Brand Journalism - an epiphany

As a former newsie, I often feel the urge to jump back into the new industry. I miss grabbing my camera and heading off to the story of the day sometimes. What I really miss is talking to people about the things that matter most to them and sharing that information and passion with folks who may not otherwise get an opportunity to learn about it.

My transition from news into public relations and media relations came out of left field. I had been working at CN2 News, a hyper-local cable news station in Rock Hill, SC at the time. My schedule was flexible enough for me to seek a part-time job so I reached out to someone I contacted often for stories - Amy Faulkenberry, Director of Marketing at our local hospital at the time. I told her how I applied to a phone operator position at the hospital and asked if she knew who I could speak with to ensure they received my resume. She proceeded to tell me that her department would soon be adding a PR Coordinator role and asked if that would be something I was interested in. I cannot remember if I let her finish her sentence before saying yes. That conversation changed the course of my career.

After working in the PR Coordinator role fore about three months, I was invited to apply for the Community Relations Coordinator position. Taking that role meant I had to leave my reporting job, but it afforded me the opportunity to get more involved in the community. I went on to work at the hospital's Marketing Manager, then Operations Communications Manager for that hospital and eight others over the course of my nearly seven years with the organization. Scheduling press conferences and interviews, producing web and social media content by interviewing medical professionals to help educate patients and their families, creating internal communication content to keep our colleagues in the loop all mattered and contributed to the greater good of showing up for our patients. I thoroughly enjoyed the professional and personal growth I experienced in the healthcare industry.

It wasn't until I had started working as the Internal Communications Support Officer at Rolls-Royce North America did I hear the term "brand journalism". According to brandjournalism.com, brand journalism involves telling journalism-style stories about a company that make readers want to know more, stories that don't read like marketing or advertising copy. That's when I realized the work I had been doing had been best described as brand journalism.

This epiphany made the former newsie in me thrilled! There are so many elements within journalism that draw me in. To now know that I'm able to fulfill the desire to inform, educate, and provide a voice to those who may not otherwise have it fuels me to continue using this gift and passion. I love helping my colleagues feel comfortable talking about their contributions to the organization!

I've pulled my reporter hat out of the box and interviewed a number of Rolls-Royce affiliated individuals, to include our Chief Technology and Strategy Officer Grazia Vittadini, board member Gen. Darren W. McDew (the Commander, U.S. Transportation Command), and board chairman retired United States Marine Corps lieutenant general Jon M. Davis. Each of these interviews were shared with colleagues throughout the United States and available to Rolls-Royce colleagues around the world. I sincerely hope everyone who watches them learns something new and feels a sense of pride in the organization because of the great folks who are a part of it.

I'm a brand journalist and I'm proud of it!