Report: PR pros excluded from content marketing efforts

A recent survey revealed that although the approach is increasingly popular at organizations both large and small, public relations practitioners are often left out of the process.

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Many organizations’ content marketing efforts don’t properly align with their PR strategies.

Version 2.0 Communications recently released a report called, The State of Content & PR – Optimized or Opportunity?, which revealed that more than half of communicators surveyed (52 percent) don’t think their organization maximizes its content marketing efforts.

Half of the survey’s respondents say PR pros are not consulted to promote or amplify content once it’s created—even though 42 percent of communicators believe their organizations could benefit from a “single entity” handling both content creation and amplification.

Communicators are creating several types of content, with blog posts as the most popular (94 percent), followed by videos (70 percent), case studies (62 percent) and infographics (62 percent).

However, no matter what type of content is crafted, most survey respondents (65 percent) say they have a limited or short-sighted strategy—often determined on a piece-by-piece basis.

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