Might there be such a thing as a truly journalistic approach to corporate communications? I’ve been seeing the phrase “corporate journalism” tossed around lately, and it has me wondering…
I think, in part, this depends on your personal definition of “journalism” – for it is indeed a subjective and malleable concept.
For some people, “journalism” is a quasi-sacred term reserved strictly for the product of traditional news organizations (or journalism schools) and the writers, editors, photographers, and producers who receive their training there. Others don’t believe traditional news organizations hold a monopoly on journalism – and their definition of “journalism” might include independent publishing efforts such as certain personal Web sites and weblogs, ‘zines, community radio or tv. For some people, goals such as objectivity and practices such as source requirements independent confirmation are the hallmarks of “real journalism,” while others think that journalism and advocacy are not necessarily mutually exclusive.
But what about official corporate/organizational communications projects such as newsletters, intranets, Web sites, and HR materials? Can these efforts adopt a journalistic approach that would be more meaningful than a veneer? What might be the advantages for this approach, and its potential pitfalls? Is “corporate journalism” anything more than a propaganda strategy?…
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