Why you need journalists

A lot of you are concerned about search-engine optimization (SEO) -- a way to get your page to show up high on Google's results.  But the trouble with SEO is that it's not magic. 

"You can try all kinds of tricks to improve how highly your site ranks in Google and other search engines, but ultimately it comes down to linked content -- which generally correlates with good content. And in order to get good content, you need journalists."  - Paul Bradshaw, E-Media Tidbits

I always tell clients their first job as communicators is to tell the story of their organization and the work it's doing. And there's no reason a journalist can't help you tell your story, delivering engaging content to the people who care about the work you're doing.

I work with a lot of great freelance journalists who are producing content to help our clients connect with people. We're doing everything from a legal podcast to a blog for smoking-cessation professionals to a radio show for kids. And Paul Bradshaw is right.  There's no substitute for good content, produced by good story-tellers (i.e. journalists).  If you don't think you're capable of communicating those stories, find someone who is, and bring them into the fold -- at least as a freelancer -- to help you.