PRs and brand journalists in 2017 – a marriage of convenience?

PRs and brand journalists in 2017 – a marriage of convenience?





PRs and brand journalists in 2017 – a marriage of convenience?


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.

At Collective Content we’re fascinated by how people respond to us doing our job – creating great content for brands that starts conversations. That’s partly because it’s a fast-changing field, and of course partly because it’s our job – different in many ways to the traditional journalism we’ve come from but similar in others when done well.

PR pros are important gatekeepers to us creating great brand content. So this year marks the third time we’re running our annual survey in conjunction with ResponseSource to find out what PRs think of so-called brand journalists in 2017.

Take this year’s survey here.

Last year close to 300 PRs – a majority in agencies and about a quarter of the sample working in-house – shared their views. And the results made for interesting reading.

But rather get into the analysis of last year here, we’d encourage you to take this year’s survey. We will share the results with those who take part a little ahead of wider coverage.

Last year’s results didn’t show a straightforward rise in acceptance of brand journalism compared to 2015. This remains a unique study at a time when understanding the future of PR and the rise of brand content are important to all kinds of organisations.

Please also feel free to share our survey link – . Thank you.

Download our exclusive research and report ‘PR’s acceptance of brand content uneven’.