“Corporate journalism” is a phrase that has developed some staying power, and you’re going to start seeing us use it more because it’s exactly the type of practice that we preach.

Ragan Communications, which correspondingly calls it “brand journalism,” launched a YouTube video series on the opportunity that exists for professional services organizations to serve as news outlets, where “solid reporting and writing and the way you structure and present stories” is combined with “showcasing your brand by quoting your own experts, using examples from your own organization, and by covering your own industry.”

We look at it in a similar way.  By virtue of the work professional service organizations conduct on a daily basis, many are well positioned to serve as publishers of information with a level of credibility that can be on par with traditional media reporting

Content that is created with an eye toward developing and cultivating relationships, and less toward lead generation, is actually more effective because it focuses on authenticity.  That’s what corporate journalism is all about.  Absent an editorial gatekeeper that traditional media entails, corporate journalism has the important responsibility of striking a balance between an organization’s business objectives and delivering stakeholder relevance and value.  In a recent Huffington Post article, the author talked about how a company or organization can produce authentic content and leverage that content to reach the audience it desires. By selflessly focusing on the value of the information developed for target audiences, brands can exponentially increase the chances that their content is shared and recommended beyond their own networks. This is the holy grail of content marketing for which corporate journalism is a catalyst.

The challenge is ensuring that your “informational touch points” work together to achieve a larger business objective – whether it’s client alerts, newsletters, video clips, blog posts, info graphics, etc.  That is why a content strategy is important to streamline processes and ensure a consistent message is being delivered via that content. Disparate sources of information that don’t offer a compelling position on an issue can put organizations at a disadvantage against those that have a more coordinated and strategic approach to thought leadership development in areas of specialization.

A coordinated approach provides a compelling connection among owned (branded content), earned (media interviews and the like), and shared (social media) media which is particularly important in reaching to C-level decision makers.

As organizations evolve as sophisticated publishers of content, having a sound editorial strategy is paramount to producing content that aligns with marketing and business development efforts.  Sound familiar?