How much journalism is in brand journalism? How brand journalists perceive their roles and blur the boundaries between journalism and strategic communication

Koch, Thomas; Viererbl, Benno; Schulz-Knappe, Charlotte

doi:10.1177/14648849211029802

Cited by 18 publications

(4 citation statements)

References 56 publications

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“…At the same time, giving internal communicators a “letter of freedom” sends a powerful signal that the organization wishes to be transparent and trustworthy. In other words, it could be argued that internal communication should not merely borrow journalistic routines and techniques (Serazio, 2021) or resemble journalistic media (Arrese and Pérez-Latre, 2017; Koch et al ., 2023), but should actually be journalistic media.…”

Section: Discussionmentioning

confidence: 99%

A move to the bright side? When journalism is invited into internal communication

Madsen,

Andersen

2023

CCIJ

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PurposeJournalists moving into corporate communication have for many years been regarded as a move to the “dark side”. This paper turns the lens to explore how trained journalists working as internal communication practitioners due to their journalistic self-concept and skills can contribute to internal communication.Design/methodology/approachAn interview study was conducted with twelve trained journalists working with internal communication in different types of organizations. Three indicators of professionalism, namely autonomy, altruism and expert knowledge, were used as categories to structure the interviews and analysis.FindingsThe respondents perceived that their journalistic self-concept and skills helped them identify the employee perspective, write relevant stories and deliver them quickly. Furthermore, their courage and lack of fear of authorities enabled them to challenge decisions made by their senior managers, especially regarding how, what and when to communicate.Research limitations/implicationsThe three indicators of the journalist profession, – autonomy, altruism and journalistic knowledge and skills – may help establish internal communication that is relevant, transparent and trustworthy.Practical implicationsOrganizations may benefit from building their internal communication around the three indicators of the journalist profession. They could, for example, host independent internal media that present the employees’ perspective and maintain a critical attitude to the organization in a relevant and compelling manner.Originality/valueFew studies have explored the role of journalists working as internal communication practitioners and their contributions to internal communication.

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Section: Discussionmentioning

confidence: 99%

A move to the bright side? When journalism is invited into internal communication

Madsen,

Andersen

2023

CCIJ

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“…The study addresses a rather narrow and specific aim (role expectations and role conflict). Furthermore, role theory is a well-established concept that has been successfully applied in comparable research (e.g., Obermaier & Koch, 2015; Koch et al, 2021; Viererbl & Koch, 2021). The interviewees were chosen due to their specific personal experiences.…”

Section: Methodsmentioning

confidence: 99%

Writing for the audience or for public relations? How lifestyle editors perceive expectations about their professional role and manage potential for conflict

Viererbl

2022

Journalism

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Lifestyle journalists work in a boundary area between journalistic and commercial interests. They report journalistically on lifestyle topics such as travel, food, or fashion, while also incorporating promotional content and public relations concerns, either because reporting on lifestyle topics would otherwise not be possible or because their publications depend economically on commercial partners. These differing demands could lead to role conflicts for the editors of lifestyle magazines. This study investigates how lifestyle editors perceive expectations regarding their professional role and whether diverging expectations lead to role conflicts. To answer these questions, qualitative semi-structured interviews were conducted with lifestyle editors from Germany. The results show that lifestyle editors aim primarily to entertain, spread positivity, and inspire their readers, while attempting to report independently and objectively. However, commercial expectations compromise these norms, leading to perceptions of role conflict.

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“…In addition, the lines are increasingly being blurred between journalism and public relations (Koch, Viererbl and Schulz-Knappe, 2021). To counter bad publicity and to promote a positive image of South Africa in the international media, organisations such as Brand South Africa, South African Tourism, and Investment South Africa push for more favourable coverage.…”

Section: What Does This Mean For Relations Between South Africa and S...mentioning

confidence: 99%

Hope Springs Eternal

Rodny‐Gumede¹

2023

The Thinker

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When South Africa is covered in the Swedish media, the focus is often on the history of South Africa, the role of Sweden in theanti-apartheid movement and, in more recent years, the political and socio-economic landscape of postapartheid South Africa, marked by increased wealth gaps, social unrest, and corruption. How South Africa is covered by foreign media is important and politicians, as well as businesses and organisations such as Investment South Africa, Brand South Africa, and South African Tourism, keep a keen eye on the media as a gauge for maintaining diplomatic relations, as well as for attracting foreign investment. As a former journalist who has covered South Africa for Scandinavian media, I have had ample opportunity to ponder and research the media coverage of SouthAfrica and the African continent in the Swedish media, as well as Scandinavian and wider international media. Drawing upon my own experience, as well as an analysis of coverage of South Africa in the Swedish news media, I ask what the image of South Africa isin the Swedish media, how this has changed over the last 30 years and, importantly, what this might mean for South African-Swedish relations?

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How much journalism is in brand journalism? How brand journalists perceive their roles and blur the boundaries between journalism and strategic communication

Cited by 18 publications

References 56 publications

A move to the bright side? When journalism is invited into internal communication

A move to the bright side? When journalism is invited into internal communication

Writing for the audience or for public relations? How lifestyle editors perceive expectations about their professional role and manage potential for conflict

Hope Springs Eternal

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