Custom business journalism in organizational communication: An illustration from Sorria magazine

Abstract

The relational aspects of business communication concernes, among other objectives, the efforts of interaction with stakeholders to strengthen brands. This affirmation summarises the main point of this study: the integrative effect of the production of custom content (custom publishing) in the scenario of private organizations, based on a publication of the Brazilian pharmacy chain Droga Raia: Sorria magazine. The publication, sold in all stores of the chain, is inserted in the company's sustanability frame and its profit is reverted to health and education projects. The strategy aims to involve the public to identify with the brand by social collective actions, aligned by the philosophy of the company – Pleasure in Care. This article is based on journalism as an important tool of the organisational communication mix, by the analysis of Sorria magazine. The bibliography references the ideas of Teresa Ruão, Margarida Kunsch, Paulo Nassar and Andréa Fischer applied to the investigation of Vasco Ribeiro on the journalism that has been practiced for companies. The study presents Sorria issue #50, released in July/August of 2016. When we look at the dimension of
customized publishing (branded content) in the business scenario, it reveals the desire to set ideas about the construction and maintenance of the brand relationship with its clients from a successful business strategy.