The Advent of Branded Content: Today’s Journalistic Landscape

Hosted by the Technology Section.

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Category: Branding

The role of the journalist is changing and, with that, the PR world is evolving. Sponsored content and native advertising has grown to take on many different forms — from in-feed articles to recommendation widgets — and has become increasingly pervasive. The content is also getting better and better, with publications taking varying degrees of oversight to ensure it plays well with organic earned coverage.

As publications continue evolving their business models to center more around this source of revenue, join us for a webinar to explore what this fundamental change in the media means for PR professionals today, and how to use branded content to your advantage. We’ll hear from the journalists and publishers who work alongside and help create this content, as well as from a professor of PR ethics at Baylor University, whose recent paper—Native Advertising is the New Journalism: How Deception Affects Social Responsibility—dives into the effectiveness of native advertising and how it’s affecting the separation between editorial and paid content.

You will learn:

·         What branded content means for how the media operates today

·         How branded content works, and what it can do for brands when applied to their campaigns

·         When branded content can work to your advantage, when it should be part of larger initiatives, and when it might not make sense for your current goals

·         Considerations for diving into branded content from a PR ethics standpoint


Zach Abramowitz , ReplyAll

Photo of Zach Abramowitz

Zach Abramowitz is the CEO of ReplyAll, a content marketing platform that empowers brands to create dynamic conversations online. Alongside that, he’s a columnist for Above the Law, and a contributor to TechCrunch, where he’s published interviews with thought leaders like John Grisham, Mark Cuban and Sam Altman.

Scott Mozarsky , Bloomberg BNA

Photo of Scott Mozarsky

Scott Mozarsky joined Bloomberg BNA in March 2014 as their president of cross platform businesses. Previously, Scott held a number of leadership roles during a 13-year tenure in the UBM plc Group. As president of media and marketing services for UBM Tech, Scott was responsible for building the marketing services business and driving the evolution of leading websites, EE Times, Dr. Dobb’s Journal, and Light Reading to an online community model tied to UBM Tech’s live events.  As EVP and Chief Commercial Officer of PR Newswire, Scott was responsible for shifting PR Newswire to a provider of earned media and multimedia-centric content marketing, communications and investor relations solutions.

Marlene Neill, Ph.D., APR, assistant professor, department of journalism, public relations and new media, Baylor University

Photo of Marlene Neill, Ph.D., APR

Marlene Neill, Ph.D., APR, is an assistant professor at Baylor University. She teaches courses in public relations and advertising. She also serves as the Faculty Adviser for the Baylor PRSSA Chapter. Her research interests include public relations management and ethics. She has published research in the following journals: Journal of Mass Media Ethics, Public Relations Review, Journal of Communication Managementand Journal of Advertising Education. Neill is an Accredited member of the Central Texas Chapter of the Public Relations Society of America. She served as the chair for the Southwest District of PRSA in 2011. At the national level, Neill served a three-year term on the Universal Accreditation Board, which administers the Examination for Accreditation in Public Relations; in 2012, she served on the Nominating Committee, which selects national board officers; and she was appointed to the Board of Ethics and Professionals Standards in January of 2013. Neill received her doctorate in advertising from the University of Texas at Austin, her Master of Arts in journalism from the University of Missouri at Columbia, and her Bachelor of Science in journalism from the University of Kansas.



Shawn Gaines, director of marketing communications, kCura

Photo of Shawn Gaines

Shawn Gaines is the director of marketing communications at kCura—a rapid-growing e-discovery software company headquartered in Chicago—where he guides content strategy, PR and analyst relations, social media, and brand messaging. Prior to kCura, Shawn worked in technical writing and as a journalist at various publications, including The Cleveland Free Times and Strategize magazine. He holds an MBA from Northwestern University’s Kellogg School of Management, and currently serves as co-chair of the PRSA Technology Section’s programming committee. 


Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.