Study: Why and how PR pros can dominate content marketing

PR isn’t just grabbing coverage for your organization or client. Along with other relationship-building tactics, content opportunities can mean much for the industry.

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As PR pros continue to work closely with their marketing counterparts—and efforts move more and more to online platforms—communicators have a chance to make a splash for their clients by embracing content creation.

Adyoulike surveyed execs at 75 of the UK’s top public relations agencies and found that 88 percent see native advertising as a PR opportunity.

It’s not just a creative opportunity, either: 75 percent said PR pros are brands’ best choice to create and distribute sponsored content.

Although PR execs see native advertising as an opportunity for communicators, only half of the agencies surveyed offer sponsored content services—and only 19 percent are offering it in the near future.

The likely reason for the discrepancy is that PR pros are having a hard time bridging traditional PR tactics with sponsored content.

Adyoulike reported that 67 percent of senior PR pros have concerns about the transparency behind native advertising and 40 percent worry that embracing the tactic “devalues traditional media coverage.” Only 38 percent feel “very confident” that they can explain native advertising to clients.

PR’s opportunity with content marketing

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