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A Roadmap to the Next Era of Strategic Communications

DH | June 7, 2011 | 0 Comments

Over many years of working closely with chief executive officers and other leaders — first as a journalist for a major television network and now as a strategic communications advisor — I have seen how important it is for a communications program to be a “valued asset” in their eyes.

Today’s executives value unique business initiatives that deliver competitive advantages and meaningful results.

Unfortunately, many of the techniques of traditional public relations, marketing, communications and advertising have not changed in decades and are considerably less effective in the digital era. I’ve known many executives to view those traditional techniques as expense items, not assets for their companies.

That is one explanation for the growing and considerable interest in the technique of what is being called “brand journalism” – both in the U.S. and Europe – as a means to connect with audiences, broaden awareness and build trust in corporate brands.
Stated simply, brand journalism helps to create a timely competitive edge through the appeal of real news and corporate storytelling, created by professional journalists. It is an effective model for managing how a company, issue, image or brand is perceived and talked about.

Brand journalism is a refined and contemporary new approach to communications for a company or organization in today’s noisy and crowded world of traditional marketing. It creates clear distinction for what you have to say.

Using the credible principles and standards of journalism and legitimate news, brand journalism is particularly effective online through interactive news sites similar in appearance and style to websites of any other respected news source. Enhanced by news-style photos and video, audiences can easily recognize unique value.

While the original concept of brand journalism was spawned by forward-looking marketing experts some years ago, it is today neither a marketing discipline nor associated with PR. It is not about the traditional style of pushing out announcements, promotions or press releases that seldom get any attention.

I describe brand journalism as a seamless triangle of interaction and engagement that merges journalism, strategic communications and online technology in order to connect people … audiences.

The pillars of journalism – facts, openness, balance and transparency – work together with the core elements of strategic communications – visionary planning, research, clear messages and defined purpose. This chemistry becomes powerful when utilizing the vast spectrum of online communications tools that we have, just a click away on our computers.

At a time when the mainstream news media is struggling to maintain profitability and viability around the world — challenged by the spectrum of new resources for news and information-sharing offered by the Internet — brand journalism gives companies the ability to tell their own stories credibly, transparently and accurately.

Trust in what a company says has never been more important. After all, customers and consumers make buying decisions based somewhat on how a company behaves and what it says. Brand journalism gives an organization the power to manage its news through credible storytelling and clear, no-frills news writing — regardless of what other online voices may be saying.
Is contemporary brand journalism proven and successful as a business technique? Yes, absolutely.

In working together with a variety of companies and organizations, my company has found that brand journalism helps key audiences to better understand the value of products and services. Interestingly, we are often engaged by companies after traditional and more expensive PR and marketing attempts have failed.

What once was envisioned for marketing now creates unique differentiation, competitive positioning, leadership, and tangible return on investment for companies and organizations. Brand journalism is a valuable asset for companies that genuinely embrace the immediacy of the digital era and want to manage their own news … and, their own brand image.

Brand journalism today, I believe, defines who will stand in the spotlight of awareness and distinction and who will choose to remain in the shadows.

My column was originally published by Cincom’s Expert Access in the U.S. and LEADERS Magazine in Europe.

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Tags: Brand Journalism, David Henderson, Featured