No matter how you define it, brand journalism has a number of key principles:
- It provides customers with true value. It’s not a sales pitch and is without a hidden agenda.
- It’s transparent. Like traditional journalism, brand journalism is built upon a commitment to factual, unbiased information. It provides an opportunity for you to provide comment on important industry issues and trends, and helps to establish your brand as a leader.
- It’s relevant. Good journalists know what kind of content their audience wants. Brands need to know this too. Make it a priority to understand what your customers want and need from you. Answer their questions and provide them with the information they care about. This is exactly what a traditional journalist does.
- It’s trustworthy and “real”. Journalists have to be unbiased, and although you’re handling PR for a brand, you should make an effort to provide content that offers your audience more than a plug for a product or service. Feel free to express individual ideas and respond to comments on Facebook, Twitter and your blog with a “human” voice. Don’t forget to encourage conversation.
- It’s compelling. Think outside the box and focus on storytelling. Find the human angle of your business and share it. This is one of journalism’s fundamental characteristics.
- It’s built on multimedia. Journalism isn’t limited to print and your brand shouldn’t be either. Get creative and use as many mediums as possible to tell your brand’s stories.