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  • jonny curran

    Great Article Craig on
    Public Relations and Content Marketing!

    agreed with all the points and especially visual media impact on content
    marketing. Yes, peoples are so much busy in their life and graphics is a good
    option to short cut to communication. Visual
    can make a better impact on the user mind in a quick time. Thanks for sharing!

    • http://craigpearce.info/ Craig Pearce

      There are certainly many benefits to using visuals in communication, Jonny. In many cases, however, images can’t convey as many subtle aspects of an issue the written word can capture. Nor can it be as easily customised to different sorts of people who have their own preferences for information ‘digestion’. Clearly, they are both of value. Thanks for your comments.

      • jonny curran

        I agree with you, Craig. They are both of value.

        Thanks for your response over my comment.

  • http://www.husseinhallak.com Hussein Hallak

    Great Article. Story is the core of everything.
    To me, everything that is communication and marketing is one continuum and the lines are more blurry than ever. The main problem with the traditional approach to marketing and communication is to separate PR, social media, content marketing, advertising…etc from each other. This causes the message to become fuzzy and the positioning to lack focus.
    I think the challenge is less about the discipline and more about the people who apply it and ignore the power of an authentic story.

    • http://craigpearce.info/ Craig Pearce

      Thanks Hussein. Of course, as you rightly imply, getting the organisational teams (marketing, social media, HR, PR – however works on content!) on the same page regarding content is absolutely fundamental. This is to get the best possible ROI, ensure content is used appropriately and for consistent messaging.

  • JerryDRoss

    Thanks for your insights on public relations in content marketing today. I like how you boil it down to really being about telling a story that is attuned and relevant to the stakeholders and their needs. It’s about giveing content that is beneficial to your followers or customers and using the medium that is best for reaching your audiance.
    Thanks for your post.

    • http://craigpearce.info/ Craig Pearce

      Thanks for your thoughts, Jerry. Getting the balance right in providing information of relevance to stakeholders but also getting organisational messages across will always be a balancing act and, also, one of the joys of this area. Bridging knowledge and needs/interests gaps will always be a worthwhile undertaking.

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  • http://blog.prnewswire.com/author/sarahskerik/ Sarah Skerik

    This was a thought-provoking post, and the comment I started to pen ended up as a response I just published to my blog. The gist: I agree with Craig’s assessment and suggestions – PR should be taking a lead role in content marketing. However, in my day to day interactions with others in the biz, I see four hurdles that are preventing many PR pros from fully leveraging digital media. The four hurdles I see are a wholly separate PR and marketing strategies, messaging that doesn’t put the audience first, a reluctance to really embrace social media and the persistent problems around measurement. We have to lock those four things down if PR is going to own the content space. Here’s the link to the full post: http://blog.prnewswire.com/2014/02/14/4-things-pr-must-do-to-leverage-digital-media/

    • http://craigpearce.info/ Craig Pearce

      If anyone hasn’t read Sarah’s post I suggest they do – as it’s excellent!

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  • Lyndon

    The suggestion that companies, “…use senior public relations professionals as moral counsellors…” sends a shiver down my spine. The traditional PR model is devoid of any morality.

    PR should only be in charge of content when the content is focused on building relationships with the various publics. On the basis that most PR people don’t understand public relations, let alone marketing, so the idea that they will control all content troubles me.

    Most PR agencies sell media programs [publicity] where there is no conscious effort to build relationships, or get an audience to take any action of note. It is probably just as well, because without a relationship in place, the chances of successfully getting anybody to do anything – as many who have invested in publicity under the guise of PR will testify to – is slim.

    Lyndon Johnson
    Founder http://thinkdifferently.ca