7 reasons PR departments should drive content

As organizations grow their digital presence, content has become the currency of choice. PR professionals should be helming the effort, the author says.

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In other words, I’m a storyteller.

As organizations are expanding their digital presence, “content” seems to be the hot topic now—specifically, organic and targeted content. I’m not highly educated on pay-per-click, Google rankings, link baiting, and so on; however, what I do know is that if you create relevant and useful content, people will read it.

There are several different ways that companies organize their marketing teams. But rarely is the PR person also the content manager. Working for a small company, I’ve adopted both roles. It’s been an interesting journey. I’ve learned that the skills built within the public relations field apply to the needs of a successful content strategy. So it got me thinking, why don’t all PR folks take charge of general content—or at least have a hand in it?

Here are a few reasons I’d like to share:

1. We’re storytellers.

Have you ever been stuck in conversation with someone who drags on a story, goes in circles, jumps on a tangent, and still hasn’t made a point? As trained PR professionals, we know how to capture an audience, reel them in with good details, and make the freaking point already.

2. We’re more concerned with people than rankings.

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