by Chelsey Webber

The concept of brand journalism is quickly becoming a trend in the world of public relations and marketing. Some professionals even venture to say that brand journalists will soon be in high demand. With traditional forms of journalism in decline, media and PR professionals could soon find themselves recruited by companies in search of brand journalists. But the question remains: what’s brand journalism?

Brand journalism stems from the idea that companies wish to be seen as more than just sellers of products and ideas. They want to be champions of sustainable efforts, environmentally friendly causes and resources, humanitarian efforts and more. AdAge characterizes brand journalism as a “Modern Marketing Imperative” that focuses on developing a brand’s story by producing creative, customized content. This extends beyond writing news releases and conversing on social media. Brand journalists write relevant and newsworthy stories to help develop a company’s brand beyond its products and services.

Coca-Cola: Brand Journalism Experts

Coca-Cola illustrates the concept of brand journalism brilliantly. Its website is filled with articles that, strangely enough, have very little to do with Coke products. You can find information regarding programs that range from restoring local parks and playgrounds to providing clean water for villages in Africa.

The content found on its website is telling the story of Coca-Cola’s brand. It positions the company as more than just a distributor of soft drinks by humanizing it. Coca-Cola’s brand has established it as not only an industry leader of soft drinks, but also as a champion of community outreach and humanitarian relief. Coke isn’t simply a soft drink; it’s a soft drink with integrity.

My Two Cents (You’re welcome).

My research on brand journalism leads me to believe that, as a whole, the concept is quite simple. As a brand journalist, you are not speaking to the company’s interests. Rather, you are speaking to the interests of the consumers.

In this wonderfully cohesive marriage of journalism, storytelling and brand management, you will find timely, relevant and newsworthy stories, written by brand journalists on behalf of a company. The important thing to recognize about brand journalism is that you are not writing marketing or advertising copy. These are stories that consumers can relate to without feeling bombarded by the never-ending stream of traditional marketing and advertising.

If you have any thoughts or opinions about brand journalism, let us know! Leave a comment below and be sure to connect with us on Facebook, Twitter, and Instagram.