To move your company toward brand journalism, you have to be a reporter and a good writer. If you are not, find someone in your company who is, or hire a company like Visibility Marketing Inc., to do the work for you.
Remember, you must change the way you gather information. Cranking out press releases does not work. You have to tell a good story and get great quotes.
For more on the required skills to convert your communications department, click here to hear Mark Ragan and Jim Ylisela speak more on the topic.