When detecting the reduced impact of the usual PR solutions, digital marketing experts went far beyond direct promotional messages. They figured out how to make press releases more open and trustworthy by leveraging the power of content marketing and storytelling. This is how a new kind of soft promotion, called brand journalism, appeared.
This new PR direction shifted from the model of 'story pitching' to 'content sharing.' It translates the values of the organization through fascinating stories. Stories don't force you to any action and decision and aren't lobbying for the interests of the company overtly, but they get readers worked up.
Unlike direct ads, traditional journalism, and cursory content marketing, brand journalism powered by storytelling:
- avoids direct selling;
- answers the question "Why?";
- is based on research results and scientific facts.