While in Paris recently, I discussed the concept of brand journalism with Aurélie Charpentier of AdC – L’Agence de Contenu. Aurélie and ADC are leaders in spreading the effective discipline of brand journalism across France.
In today’s digital era, with powerful communications tools at our fingertips, brand journalism has come of age and is soaring in popularity because it is the most efficient approach to enhance the image, reputation and competitive leadership of companies and organizations.
“This is not advertising or public relations, or the brand content. It is something between the three,” says David Kiley of BusinessWeek about the fast-growing discipline of brand journalism.
Aurélie asked me to define brand journalism.
“This discipline centers around managing image and reputation online,” I told her. “It is based on credible, transparent, legitimate and focused communications of legitimate and authentic news related to a company, organization or business sector. It is really journalism, and not necessarily related to PR, advertising, media relations or marketing.
“Public relations, promotion and marketing are, in fact, pushing messages out to audiences, one-way. Brand Journalism, on the other hand, engages audiences through an open exchange of news and sharing.”