This week we bring you a special three-part post co-written with Tim Gray, content strategist at online marketing/web design firm Blue Fountain Media. Tim believes that brand journalism is indeed the future of PR–and that the best way to promote a brand is to create that crucial content yourself and promote it via social media.
The first step on the way to making brand journalism work: abandon the self-centered approach to messaging that formed the basis of the traditional PR playbook.
- Move beyond the standard PR mindset
For decades, brands bombarded customers with me-first messages pushing “my product, my service, my plan…that you the customer now have the pleasure to purchase at my command”. This approach worked because customers didn’t have too many options when searching for information. It doesn’t work any longer, because most web surfers will quickly abandon your page unless you present them with compelling, easily accessible stories that truly engage, entertain and inform.
The “if you write it, they will come” maxim feels a little too simple though, doesn’t it?