For a long time, public relations has carried with it a negative connotation of being all about press releases and news pitching… and not much else.  However, media that have run with stories given to them from PR professionals were clearly drawn to something.  There was a newsworthy story that an audience would care about.

Yes, part of public relations includes traditional forms such as writing a press release and building various relationships with the media. However, with the writing skills that many PR practitioners have, can keep them competitive with what is known as “brand journalism.”

Lisa Aldridge Powell, president of MediaSource, and Mark Ragan, CEO of Ragan Communications, discuss how companies can execute brand journalism and how to do it correctly. Click here to check out the video.