Content PR: An emerging trend for 2013

What exactly is meant by the term content PR and how does it differ from traditional PR?

Content PR is the extension of content marketing principles – the creation of compelling, relatable content – to the public relations practice to more effectively share an organization’s story, increase awareness and build audience interaction.

For content PR to work effectively there has to be an integration between marketing and PR. Traditionally, campaigns only consisted of a press release being sent out to the media, whereas content PR looks at a more interactive approach by involving key audiences.

Some shifts from traditional PR to content PR include:

From the occasional campaign to an on-going presence

A campaign builds an interest, but does not maintain the interest of the audience. Once the campaign is over, the audience is more than likely to forget about it soon after. It is important to know what interests your audience and to build on that instead of just enforcing messages out onto them.

After implementing campaigns, offer a helpful service to your audience. Show the audience you care by offering advice, answering questions, addressing concerns and clarifying buying decisions.

Engage via compelling content

Don't be shy : add some colourption

As opposed to the generic text release, make use of digital media to evoke interest in your audience. Capture the attention of the audience by being entertaining - make use photos, videos and infographics.

You’ve likely heard the saying, “a picture tells a thousand words”, therefore show instead of tell as about 65% of people are visual learners.

Have an active online presence

The power of social media in today’s world is incredible. Twitter, Facebook and YouTube are only some of the social media platforms that can be used to build your brand’s image when used effectively. 

Being active on social media and engaging with your audience will allow for better relationships between the organization and its public. Furthermore, interacting on a more personal level through social media channels will allow for your brand to reach a greater audience at a minimal cost to your organization.