IMC Intuition

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Posts Tagged ‘brand journalism

Where is Your Sunshine?  Understanding Public Relations & Brand Journalism

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Beth Ryan IMCPublic relations is defined as a strategic communication process that builds mutually beneficial relationships. My specialty, integrated marketing communications (IMC) recognizes that in our advertising saturated world, public relations is equally, if not more important as companies can now self-publish in both print and online.  Typical PR tools include news releases, special events, newsletters, public service announcements (PSA’s), editorials, special websites and social media, however, most PR campaigns begin with a news release.

The humble news release, well written with a compelling headline is a business owner’s most effective tool that requires little to no investment other than time and imagination.  To build a meaningful relationship with your audience and the media, you need to think and write like a journalist – this is called “brand journalism.”  In brand journalism, instead of saying, “buy my stuff,” you are telling your brand story by sharing news and information relevant to your business and the industry that you serve.  These stories position you and your company as a thought leader and influencer in your community.

A great press release can be repurposed as a blog, expanded into a white paper, posted to your website, linked to social media, or wherever your customers go for news and information.  If you boost your editorial with an ad, you will get amazing results.  Marketing guru Al Reis famously said, “PR is the sun and advertising is the wind.”*  Find your sunshine today and make it more effective with a burst of wind.

Are you new to public relations practice for internal and external communications?  I can help.  Contact me for your free consultation.

*Reis, Al and Laura (2002) The Fall of Advertising and the Rise of PR; Harper Business