Brand Journalism: An Overlooked Opportunity to Make the World Better

PRO TIP: Lead with almost anything except calling people stupid.

Seems obvious, but as PR consultant Lou Hoffman humorously points out, a recent Financial Times article might be summarized as “You’re Too Stupid to Figure Out Journalism from Propaganda.” Hoffman critiques the article and addresses its assertions one by one.

Many who practice or sell journalism, capital “J,” have more than a few gripes about brand journalism. Many of these complaints are familiar to readers of this blog, such as:

“Well, it isn’t real journalism”

Gathering information, synthesizing it, and distributing it sound a lot like real journalism. The fact remains that we’re … Read More…