Brand Journalism

Brand journalism is a tactic used by companies and organizations to target and provide useful information to customers while promoting a company, product, or service. The term brand journalism is linked to a number of similar terms, including custom publishing, native advertising, corporate journalism, and branded or sponsored content. Marketers are increasingly relying on these techniques as they seek to build brands and brand values. As of 2013, marketers were investing a third of their budgets on average into direct-to-consumer content. Brand journalists are employed by news organizations, public relations (PR) and marketing firms, and large companies in in-house corporate newsrooms. Brand journalists use the techniques of journalism as part of an overall strategic communications plan to strengthen relationships and build trust with consumers. Consumer ...