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The evolution of brand journalism and its natural fit with university marketing
Journal of Education Advancement & Marketing,
1
(2),
111-119
(2016)
Abstract
Brand journalism is an increasingly used term among marketers but it is largely misrepresented. It is more than using the story-telling skills of journalists to hone a public relations pitch. Brand journalism is a challenge for an organisation to meet consumer information needs in an area in which the brand can be reasonably positioned as providing expert commentary. Universities are ideally placed to spearhead this evolution of mainstream journalism because of their established commitment to the public good and their natural affinity to editorial independence through the culture of academic freedom.
Keywords: brand journalism; marketing; content marketing; university marketing; editorial; public relations
The full article is available to subscribers to the journal.
Author's Biography
Dean Gould is the director of the Office of Marketing and Communications at Griffith University, Australia. He has been a media professional for more than 20 years, spending much of his career as a journalist and editor. Dean has been at the forefront of communications and media developments throughout that time, launching new digital and web products while pioneering different technology applications in newsrooms and marketing teams. He is focused on the ever-shifting communications behaviours of the consumer and how they can be met through innovative and nimble marketing approaches.
