"Like the glam-rock band Mötley Crüe sang in 1989, "Now it's time for a change." Brand journalism is a management tool that uncovers the best stories about an organization. It establishes a hub-and-spoke structure with the comms team at the center. It then builds a following by focusing on what audiences want to learn and need to know rather than on what the organization wants to promote."
"Yet those websites are likely to see the same reduced referrals from search engines that news sites are experiencing. Google traffic from organic search to nearly 800 news sites fell 38% in the U.S. during the 12 months ending November 2025, according to a report issued Jan. 12, 2026, by the Reuters Institute for the Study of Journalism. This'll likely get worse."
Surveys and industry data indicate a need to shift from traditional public relations to brand journalism as newsroom capacity falls and many stories go untold. Brand journalism uses reporting and storytelling to uncover an organization’s best stories and creates a hub-and-spoke model with the communications team at the center. The approach prioritizes audience needs over promotional messaging to build a following. Organic search referrals have declined sharply, with Google organic traffic to many news sites dropping 38% year-over-year and publishers expecting further falls, while AI-generated search summaries increase zero-click searches.
Read at PR Daily
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