Should PR and marketing pros create it themselves? Curate it? Buy it? Or should PR agencies use a combination of all these options?
The Council of Public Relations Firms shared a few ideas. It sees four ways for PR practitioners to meet their content needs. You can buy, build, rent or “barn raise” it.
Building content is exactly what it sounds like—you bring in your own staff of writers, editors and designers. Teach them your voice, tone and brand standards and you’re off.
Buying it just means you’re paying a third party to create content that fits your brand.