Looking for a corporate angle?
Corporate journalism involves writing articles for a company news site, website, newsletter or publication – often with a positive angle or agenda. Unlike commercial journalism –the kind of journalism that finds its way into newspapers– there’s much less scope to be critical or to dig around, cajoling information out of interviewees.
One of the central things a corporate journalist requires is a good sense of diplomacy. It’s essential to maintain client goodwill and to reassure people that you interview that you are not setting out to “dish the dirty” on them.
What can a corporate journalist do for your business?
As the newspaper industry is changing under the weight of the Internet, more and more journalists find themselves looking for new outlets for their writing skills. Rather than seeing them as people likely to attack or question what you do, you will find them very adept at helping you develop and spread your corporate story. This will help your marketing and PR.
The clearer you get your message out to people and the more interesting it is, the better it will be received.
Hiring a freelance corporate journalist?
It goes without saying that a journalist should have excellent and demonstrable writing skills. Above and beyond that, look for someone who:
- has experience working with business clients
- has written in your particular field or sector
- has worked with managers and other senior staff
- knows how to be diplomatic
- understands what you’re trying to achieve
- can work to deadline
With businesses increasingly under pressure to talk to customers in news ways through the generation of content, corporate journalists who understand your business can help you make the most of channels like:
- weblogs
- newsletters
- in-house magazines
- company websites
I have a lot of experience as a corporate journalist. Just this week, for example, I’ve had a couple of examples of corporate journalism published by Stockholm University. On the surface these pieces might look like research news but they work to promote the university internationally.
Work Samples
- Stockholm social scientists participating in important climate debate
- Stockholm professor speaks in public about the “Illusion of lie detection”
- Pirates leading legal establishment into new waters
Contact Jon Buscall
If you need a corporate journalist, why not get in touch.
Image:FlickrCC
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