“You don’t buy the steak, you buy the sizzle.” 🥩This old advertising mantra still holds true today.
The truth is that great companies don’t just sell products—they sell stories. It’s not the sneaker, it’s the athlete who wears it. Not the software, but the problem it solves.
This is the core of corporate journalism, aka brand journalism: Storytelling that engages, informs, and builds trust. It’s not all about selling. It’s about shaping conversations and building long-term customer relationships.
In this article, we take a closer look at why brand journalism might be PR’s biggest hope in 2025 and beyond.
Authenticity: Not Just a Content Marketing Buzzword
With digital platforms more saturated than ever, consumers are becoming increasingly selective about the type of content they engage with.
A 2025 report reveals that 70% of consumers unsubscribed from brands in the last three months due to overwhelming message volume. People have become experts at spotting what’s fake, inauthentic, or overly salesy, making it even more important for brands to focus on genuine narratives.
In today’s media landscape, trust is everything. Companies that prioritize transparency, compelling content, and real conversations build stronger, longer-lasting relationships with their target audiences.
So what does this mean for the brand you’re presenting? Storytelling isn’t just a marketing extra—it’s the foundation of credibility. Corporate journalism isn’t about flashy marketing; it’s about creating valuable content that consumers actually want to read, watch, and share.
Take Band-Aid, for example. Named the most trusted brand in the U.S. two years in a row, it doesn’t just sell bandages—it tells a story of care, safety, and reliability. Its website backs this narrative up with first-aid tips, product details, and even a nurse hotline. No fluff, no corporate jargon—just real, useful help when people need it.
That’s corporate journalism in action: Providing value and earning trust through content that matters.
Taking Control of the Narrative
As trust in traditional journalism and advertising continues to decline, companies can’t rely solely on PR coverage or paid media. But this shift has created an opportunity: Brands now have the power to tell their own, authentic stories, on their terms.
In a world where 61% percent of consumers prioritize trustworthy information, controlling your brand narrative and leading the conversation is a must.
When companies build their own media hubs, they’re not just part of the discussion—they set the agenda. They can respond instantly, share stories that matter, and build trust without waiting for a media gatekeeper’s approval.
One way to reach your target audience effectively is to identify and address content gaps. Content gaps refer to the underdeveloped or missing content that your audience is actively searching for but isn't adequately covered. By diving into these trends, customer questions and competitor content, brands can discover new opportunities to provide their audience with high-quality content.
Patagonia excels at this. The brand’s Stories platform showcases its commitment to sustainability with real-world, values-driven content. Through engaging stories, environmental campaigns, and behind-the-scenes insights, Patagonia creates the type of content that reinforces its leadership in sustainability.
Brand Journalism vs. Traditional PR
The shift from traditional marketing and PR to corporate journalism shift doesn’t mean PR is obsolete. Instead, brand journalism complements traditional PR by giving brands a direct, always-on channel to engage with their target audience.
Owning your newsroom means you can go well beyond producing press releases for the media. Journalistic ethics—rooted in truth and transparency, expert insights, and sharing compelling content—can help you build real connections.
It’s a strategic shift. Instead of launching short-term campaigns, your owned channels become a long-term trust-building tool.
Red Bull sets the standard with Red Bull Media House, where they go beyond press release and produce documentaries, articles, and live coverage to build their identity through authentic storytelling.
The Power of Direct Audience Engagement
Today, people don’t just consume content—they interact with it. Digital platforms have removed traditional gatekeepers, giving companies a direct line to their customers.
Brands don’t have to wait for media coverage to tell their stories. With owned platforms like corporate blogs, video channels, and social media accounts, they can engage as events unfold, shape conversations, and adapt the brand narrative to what their target audiences actually care about.
Nike’s digital newsroom is an excellent example, providing exclusive behind-the-scenes content, athlete interviews, and live insights directly to its followers. This level of engagement helps Nike stay connected, keep communication clear, and build an authentic identity around its story.
Long-Term Value Over One-Off Campaigns
Corporate journalism is all about playing the long game. It’s about consistency—showing up over time with content that strengthens your reputation.
It’s about telling stories that matter and earning trust not by offering genuine value.
Consumers stick around because they feel seen, heard, and part of a larger movement. These ongoing, authentic conversations are what turn customers into true brand advocates.
Ben & Jerry’s is a standout example of brand journalism. The ice-cream giant uses its blog and social media platforms to tell stories about social justice, sustainability, and community engagement.
By aligning with purpose-driven movements, Ben & Jerry’s connects with supporters who share its values, building loyalty, reputation, and a real sense of community.
Brand Journalism as a Crisis Management Tool
Beyond everyday messaging, corporate journalism also plays a crucial role when things go wrong.
When a crisis hits, companies need more than a press release—they need an immediate way to get their message across. While traditional PR responds to media coverage as it unfolds, brand journalism allows companies to take control from the start, shaping the narrative and keeping their audience informed.
Whether it’s providing transparency during product recalls, offering live coverage during service disruptions, or addressing misinformation, having a dedicated media hub allows businesses to stay ahead of the crisis rather than playing catch-up.
Southwest Airlines showed this in 2022 when massive flight cancellations threw operations into chaos. Rather than waiting for media coverage, they took to their own newsroom and social channels, giving real-time updates, clarifying policies, and keeping customers informed. This transparency helped them maintain trust when it mattered most.
Owning your platform means you can respond quickly, clear up confusion, and keep credibility intact—even when things get messy.
Getting Brand Journalism To Work for You
Brand journalism isn’t just another marketing strategy. It’s how today’s top brands build trust and thought leadership, create transparency, and lead conversations.
PR.co helps companies to excel at brand journalism and truly own their stories. Our custom-built online newsrooms centralize your news, insights, and updates, giving you a direct line to your target customers.
The PR.co platform consists of three components that help you publish valuable content, collaborate with your team, and share it with stakeholders. Each product is seamlessly connected to your website, providing you with an all-in-one hub to manage a wide range of PR activities.
Sounds like the solution you’re after? Let’s talk.
