Articles

Articles are printed or digital texts that are characterized by showing topics of public interest, are usually informative or opinion, and cover a wide range of topics. In general, they are written with a simple and everyday vocabulary without losing sight of professionalism when writing. 

Due to the ethics and responsibility that communication professionals have in society, journalistic texts must be written by accredited professional journalists or by experts in the field if the article requires it. The purpose of informative articles is to let the reader know about a news event or of interest in society. On the other hand, opinion articles seek to express the author's point of view on a particular topic. 

In both cases, the ultimate goal of any article is to catch the attention, clarify doubts, and expand the knowledge of the reader so that the reader can finally form his or her own reading criteria.

Brand journalism is a trend that aims and focuses on creating informative content that adds value and is attractive enough to attract a certain audience to a brand. In addition, it is usually related to the organization and its portfolio of products or services. Companies like American Express, IBM, Adobe, Microsoft, among others have joined this innovative proposal.

Its origin is recent and dates back to 2004 when Larry Light, who was McDonald's marketing director, declared that " no single ad tells the whole story. " So, Larry had adopted a new marketing technique that he named " brand journalism.

Some common brand journalism applications include corporate blogs, newsletters, social media content, video content, emails, podcasts, magazines, among other effective communication tools.

Companies that implement these strategies tend to have more loyal audiences with their brand, expand their presence as an organization, positively influence their followers and build trust in their environment. All this is achieved since its focus is not on selling directly through advertisements, but on informing and training the interested public with reliable and quality information content.

A correspondent is a person who provides professional services to a media organization. Its objective is to inform about events that occur in a certain geographical area covering a particular topic.

Although the correspondents are usually accredited journalists, this activity is not limited solely to communication professionals, analysts, and experts from other disciplines of interest may also be involved.

The purpose is to provide an informative analysis to the public so that they can have a broader understanding of the topic of interest.

Historical journalism is a style of journalism focused on informing about the events that occurred in the past, analyzing the impact that these events can have on history or today's society. 

To obtain and evaluate these events, the journalist must investigate in depth factual historical facts that are obtained through sources such as documents, historical places, books, newspapers, among other informative sources. In addition, you can use disciplines such as archeology, paleography, etc. 

Finally, there are reliable conclusive evidence. On some occasions this task can be extremely complex. However, it is important to highlight that historical journalism is not about counting events without any true foundation, but on the contrary its purpose is to carry out an exhaustive investigation using the historical method. It is through this methodology that is written and rewritten the story as we know it.

Investigative journalism is one of the most complex areas for journalists and is considered by many communication professionals as the essence of true journalism. 

This discipline requires vocation, journalistic ethics, perseverance, and consistency. In addition, you must have a genuine interest in discovering and showing the truth as it is, clarifying complex or unknown situations. Through the exhaustive search, the analysis and the use of the research methodology, a topic of public interest is deepened. 

The estimated time of the study can take weeks, months and even years. However, the results are gratifying and add great value to the environment and communities.

Storytelling is a communication resource that is used to create stories with the purpose of capturing the attention of the audience and generating emotion in the viewer. This narrative process is commonly known as "the art of telling a story", where a common message is transformed into highly creative content of value. 

To do this, the right atmosphere must be created, and a successful message developed to establish a connection with the public. Likewise, the structure must be oriented to the details that involve the environment, the message, the narrative, and the emotions involved in the story. 

When these tools are combined, the final product will create memorable experiences for the recipient and loyalty to the person, brand, or company.