Abstract
Brand journalism is an increasingly used term among marketers but it is largely misrepresented. It is more than using the story-telling skills of journalists to hone a public relations pitch. Brand journalism is a challenge for an organisation to meet consumer information needs in an area in which the brand can be reasonably positioned as providing expert commentary. Universities are ideally placed to spearhead this evolution of mainstream journalism because of their established commitment to the public good and their natural affinity to editorial independence through the culture of academic freedom.
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