Content rules. But the rules changed.
Public relations professionals traditionally created content for newsrooms. Not anymore. The disruptive growth of social media and mobile technology changed the rules, not just of journalism, but also public relations and marketing.
Today, newsrooms no longer enjoy the monopoly of dictating what information the public consumes. Any ordinary Netizen could now post content and engage with each other, the traditional publishers of news, and the news makers themselves. A new generation of digital natives collectively called ‘Millennials’ and the ‘Gen Z’ want to actively participate, co-create, and be partners with the brands they love.
Public relations now means messaging and creating content for a broader, even global, audience. Managing perceptions to accelerate business growth inevitably means the marriage of content and marketing.
When we talk of PR content, we mean blog posts, press releases, case studies, social media content, newsletters, contributed articles, white papers, and events. Content can include landing pages, advertising, webinars, email and all media formats from images to video to audio. Content is geared towards building social relationships that boost earned media.
Still, creating great content and conducting media relations to get this published are no longer enough.
The PR professional must actively market this content. This means engaging audiences through Facebook, Twitter, Google+, Instagram, even via Messenger or Whatsapp while keeping an eye on new ways of connecting.
While we at present focus on social media marketing, we are developing additional skills. For instance, we embarked on making and marketing a companion app for Asia’s biggest Catholic festival, the Sinulog of Cebu.
Yes, content rules. But the rules changed. And making PR work means keeping pace with change.
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