Brand journalism is the new PR & we've known this for sometime now! Organizations practicing brand journalism are more likely to succeed in PR initiatives than those using traditional methods.
We love this article, Farewell 'push' marketing, hello to brand journalism, from The Globe and Mail! It explains the transformation of our PR industry today & we agree with the author that brand journalism content should focus on your audience:
MediaSource is a media relations and content production firm that specializes in brand journalism tactics. From news media coverage to consumer video tactics, MediaSource partners with the nation’s top hospitals and corporations to get their message to targeted audiences. MediaSource is best known for delivering brand buzz by amplifying messages across both earned media and company-owned media channels.