PR can no longer be relegated to traditional media relations. It has never been just that. Now more than ever before, organizations are realizing that successful consumer experience depends on deploying PR to create, manage and refresh their ever-present online brands. Here are three reasons why:
1. More than any other discipline, PR knows how to “content” effectively.
As Shift Communications’ Christopher Penn recently noted, “Content marketing is the darling … and continues to be the dominant form of marketing.” While few would argue this, it really means marketing has taken a giant leap toward defining itself as a subset of public relations. Let’s take a look at Joe Pulizzi’s own definition of “content marketing.”
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.