Why every business needs a journalist

  • Olivetti typewriterContent is king – but is that the end of the story? Today, with the rise and rise of social media, coupled with a focus on improving a website’s SEO, every business should be producing content on a regular basis.

    But, importantly, it needs to be good content – informative, insightful and well written. Even if you’ve got a fantastic idea to share, if the copy is poorly written or full of mistakes, readers will soon stop reading.


    Today, people are beginning to rely on social media as their primary source of information. In fact, many people reach for Twitter, Facebook and LinkedIn, before picking up a daily newspaper.


    Twitter, in particular, is an excellent way of controlling the information that is delivered to your desktop or smart phone. People are becoming more discerning on Twitter and only following people and organisations who regularly deliver good content – whether this be a blogger within their own industry sector or an innovative organisation they want to emulate. Then they mix that up with following key news providers, to ensure they are informed if something major happens in the world at large.


    Businesses are now beginning to compete with the media as publishers - with high quality copy and analysis able to build brand names and reputations for those that can deliver it. This doesn’t just have to apply to large organisations. Businesses working on a local level are in just as good a position to achieve this. The key is writing good content and producing it regularly – and this is where organisations are likely to fall down, or simply give up, through a lack of time or skills.


    Today, every business needs to have a journalist on hand to report on its achievements and opinions. Journalists are used to writing copy. They understand how articles and other pieces of writing, such as press releases and blogs, should be structured and written.


    Journalists are also able to generate copy reasonably quickly - which is useful to business people who are short of time; quite often they know what they want to say, but struggle to get it down on paper and spend ages writing and rewriting.


    Utilising the skills of a journalist does not mean that the organisation loses its voice. A good journalist will get to know the company it is writing for first, understand its culture and identify the tone of voice it should use.


    Journalists are generally happy to edit copy sent their way or, alternatively, start from scratch by interviewing the business expert over the telephone or simply getting them to email through some bullet points. A good journalist will also be proactive, scanning the media, offline and online, to see where the opportunities are for their client to comment or respond.


    So, it’s not content that is king – there’s plenty of that about - it’s good content which makes the difference.

Related articles

  • Read More

    How to get on the right side of a journalist

    I spent 20 years as a journalist, working for a variety of publications, from financial journals to a magazine for the duty free trade.  During that time, I was sent thousands of press releases and...

  • Read More

    Maximise your next media interview - 5 tips for how to prepare

    This is a guest post by Jennifer Wasilisin Burns of Marketri, our associates in the USA.  The article first appeared on the Marketri blog....

  • Read More

    Listen, create, distribute and measure - the essential components of a modern PR plan

    Modern day public relations is about more than issuing press releases - now commonly called 'content marketing', it requires research and monitoring of the conversations that are taking place in the...

  • Read More

    Rising Sun - Why the UK's newest Sunday paper is important for us all

    So, it appears that we are about to welcome a new national newspaper – The Sun on Sunday, which launches this weekend. Rupert Murdoch has travelled to the UK...

  • Read More

    People and businesses do amazing things - but why?

    The run-up to Sport Relief 2012 has begun and, as I write this in the warmth of The Marketing Eye office on a chilly September day, comedian David Walliams is battling to swim the full length of the...

  • Read More

    The damage done to journalism by phone hacking

    Over the past few days, many journalists have probably been busy thinking up alternative ways of describing what they do for a living.  With phone-hacking scandals falling out of the News...

  • Read More

    Read all about it - the definition of good PR

    Angela Ward, Head of PR Services at The Marketing Eye, describes how PR adds value to businesses.I’ve been thinking a lot recently about what PR actually is.Having been a journalist for 20 years,...

  • Read More

    Spinning out your expenses - how to handle a PR crisis

    A crisis communications plan doesn't have to be a weighty tome, it can be a simple set of guidelines that first considers the types of crises that could occur and then walks through the main steps...

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact


Contact us

T 01825 765617

E hello@themarketingeye.com

Our offices

Full details of our offices in London and Uckfield more

Request a call

'; ';