Journalism Marketing communication
Proactive search for information
Information selected and provided by the
Corroborate information from various
One single source: the brand
Inform the public Seduce an audience
Editorial independence Content in the service of the brand
Is your reader or the watcher of
your video interested, surprised,
amazed? Bingo! In his mind, the
few minutes spent with your
brand will be associated to a
With your content , your
customer or prospect will better
understand the latest trends on
the market and/or your area of
business. He will not miss a
significant evolution or
revolution. He will owe you a big
thank you for that!
Your prospect will get an “insider view” of
situations faced by a manager, a marketing
representative, a team leader… And all of
this, in your brand’s universe!
When it will be his turn to make a purchasing
decision or ask for expert advice, who do you think
he will turn to?
• Throw the light on your
clients, your team
members, or external
experts…) in connection to
your brand universe.
• They will be thankful for you to recognize them.
• By publishing documented
and exciting content on a
regular basis, you invigorate
your brand’s legitimacy.
• You build a loyal audience of
qualified prospects, one
piece of content at a time.
• Your content help you bypass your prospects’
reluctance towards “marketing” or “ads”.
• Once trust is gained, you can transform it into sales,
influence, better relationships, etc.
• “As a journalist, I won’t stoop
• “I am a real journalist, not a
• “My skills can be better
Just like any journalist, the brand journalist searches
information, combines and compares various sources,
carries out interviews, picks an angle, builds a story…
A brand journalist must abide by journalism ethos.
Otherwise, his/her stories will ring hollow, and it will not
– He must look for the truth and tell it (e.g. : he won’t hide
issues raised by a new technology);
– He must provide a nuanced and subtle view of reality.
• He is paid by a customer (be it a company, an
institution, a government, a non-profit
• This customer expects that the produced content will
help him reach his goals.
• It is unlikely that the journalist will make a harsh
criticism of his customer!
• It does not confuse brand
journalism for advertising;
• It makes for good conditions
(information, contacts, time for
• It accepts that the journalist will
not sweep the dust under the
• He/she understands his/her role
and its constraints.
• He has the courage to make his job
even if his customer drags their
• If the customer really does not play
the game, it’s best for the journalist
to move on.
• It requires a high sense of
responsibility of both the journalist
and the brand.
• It nurtures trust between the brand
and its targets.
• This trust will then breed the brand’s
commercial and relational
Crédit photo : Alosh Bennett
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