Boeing understands that brand journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel.

Interestingly, many Boeing communicators were former reporters. This post includes an interview with Todd Blecher, who was a former real-time wire service journalist at Bloomberg News who now among other duties manages the @Boeing Twitter feed.

Effective brand journalism is about telling stories. Like newspapers, magazines, and television news reports, Boeing brand journalists publish their by-line with their reports. This shows that real people are behind the stories.
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