Is ‘Brand Journalism’ the New PR?

Is ‘Brand Journalism’ the New PR? – PRNewser.

As usual, financial brands like banks and credit card companies have moved ahead of the curve when it comes to “brand journalism.” Prominent examples include projects likeAmerican Express’s Open Forum and HSBC’s Business Without Borders—legitimate media outlets designed to promote their underlying brands without directly selling or marketing the products in question by providing relevant, valuable information to their target audiences via original content, guest writers and media partnerships with other prominent third-party  brands like Mashable. Some efforts are less impressive: all the news on Cisco’s “technology news site” The Network seems to be about the company itself.

 

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