There is a perfect storm brewing in the publishing world. A storm that is fundamentally altering how and where consumers interact with information and news.
Taken alone, each of the four key trends is interesting... but when viewed through a combined, interdependant lens, you quickly see that tomorrow's successful public relations agency needs to quickly adapt or die.
Brand Journalism, Content Marketing or whatever name you wish to give it is not a trend, or a fad. It's a new reality brought on by a Me Too media world combined with technological change occuring at an unprecedented pace.
In this 40 minutes presentation to the IABC Southern Regional Conference, I took the audience through each of the four trends and then brought them all together in the end to understand why, in my opinion, tomorrow's successful public relations strategy will absolutely include brand based journalism.
If you've got 2,400 seconds or so, I'd love for you to give it a listen and then let me know what you think about brand journalism, the future of public relations and the news industry.
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