Emotional marketers want to get their ‘message’ out, that is their brand ‘narrative’.
For this reason, marketing departments are hiring journalists, videographers and social media experts to react quickly to situations and publish the brand story.
If there’s a ‘conversation’ or news about the brand on Twitter, Facebook or Youtube, it will be monitored and joined.
It’s no longer sufficient to advertise during commercial breaks, or for media conglomerates to own newspapers and television stations and influence their content.
Now the very distinction between marketing departments and newsrooms is vanishing. Hence ‘brand news’.
To get an idea of what is involved, see MyNewsDesk.