Social media broke the traditional media model in one fundamental way: media organizations are no longer gatekeepers of information & audiences. The very definition of “news” is changing, and this evolution creates the opportunity for PR & content marketing pros to create timely content that earns credibility, earns media and generates ongoing (and relevant) visibility for the brand. The key to finding and telling great stories in a way that will make your audience not only want to engage with them but share and even repurpose them is to commit to trying new things. Brand journalism isn’t content marketing, nor is it sponsored content. In fact, it’s quite the opposite. It is meaningful, quality storytelling.