Earlier this week we reported on the not-so-new phenomenon of “brand journalism”, or writing original content designed to inform readers while simultaneously promoting your brand. The overwhelming response to the post tells us that the issue is critical to many PR pros as they consider the roles that they play within a rapidly changing industry.

Now that we’ve established the importance of original, value-added content, let’s move on to the next question: How do you, as a brand representative, find the best stories to raise awareness of your brand among your target audience?

In the words of PRNews’s Bill Miltenberg, “the lines between PR and marketing are growing ever more blurry”, and he brings us some simple suggestions for effective brand journalism via CE Publishing editorial director and 2012 Content Marketing World Conference speaker Dan Grantham. Check out his five key points:

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