One of this week’s most interesting stories came via David Carr of The New York Times. In “Journalism, Independent or Not,” he addressed the rise of brands or corporations that want to make their own news, be it through sponsored content written by someone else or “outlets” created and managed by the companies themselves.
In this case, the site was created by Verizon and its advertising agency — but Chevron recently received a bit of heat for doing the same sort of thing.
As the journalistic discipline continues to struggle, more and more businesses are attempting to control or, at least, contribute to the larger conversation by creating their own stories. And many PR firms have launched content creation shops to better serve such clients (Edelman’s Creative Newsroom is a good example).
But how can these companies create real value by achieving a balance between paid promotional materials and real, substantive news?
We asked four industry experts for their takes on the trend.