can execute brand journalism well and what types of content audiences want to see. Powell and Ragan also share examples of organizations doing brand journalism right.