A former Australian Financial Review senior writer reckons most marketing departments on both sides of the Tasman should hire more journalists – even if they would be an uneasy fit within the business.
Brian Corrigan is content director for Sydney-based integrated communications company Spectrum Group, and has been writing about the technology industry for more than a decade, most recently with the AFR. He previously edited MIS, a monthly publication aimed at chief information officers, and IDG Communications’ industry title ARN.
“Most journalists won’t be looking for opportunities to make your products and services part of your brand story,” Corigan writes on the Campaign Asia blog. “They’ll be uncomfortable when team conversations descend into industry acronyms and business buzzwords.
“They won’t drink freely from the font of corporate Kool-Aid.
“And that’s exactly why you need them on your team.”
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