Brand Journalism, Corporate Journalism or Just Good Journalism?

newsroomink.com, 3/30/11

Two months after creation of the first online newsroom staffed by professional journalists for the Imperial Sugar Company, David Meerman Scott posted an article on WebInkNow.com on how the ISC Newsroom had created a viable “proof of concept” for brand journalism; a marketing tool he had advocated for years that was coined by Larry Light while chief global marking officer for McDonald’s.

The main goal of the online newsroom is to give a voice to a company and brand so that it could be clearly heard above the noise of the marketplace; where people less qualified but more vocal voices shout their opinions to mainstream and social media. Right or wrong, the sheer speed, volume and rapid dissemination of information can inundate communications and sway public’s opinion.

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