PR and brand journalism – an unholy alliance?

PR and brand journalism – an unholy alliance?

February 4, 2016


February 4, 2016


PR and brand journalism – an unholy alliance?


Tony Hallett
Managing director

Tony set up Collective Content in 2011 so brands can more easily become publishers and tell stories. This built on 15 years in media, from reporter to publishing director at Silicon Media Group, CNET Networks and CBS Interactive.

Last year was the first in which we published groundbreaking research into the changing face of journalism and what that means for PR. This year we’re revisiting that subject.

2016 Survey Logo

In 2015 we found an almost even split between those in PR who say they treat brand journalists– namely content creators who work directly for a brand – the same as traditional journalists who work in the media (albeit most of the media counts these same brands as their biggest source of revenue through advertising).

This year Collective Content and our partner ResponseSource are aiming to see if the trend towards accepting brand journalists is accelerating, retreating or landing about where it was 12 months ago.

So if you work in PR, whether at an agency or in-house, please take this very short survey. We will get you a copy of the unique report we produce at the end of the process ahead of the rest of the world. It’ll be seriously interesting.

Brand journalism, for all the awkwardness of that phrase, isn’t especially new. You told us that last year. But with the rise of native advertising at online publishers as well as brands more generally pursuing content marketing, it is very much on the rise. The fact that thousands of experienced journalists are also available to fuel it as newsrooms around the world shed jobs has also made it possible.

But there are many different views within the PR community about engaging these individuals – many of whom they have long known at various publications and broadcasters.

But rather than go into those issues here, we’d first like to hear your opinions. Please share our link or take the survey here. Thank you.

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