Brand journalism works for corporate brands, non-profits, products, services, etc.
People want information, both good and bad, and they remember it if it’s told to them as a story. News organizations focus on conflict and bad news.
There is a lot more information that is relevant and interesting than just bad news.
Tell the good news using a journalistic style, add a bit of conflict or potential bad news, and you have a winner.
What do you think? Do you have examples you can share?
Ford has one of the top Brand Journalism sites I’ve seen. It includes an easy to use “Submit Your Stories” area with easy sharing, a “Featured Story”, “Your Ideas” section, plus Ford on Facebook, Flickr, YouTube, and In The News. Anytime you can get people to write and publish good stories about you, that’s the ultimate in Brand Journalism. Check it out: www.TheFordStory.com
Johnson & Johnson
Great examples in their “Our Stories” section: http://www.jnj.com/connect/caring/patient-stories
Another great site that “owns” sugar news, the Imperial Sugar Company Online Newsroom: http://www.ISCNewsroom.com
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