David Meerman Scott suggests in a column in Econtent september 2007 vol. 30 No 7, that corporations should hire a journalist instead of having the marketing department or copy writers producing “corporate bullshit” (My words!) as usual:
“A good journalist can create interesting stories about how an organization solves customer problems and then delivers those stories in a variety of forms such as articles, ebooks, web content, podcasts, and video. Consumers will love it. How refreshing to read, listen to, and watch these products of journalistic expertise instead of the usual product come-ons that typical corporations produce”.
“…a journalist can be hired at the cost of a typical marketing campaign that usually falls flat anyway”.