December 05, 2015 / by Katie Gaab

Consumers have started to tune out brand messages.

But don’t fret, there’s a way to break through, gain back their attention and make your brand be heard: brand journalism.

In fact, 78 percent of CMOs estimate that future marketing and communication will rely on this customized content approach.

Here are three aspects of brand journalism all PR and communication professionals should understand before deciding to include it into a marketing strategy:



Let’s start with the basics: brand journalism is not journalism. While both reporters and brand journalists look out for stories that touch on current events or breaking news, their mindsets differ.

Brand journalists are motivated by successfully reaching business goals and focus on increasing brand impact, while reporters are motivated by sharing knowledge and focus on impacting the public’s perception with information.

Furthermore, brand journalism does not necessarily bring products and services to the forefront of discussion like content marketing does. Instead, it looks at how people are affected by the particular brand.


Brand journalism is also not content marketing. Content marketing exists to guide people down the sales funnel; brand journalism exists to invite people to start that journey.

Brand journalism’s target outcome is to acquire relevant audiences by building awareness and providing context for follow-up messaging.

Content marketing, on the other hand, aims to strengthen and nurture loyalty with a brand’s audiences by capturing interest as well as generating leads and sales conversions.

See what seven leaders in brand journalism have accomplished! Get our free white paper now!



Content marketing pieces can take on a variety of forms: blog posts, ads, videos or even memes for social media platforms. Brand journalism, however, typically takes a longer form and is later distributed via social media networks.

For brand journalism to succeed, this content must have a centralized home that’s easy to find, navigate and link to.

Above all, brand news hubs, like traditional newsrooms, must focus efforts on current trends or events when posting new content. In a recent report, Mynewsdesk found that 98 percent of businesses have a news hub, but only 35 percent are consistent in creating and posting new content.

Brand Journalism Ads_Final_AD2_Twitter- lead gen card 800 x 200

Images: umjanedoanAllan AjifoRobert Couse-Baker (Creative Commons)

Most Recent Posts

Cision Blogs Topics

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.

About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.