As technology and consumer media habits change, so does the news landscape, making it increasingly challenging for brands to tell their stories. Many media outlets are no longer in business and editorial teams are getting smaller. To ease the burden on journalists, who are often stretched too thin and overworked, brands are now embracing brand journalism to take on more of the work themselves and communicate their brand messages exactly the way they want to.

I recently had the opportunity to attend the PRSA Colorado Chapter Summit and sat in on a session about brand journalism led by Denver Water and BOK Financial. Brand journalism is a different way of thinking about public relations, in that it focuses on telling a story and creating content in a journalistic way versus pitching a reporter to craft and share it.

Here’s how brand journalism works and how organizations can get on board:

  • Focus on stories. Think about the story you want to tell and why it’s important to share it. This requires thinking more deeply about what matters to your audience. For example, Denver Water needs to share news and information about the water supply in Denver in a way that will get people’s attention. One way they’ve done this is by sharing stories about how they’re providing water during times of critical need. For example, in October 2021, Denver Water shared a story showcasing how the U.S Forest Service collected water from Dillon Reservoir, Denver Water’s largest reservoir, to help fight the Ptarmigan Fire near Silverthorne.
  • Build an internal newsroom. Organizations’ communications departments are mimicking newsrooms by hiring writers, editors, videographers and former journalists to create stories as if they were going to be published on a news website or air on a local TV station. BOK Financial launched TheStatement, a website with financial news and insights geared towards customers and potential customers. Articles are designed to look like articles from any other online news platform. Don’t have the resources to hire former journalists or invest in creating an internal newsroom? That’s okay — ask existing team members to share story ideas and contribute to the blog, and make sure they understand the benefit of doing so. That’s what BOK Financial did to start The Statement and the team has grown from there.
  • Leverage owned channels. Once you’ve identified your story, determined why it matters and packaged it up, share it on your company’s blog, social channels, newsletter and website. Leveraging owned channels allows companies to amplify content and reach multiple stakeholders, including current customers, prospective customers and media too.
  • Enhance reach via earned media. Take that same story and pitch it to relevant local media. News outlets often like a story that is packaged up and ready to go because they can cut it into a shorter segment or run it as is. If they are short staffed or in need of content, your story is more likely to see the light of day. Reporters and editors will also start to come to your blog or website for ideas and inspiration. Local weather forecasters have gone to Denver Water’s blog, TAP, for information on drought conditions or watering rules and have shared Denver Water’s info and graphics on air.

Companies can easily incorporate brand journalism elements into their existing communications structure and see results. In fact, many of our clients at Linhart PR are embracing brand journalism and we’re partnering with them to create valuable content. For example, check out Graebel’s blog, Insights. Similar to Denver Water’s TAP and BOK Financial’s The Statement, it communicates trends, announces company news, celebrates employees and shares thought leadership pieces.

Linhart PR supports Graebel and other clients with content strategy and development. If you’d like help with brand journalism for your company, reach out to us at  https://www.linhartpr.com/contact.

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