…storytelling. Like it or not, that’s exactly what branded content is about: telling great stories about a company in a more intelligent way instead of simply extolling a product’s merits
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In the end, journalism is all about access. Beat reporters from a news media will do their best to circumvent the PR fence to get access to sources, while at the same time the PR team will order a bespoke story from its own staff writers.
http://qz.com/269227/brace-yourself-for-the-corporate-journalism-wave/