Do you know what brand journalism is?

Recently, brand journalism became a term widely discussed. Although there is still no agreement on the fact whether this is a kind of journalism such as political, sports or it is a new direction in PR field, it is a fact that it is a new trend which uses journalistic forms and style so that the story about the company would be told.

The Marketing Manager of McDonald’s, Larry Light, was the first one who used the term “brand journalism” (brand journalism). He said adds do not tell the entire story and that brand journalism can do it. Large companies such as Boeing, Cisco and Imperial Sugar have already adopted the trend.

Brand journalism enables companies to independently create and launch content through different online communication channels. Working this way, companies will have decrease demand for PR agencies while on the other hand, they hire more journalists who will create the content.