Flack Pack

Brand Journalism Makes PR Fun Again! Mark Ragan and Jim Ylisela Share How

Episode Summary

Gone are the days when a PR shop could write a news release, create a photo opportunity, call a news conference, and get every reporter in town to cover the story. Equally rare is the moment when a journalist says yes to a story pitch. The news business has changed. Journalists are interested in fewer and fewer stories. Meanwhile, the news and information people want and maybe even need, about decisions, programs, and policies, is being left behind, unreported and unknown to the masses. Do you have a good story to tell? Or an angle on something happening in your community? Do you know an expert who could advance the debate? Good luck getting today’s newsrooms, themselves on the decline, to pay attention to your pitch. For decades, former journalists [Mark Ragan](https://www.linkedin.com/in/raganceo/) and [Jim Ylisela](https://www.linkedin.com/in/james-ylisela-jr-9925643/) have been on a mission to show PR people a better way. Their cause, aided by the internet, makes sense now more than ever. It’s called brand journalism, and we’re exploring it on this week’s episode of the Flack Pack. Brand Journalism News Sites: [American Express Open Forum](https://www.americanexpress.com/us/small-business/openforum/explore/) [Cape Cod Health News](http://www.capecodhealthnews.com/) [Cleveland Clinic](https://health.clevelandclinic.org/) [Coca Cola](https://www.coca-colacompany.com/) [Denver Water](https://denverwatertap.org/) [Omaha Public Power District](https://oppdthewire.com/) [University of Alberta](https://www.folio.ca/) [7 questions you should be asking about brand journalism](https://www.ragan.com/white-papers/the-7-questions-you-should-be-asking-about-brand-journalism/)

Episode Notes

Gone are the days when a PR shop could write a news release, create a photo opportunity, call a news conference, and get every reporter in town to cover the story. Equally rare is the moment when a journalist says yes to a story pitch. 

The news business has changed. Journalists are interested in fewer and fewer stories. Meanwhile, the news and information people want and maybe even need, about decisions, programs, and policies, is being left behind, unreported and unknown to the masses.

Do you have a good story to tell? Or an angle on something happening in your community? Do you know an expert who could advance the debate? Good luck getting today’s newsrooms, themselves on the decline, to pay attention to your pitch.

For decades, former journalists Mark Ragan and Jim Ylisela have been on a mission to show PR people a better way. Their cause, aided by the internet, makes sense now more than ever. It’s called brand journalism, and we’re exploring it on this week’s episode of the Flack Pack.

Brand Journalism News Sites:

American Express Open Forum

Cape Cod Health News

Cleveland Clinic

Coca Cola

Denver Water

Omaha Public Power District

University of Alberta

7 questions you should be asking about brand journalism