“If I only had two dollars left, I would spend one dollar on PR.”
— Bill Gates, founder of Microsoft
The dictionary defines public relations (PR) as the business of inducing the public to have understanding for and goodwill towards a person, firm or institution. In its simplest terms, PR aims to boost brand awareness and audience perception. With the rise of social media, online media portals, SEO and content marketing, PR has seen a drastic shift in its role and strategy in recent years. In addition to industry innovation, COVID-19 has not only accelerated modernization of the industry but has also led us to witness a shift in how we as PR and marketing professionals operate day-to-day.
In one of our previous blogs, my colleague discussed the trends emerging in the PR industry. The overwhelming theme of the article identifies how content is driving PR and the emerging blend of PR and marketing fields. All in all, we can agree that the goal of both PR and content marketing teams is to create quality content that pushes out key messaging to promote brand awareness in target markets. So, what does the relationship between content and PR look like now and in the years to come?
Stand Out in the Crowd
First, we must evaluate the current landscape of PR in order to see how content works alongside. 75% of PR and communication professionals say media relations is becoming more challenging. PR professionals have to work harder than ever before to stand out in a crowded media environment that seems to be inundated with content. With some journalists receiving hundreds of email pitches a day, how do we stand out?
The answer is simple. Exceptional, engaging and timely content. Although, this might be easier said than done.
Thinking Outside the Box
With the media landscape changing by the second, us PR professionals need to stay on top of our game when it comes to breaking news stories. We are now not only pitching journalists for traditional news stories, but we are securing our client’s opportunities on new formats, such as podcast participations, social media mentions, blog contributions, web TV spots and much more. How are we doing this? Video insertions, catchy campaigns, clickable subject lines, and visual aids are only a few tactics we’ve seen garnering media attention. At the end of the day, content is king.
Content and PR Go Hand in Hand
Our finding is simple. Content needs PR and PR needs content. Think about it like this; content needs PR to help stand out and get their message heard, while PR needs strong content to gain media attention. Being able to evoke emotions and make content memorable is how we can set ourselves apart from the rest.
74% of PR professionals believe content marketing and storytelling are becoming increasingly important. It is now becoming essential for content marketing to be involved in PR campaigns and vice versa. Not only creating engaging and eye-catching content but creating a complete story package for journalists is the key.
At Magnolia, we understand the shifting complexities of PR and content marketing. Our teams have evolved to tackle both disciplines simultaneously to garner our client’s impactful results.
Learn more about our PR and content services here.