Traditionally Public Relation professionals aim to create brand awareness, spread of information between individuals or a company and public. Public Relation professionals’ basic strategies are to gain awareness, establish thought leadership, build a relevant loyal audience, and recruit new customers. Following the old methods of spreading the words like Press releases, participate in social activities, speeches etc. In this day and age, however, it is no longer effective to do ‘cold’ marketing.
In the era of digital world, where everyone is connected with the world wide web and has easy access to every piece of news, Public Relation professionals have to make changes in their approach. Those who haven’t sharpened their skills for content strategy, development and measurement are quickly left behind as the future of digital PR evolves.
How Content Marketing is changing Public relation?
Content is king. Public Relation professionals not only need to understand this but also need to answer the following questions:
- How content can help a company to get more traffic to it’s site?
- How many times does content need to be shared to help a brand to achieve its objectives?
Mastering content must be a top priority for Public Relation professionals to be and stay relevant.
Although the aims mentioned above for public relation industry remain the same but the paths to achieve them have changed. A public relation professional has the key elements to achieve objectives like tell a story, help journalists stand out among their competitors, create valuable content that audience can use, creating buyer persona to identify target audience and publish content at right social platform.
In other words, Public relation professionals must know content marketing. The points below help to substantiate this further:
Consumers are audiences and publishers
Consumers are no longer only audiences, they are contributors as well. With easy access to the internet, an individual can develop social network and publish information. “If you want to ensure your brand gets in the media, then become the media”
Consumers now expect not only to be informed, but also to participate in the news. Co-creation of content with consumers as well as industry can lead to overall satisfaction. For example, one of the world’s largest news network – The BBC openly invites news readers to submit their pictures and articles through their mobile applications. Believe me they are not the only ones.
Brands are answering calls to create more value for customers and their community by publishing their own news and editorial content. Companies have become publishers in their own right, pushing out content on owned channels such as blogs. Journalists and editors are no longer the media gatekeepers. It has changed the value proposition of PR industry.
PR professional are making the most of new technology. For instance, a company uses Twitter and Facebook to put a message across rather than hosting a press conference. Even politicians leading large countries express their views on such platforms.
- Optimised- A story
Content is all about story that can be optimized for the search. This makes it the best possible answer for a target audiences’ queries. Public relation professionals require strong adaptability and continuous efforts to engage target audience. For example, when a product is launched and gets major media coverage, the other competitive brands put additional promotions and information on social sites to gain the attention from target audience