Public relations or content marketing? Wrong question

PR pros build relationships and content marketers tell stories, but marketing magic happens when the two become one.

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Because I stumbled into PR and marketing after being a journalist, this has never made sense to me. If both departments share similar goals, why don’t these professionals work in concert?

Content marketing seems like a revolutionary concept, but I believe it’s more a shift in perception. By viewing the life cycle of PR and marketing as part of a continuum, we are establishing a framework that makes it easy for the parties involved in reputation management and business development to work together.

The question, “Should we be doing public relations or content marketing?” is misleading, given that public relations is content marketing—or at least it’s a tool in the content marketing utility belt.

The media taxonomy

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