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BRAND JOURNALISM AS A NEW CONCEPT IN MED?A RELATIONS OF COMPANIES?

Abstract

Author(s): Fulden ?NAL ZOREL

The media have an important and active role in the communication of companies with their target audiences. In this context companies carry out various activities within the media relations framework since past. Today internet-based new media platforms enable companies to reach their target audiences by creating their own content and also diversify activities for media relations. Recently, put forward "brand journalism" concept as a practice developed by the use of the possibilities offered by the internet, includes report preparation and publishing activities of companies as a media organization. Thus, the audience is intended to learn about both the news of brand and industry and the news of current events via companies. In this study, first, concept of brand journalism and its practices will be examined, then the concept will be discussed in the context of media relations and journalism ethics.

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Citations : 27

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