6 ways to up your storytelling game

So you built a news platform and you’re churning out some great stories. You’re getting more traction on social media, and news outlets are paying attention. You’ve transformed your communication department into a modern, digital newsroom, and your team is acting like the reporters they should be.

Bravo!

But you know what they say (and we all know who they are): What have you done for me lately?

Brand journalism helps organizations rise above the clutter of content on the web. But you have to keep evolving, just like other publishers fighting for a piece of their audience. To stay in place is to lose ground. Here are six reasons to take your storytelling to the next level—or maybe the one above that.

1. You heard it here first. Brand journalism 2.0 means you break your own news. This can be a tough sell for many PR pros, who prefer to pitch good stories to journalists and bury bad stories in the trash bin, hoping no one will notice.

Here’s the truth: Many of your truly newsworthy stories won’t be covered—or even noticed—by a severely under-resourced news media. As for bad news, it has a way of coming out, no matter how much you try to hide it.