Brand journalism: Don’t shout louder — tell better stories

If you want people to actually care about your brand — and stick around — you need to ditch the megaphone and grab the mic like a real storyteller.

That's brand journalism: real stories, real people, real results.

Let's dive in.

What is brand journalism in PR?

Brand journalism is about creating authentic, story-driven content that builds trust instead of pushing products. It borrows tactics from traditional journalism (think interviews, op-eds, features, human interest angles) but focuses on stories that matter to your audience and support your brand’s mission.

In other words: you're not just telling people you're great — you're showing them through meaningful narratives.

A good brand journalism piece feels less like an ad and more like something you'd want to read in a trusted publication.

A real-world example:
Instead of a software company shouting about its "game-changing features," a brand journalism story might spotlight a customer who survived a PR crisis using that software — and came out stronger.

Bottom line: Brand journalism earns attention by delivering value, not by demanding it.

Traditional PR vs. Brand Journalism

Let's clear this up once and for all:

Old-school PR still has its place (hello, crisis communication). But if you want real engagement — the kind that builds loyalty and long-term fans — brand journalism needs to be in your toolkit.

Brand journalism tactics that build trust

If you're thinking, "Sounds great...but where do I start?" — you're not alone. About 70% of PR pros say they struggle to create compelling content. But don’t stress, we’re here to show you how to do it:

1. Focus on people, not products

Audiences don’t connect with products — they connect with people. Tell stories about your employees, your customers, and your community. Show real challenges, real wins, and even real stumbles.

Pro tip: Next time you're writing a case study, think less "case study" and more "human story." The messy, imperfect human stuff cuts through in a sea of AI-generated content. Don’t shy away from friction or flaws — that makes it real.

2. Use journalistic techniques

Ask yourself: Would a journalist be proud of this?

• Interview real people.
  
  
• Use quotes that sound like how people actually talk.
  
  
• Focus on facts and emotional arcs, not marketing hype.

Pro tip: Build an internal “sources” list: employees, partners, customers who have a great story to tell.

3. Prioritize transparency

Today's audiences are tired of sugarcoated nonsense. A 2024 study by Edelman found that 67% of consumers say authenticity is a key factor when deciding which brands they support.

Own your flaws. Celebrate your wins — but also acknowledge your learning moments.

4. Make content genuinely useful

Content for content's sake is about as valuable as a blunt knife, so make content that helps people solve a unique problem.

Remember: 90% of consumers find custom content helpful, and 78% believe it shows a brand’s commitment to building a relationship — so if your story teaches, inspires, or empowers someone, you're doing something right.

Example:
Instead of banging on about how your platform "streamlines processes," share a BTS look at how a client reduced crisis response times by 30% — and what lessons others can steal from that success.

5. Distribute it smartly

A great story no one sees is a wasted opportunity. Publish your story on your newsroom (like Presspage’s built-in one!), distribute a media pitch to journalists, chop it up for social, send it to your email list — wherever your audience hangs out.

Pro tip: Treat your brand newsroom like a real media outlet, a place to directly engage your audiences, not just a dumping ground for press releases.

6. Respect attention spans

Message overload is real: 70% of consumers recently unsubscribed from brand comms because they were overwhelmed.

Keep it tight:

• Short intros.
  
  
• Strong quotes.
  
  
• Clear, punchy takeaways.

You’re writing for humans, not algorithms.

How Presspage simplifies brand journalism

You’ve got great stories — now you need the right tools to tell them. That’s where Presspage comes in.

With Presspage, you can:

• Build a branded newsroom that acts like your own media hub — not just a press release graveyard.
  
  
• Distribute content everywhere — publish once, push to social, and share with media contacts in a few clicks.
  
  
• Track real results with built-in analytics that show what’s working (and what’s not).
  
  
• Handle crises fast with tools made for rapid updates and keeping your audience informed.

It’s the all-in-one PR software built for modern, story-first communication.

The wrap-up

Brand journalism isn't about spinning fairy tales. It's about telling the real, human stories that make your brand worth trusting.

When done right, it:

• Builds emotional connections
  
  
• Positions your brand as credible and relatable
  
  
• Creates brand loyalty — not one-time clicks

Forget about shouting louder than the competition. Start telling better stories instead.

If you’re ready to rethink your PR strategy and build a newsroom that gets results, check out our ultimate guide to branded newsrooms!