There are a lot of doubters. Most of them are hard-core journalists who are still slaving in a dying industry. (OK, it's not really dying, per se. But it's definitely changing from a corporate model to an entrepreneurial model, and few journalists are making the transition comfortably.)
I've got news for the news snobs: For the last 70 years or so, you've been doing exactly what brand journalists are doing. That is, making a living generating timely, useful, interesting stories in the service of a corporate client.
Newspapers, radio stations and TV stations are owned by corporations, not collectives. It's time to stop pretending you are on higher ground.
To be successful, brand journalists must tell stories that engage, entertain and inform their audiences. How is covering the news generated by a brand any different than covering any other beat?
"But brand journalists must submit their stories for corporate approval," the doubters say.
OK, so how many reporters don't have to submit their stories for editing from a higher-up who works (gasp) for a corporation?
Stories are stories. Journalism is journalism. Get over it.
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