From the days of the town crier, it’s been a mission for those whose job it is to share the News, share stories that matter. Stories that are interesting and desired by the public.

It’s no secret that brands want media attention. They yearn to be included in that News. That’s long been the cry but, sadly, too few understand what the media is looking for from a brand.

Today, as I always talk about on The Brand Journalism Advantage podcast, Every Company can be a Media Company (EC=MC)… I use the words “can be” because not many are actually doing it.

At the heart of stories that interest the media is precisely that: a good story regardless of where it came from: a company, a person, an incident. If the story is good, the media wants it.

When you consider all the ways to publish, “air” and distribute your story, there is no reason for a company to not be trained in storytelling…if the brand wants a chance at getting media coverage.

Forbes produced an informative article on how brands can become better storytellers with advice from its Forbes Agency Council.  Note that topping the list is advice from Rebekah IliffAirPR  to “Embrace the power of brand journalism”.

Storytelling can be a powerful tool for brands when they remember to not focus the story on themselves. –Rebekah Iliff

I couldn’t agree more.

Click the link below. The article is worth a read.

10 Ways Your Brand Can Become A Better Storyteller.





Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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