Brand Journalism - or Should That be in Quotes?

Tiger Woods at Dubai Desert Classic 2001 (Photo credit: Wikipedia)

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Several athletes are already taking control of their message. Tiger Woods announces all of his news via his website. Athletes take to Derek Jeter’s “The Players’ Tribune” to tell their own story. The most marketable athletes tend to also be the ones actively telling their stories on their digital platforms.

Brands need to grasp the same opportunity to tell their stories to fans in interesting ways. Blasting out press materials in hopes that writers and bloggers will pick it up is – at best – old fashioned, and at worse, increasingly ineffective.

The future of cutting edge media relations strategies are centered on the brand as a storytelling engine; a news outlet in its own right. Forward-thinking brands are taking control of where, when and how they tell their stories online by being more assertive and deliberate in how they use their owned properties as branded destinations.

Brand journalism is a vehicle that organizations, especially those invested within the sports category, must use to reach consumers.