Marketing Works Today

Integrated Digital Marketing & PR Consulting from Brown Ltd.

Brand Journalist or Another Title?

Real Estate Brand Journalism via Email

You can call me anything you want as long as I get paid and you don’t call me late for dinner.

I’ve been doing “brand journalism” and content marketing since the 1980’s at IBM. Before that I was a national magazine and newspaper reporter, contributing editor, stringer, feature writer, managing editor, etc… Lots of titles.

It’s all semantics.

The lines between a classical journalist and a content maker are blurred almost beyond recognition.

I’ve had magazines ask me to write puff pieces for advertisers for their news section. I’ve produced videos for companies that ended up as segments on Discovery or a local affiliate, I’ve produced “News Minutes” for radio that focused on an advertiser’s product or service, and on and on.

Media company journalists are content makers. So are brand journalists.

The media company will say they are objective and don’t take a position on a story. The brand journalist clearly takes a position. Do you believe the media company?

I’ve learned since sitting in media company editorial meetings pitching stories: There is little, if any, objectivity.

The fact that an editor or editorial staff would choose to run a story on a celebrity divorce, instead of a story on the Marines that were killed this week in a war zone, automatically demonstrates bias. They are biased based on what their audience wants and their business model vs. what really is important news.

The act of choosing a particular story, one quote over another, who to quote, one fact over another fact, is an act of bias. There’s very little that’s “objective” about it.

And that doesn’t include purposefully spinning a story the way media companies do. They have their “editorial positions” on issues and as a reporter, you better follow them, or out you go.

Each writer and editor brings all their experience and baggage to the party. You can try to fake objectivity, but using judgment about a story is an act of subjectivity.

The news business is a business first. The “code of journalism ethics” is a fairy tale [Oh, there I’ve gone and said it – let the hate email begin]. Nice thing to aspire too but not followed or in most cases not practical. The code is to sell eyeballs and ears, as many as you can, so you can increase ad revenue, not some lofty goal of news nirvana.

Newsletter Postcard

The only reason there is evening news from a local affiliate TV station is to put content around the advertising – not the other way around. Do you really care about the car wrecks, burglaries somewhere else, weather emergencies outside your neighborhood, etc? What is the journalism “code” for that?

It’s great to tell all sides of a story. That’s what hard news and feature journalists are supposed to do. But it’s rare when it happens for a lot of reasons: time, space, budget, knowledge…

Most Americans trust journalists less than lawyers or car and real estate salespeople. Why? Because they know objectivity is a myth. They would rather that the writer/producer just be honest about it… like brand journalists are.

Brand Journalism (or whatever you want to call it) – helpful information that customers and prospects care about, usually told as a story – has driven more press to my employers and clients than thousands of press releases.

In fact, I have publishers from newspapers, magazines, and GMs from TV stations contact me to get in on the action. They figure it’s better to find a way to work together than compete. It’s all about the quality of the content and the analytics. Get more eyeballs than the press, and the press will come running.

How about this for a title: I’m a for-profit content maker. No? Better yet, just call me paid.

Advertisements

Filed under: Brand Journalism, Content Marketing, Print, Real Estate Marketing, Writing, , , , , , , , , , , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

R. Michael Brown
Marketing Consultant, Public Relations Consultant, Freelance Writer: West Palm Beach, Florida

"I help organizations increase sales, and pump up the value of their brand, using media, for the lowest cost per customer."

Digital Marketing and Public Relations consultant, writer, and producer with over 20 years experience launching brands like DiVosta Homes, IBM Multimedia, Nextel, Motorola business and government sector, and SunFest Jazz Festival.

MikeBrown@BrownLtd.com
561-756-1674

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 28 other followers

Google

Add to Google

Share This

Bookmark and Share

My Portfolio Below

In the My Shared File Box below you will see files to download from my portfolio. Download and let me know what you think!

Flickr Photos

%d bloggers like this: