A friend recently asked me about his PR program.
His agency is getting him play in traditional media. That’s great. You need that.
But, in 2010, you need more.
When I started my career PR people chased media. Now we are media.
Today PR has to be a centre of content creation, because the biz is now the media.
Here are 5 reasons your PR department must be an integral part of content creation:
- PR understands how to match content to a target. We used to spend oodles of time tailoring pitches to journalists (and still do). The skills involved in this activity are TOTALLY transferable to content creation.
- PR knows about packaging content. By this I mean we know how to use multiple media to tell a story. Good pitches employed the right multimedia. In this era, you need to understand your community’s favourite medium (or media) for digesting content.
- PR people know about getting to the point quickly. We are in an era of “snack-sized content,” traditional PR pitches (good ones) have always been about saying it quick and simple. Good content is easily digested. No Rolaids required.
- PR knows how not to offend (theoretically). PR people tend to filter things through a prism of “will this result in negative reaction.” You don’t want to create content that offends. If that’s what you’re producing, say “bye bye community.”
- PR people are creative. I know, not all of us are. But the best flaks cook up amazing ideas to get coverage for mundane things. In a world of white noise that is unlikely to subside, creative content is the only way to get noticed.
What do you think?