Part Two: Public Relations Needs To Drive Compelling Content
This is the second blogpost in our five-part series discussing the most important trends in public relations and marketing.
Nowadays, if you’re in the public relations business, you’re in the content marketing business.
Content marketing is an industry term that barely existed 20 years ago. Now, there are courses on it at institutions of higher learning, and some people choose it as a career. Content marketing entails packaging information in an attractive way that induces a desired call-to-action (find out more, make an appointment, give us a call, buy now, etc.) from your target audience – and that’s where the PR part comes in.
The role of a public relations firm has always been (and still is) to understand a client’s distinguishing message(s), identify that client’s target audience, then reach that audience through available channels of communication. Once upon a time, that meant things like press releases, media advisories, earned mentions, and public events.
But the times they are a-changin’. Effective PR today necessitates the creation and distribution of informative, attractive digital content such as:
- Social media posts (Facebook, Instagram, Twitter, LinkedIn, etc.)
- Video productions
- Photo galleries
- Website content
…in addition to releases, advisories, articles and events. All these forms of communications outreach – when well strategized and implemented – work together to drive key messages directly at the target audience, resulting in a positive public perception of your company’s or organization’s brand.
But without compelling content to attract them, any outreach efforts could fall flat.
From a public relations perspective, the goal of content marketing is to define the client’s unique sales proposition – what they do better than anyone else – and to establish the client as a thought leader – a go-to source for expertise in their field. In essence, the goal is to rise above the rest. Viral videos, shareable Instagram posts and topical, relevant blogs are effective ways to be seen, heard, and liked.
Communications technology has changed immensely over the past few decades; the way people communicate hasn’t. As is human nature, we’re still attracted to pretty pictures and new experiences – and when we want something, we want it now.
Today’s PR demands creativity and novelty. It demands targeted outreach through social media as well as earned media. It demands messaging that can be posted quickly, seen quickly, and acted upon quickly. Today’s PR demands content marketing.
About Loudoun Clear Marketing: LCM was founded in Leesburg, Virginia, by Sharon L. Wright, who brings more than 30 years of local, national and international experience in the fields of Marketing, Communications and Public Relations. She has established a team of high-performing professionals to serve the PR outreach and strategic marketing needs of clients throughout Loudoun County, DC and nationally bringing customization, community connections and technological know-how to every project.
LCM is heavily involved with a variety of non-profit organizations serving Loudoun, and works closely with for-profit companies to enhance their brand within the NoVA region. More about Loudoun Clear Marketing is at LoudounClearMarketing.com. Turn It Up!