You’re reading it here first... Former Reuters SVP of general news Katie King is joining Microsoft’s (NSDQ: MSFT) MSN UK as creative and development head, leading an initiative to help advertisers create branded online content. She will also head development and training for the editorial team.

King had most recently been consulting on digital strategy for PR agency Burson-Marsteller for the last couple of years, after leaving a 15-year stint at Reuters in 2001. She will move from Washington DC in the next couple of months.

King told me she will introduce a programme to the MSN site that will help companies achieve objectives through “digital storytelling” - ie. she will offer clients online space that is not quite advertising but which uses online journalism disciplines to communicate their message.