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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

  • Jason

    I know that I am a year late to this discussion but the topic is still extremely relevant today (I’d say even more). It is more relevant due to the increasing need for content and visuals to help meet customers and your audience where they are.
    As it is mentioned, our attention span has dwindled over the years and if you are not providing these short forms of content, you’re missing an opportunity with your customers, partners, prospects and employees.

    If you look at the content that has been shared with you by your network (and what you have shared) I would venture to say a good amount is the new type of content – video, infographics, GIFs and even email. Traditional news articles and long form content has taken a backseat to what is being shared by individuals because most of the time we’re viewing it on a mobile device in our hand and it comes down to simple convenience.

    There was also a point below made by Lyndon stating “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.” I couldn’t disagree more with this generalization. There are agencies and internal teams out there that keep these four actions top of mind with all of their programs: identification,
    engagement, creation and action. In today’s 10-minute news cycle, everything
    needs to be tied together and integrated so that the story that you’re telling
    to your target audience is flowing correctly. And your PR and marketing teams
    need to be smart enough to know when and where an audience tone or place in the buying / advocacy cycle has changed because you need to then address their needs, where they are.

    In short, yes, the PR agency or team should claim control of content marketing. If your PR team is able to bring in the senior counsel that calls out the opportunity through true market and customer insights, a data analytics team that can show you the numbers and the team that will execute (media relations, writers, community managers, designers), you’re sitting in a really good position because these areas are exactly what PR has been built on – now there is just trendy name for it. PR is content marketing and content marketing is PR in today’s world of communications. Why not stick with the team that knows where, what and when to create content that will further your message?