As a PR pro, a key component to proactive brand journalism is having your experts turn their expertise into guest columns on national media. You need to understand "news value" as it applies to a brand, which will help identify the stories and tips your experts have to tell.
Similarly, brand journalism allows you to position your brand as a thought leader. Featuring a brand as an expert or thought leader allows you to include the company in a manner that is not commercial.
Dr. David Feinberg, president of UCLA Health System and chief executive officer for the UCLA Hospital System, writes about the short-term and long-term effects on health and well-being for obese children on the U.S. News & World Report Eat + Run Blog.
Audience: 20 million
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.