If you follow this blog, or follow me on Twitter (@missionparadox) you've heard me talk about the Four Pillars of modern arts marketing. One of those is journalism. Here's a question I get often:
What's the difference between journalism and storytelling?
The way I see it, storytelling + context + credibility = journalism.
Anybody can tell a story, particularly online. But it takes a lot more work to put any story in context with what's happening in the world or even within a particular organization. For example, marketing visuals are a key part of storytelling. But to try and turn a marketing image into a bit of journalism we gave some context into how the image was created. You can read about that here.
Now consider credibility. Credible is defined as being "able to be believed". Can people believe what your marketing is saying? For example, if a dance company calls every performance "incredible", "innovative", etc. then you risk losing credibility because no performance can be all those things all the time.
I should also point out that you can be both credible and biased. Every marketer is biased. I think people understand that if you go to my organization's website (or yours) the goal is to create some sort of positive outcome. They key is to remember that they key to any positive outcome is trust. Being seen as credible is a vital element to building trust.
Storytelling is easy, therefore storytelling isn't enough. I believe you also need to add context and credibility to get your story to spread in a crowded and competitive world. The combination of all three is what I'm calling journalism.