We’re told that some aspiring journalists are first assigned their own obituary. It teaches them how hard it is to capture meaning in a few words. Try doing your own, you’ll see.

Great journalists don’t rely on words, they rely on stories. Marketers agonize over single words or phrases, but they’d be better off investing in capturing stories.

Investing time in the story – that’s our secret. No shortcuts allowed. Our agency practices brand journalism, and here’s why you want it: Our approach produces more engaging content that performs better across earned, owned and paid media.

Brand journalism isn’t just an eloquent (or algorithmic) assemblage of words. We, like the counterparts we admire in traditional journalism, search for meaning in a story by literally reporting on it authentically, honestly and objectively. Your brand’s story isn’t a story without a someone in need at its center.

In our case, clients are the story, and we are happy stewards of their brands. As I step into a new role as general manager, I am certain of one thing: Here, your story will be well told. I’m certain because I know the investments we’re making in people, partnerships and processes to advance the craft of brand journalism.

Let me leave you with a job description recently posted for the Sacramento Business Journal. What struck me was that if I changed just a few words, it would largely describe skills we look for in new hires (…source building, sharp interviewing techniques, strong analytical and investigative reporting skills, clear writing, document use). Doesn’t sound like your typical PR person does it?

If you’re interested in brand journalism or simply want to compare experiences, shoot me a note at sbauman@greenough.biz.