In the 1962 classic film Days Of Wine And Roses, Jack Lemmon’s character, Joe Clay, thought it unsavory at times to classify himself as a public relations man. He instead used what he deemed a more refined, objective title: “industrial journalist.”
More than 50 years later, the concept of a “journalistic” approach to PR is returning, this time as the evolution of content marketing.
Call it brand journalism.
It makes sense. Think about the word “content.” It’s sterile, generic and functional.
A journalistic approach to content, however,