Rob O’Regan riffs on “corporate journalism.” This is where PR is headed.
“The content can take many forms: white papers (reported with real-person interviews, not made-up quotes), articles, blog posts, video, etc. – all the stuff youâ€™d see on a typical media site. The content development work is also similar to traditional journalism: understand the target audience (customers vs. readers), identify the experts (internal and external), and get them to help you tell the story (through interviews or direct contributions). The result is more engaging, more believable marketing communications. (And itâ€™s a good next career step for disgruntled, aging journalist types.)”