How content marketing has helped public relations efforts evolve

Content marketing has played a vital role in developing the way public relations works today
(PR NewsChannel) / June 19, 2015 / TAMPA, Fla.  

PR NewsChannel logoOver the years, the demand for content has increased and the result has been a boost in content marketing efforts. Now, more than ever, PR pros are utilizing content marketing strategies and techniques to benefit client campaigns and media relationships.

Similar to public relations, content marketing brings brand awareness through effective content that holds value and garners positive engagement with audiences. However, the practice of content marketing has changed the way PR practices work.

Tyler Ragghianti, project manager at PR NewsChannel, a global press release distribution newswire created by journalists, says that content marketing has helped PR evolve and better understand on owned media.

“Public relations professionals understand that finding the right audience while producing effective content is vital in positioning a brand in the marketplace,” said Ragghianti. “This includes what media PR pros target when writing and distributing a press release on behalf of their client’s brand.”

Because of content marketing, PR’s importance to a brands owned media has grown and continues to grow due to the tools available to promote owned content.

Ragghianti says that the job responsibilities of public relations practitioners has also grown.

“The role of the PR professional has expanded with content marketing,” said Ragghianti. “This includes responsibility over a client’s blog or social media channels in order to increase audience reach and position among competitors.”

Just like content marketing is about thinking about the consumer, public relations agencies and practitioners do their best to think like journalists. Where once press releases sounded more like a sales-pitch, now releases have become more content focused on pitching exciting stories that are more likely to be covered.

The importance of engagement levels within public relations have also increased through content marketing. Creating engaging content for social media channels and press releases seems to have become the norm.

“It’s just as important to incorporate multimedia elements into a press release as it is to incorporate words,” said Ragghianti. “Hyperlinks, design elements and visuals help garner more attention from readers.”

There are many parallels between content marketing and PR. Just like content marketing continues to spread, public relations practices will continue to revive and reinvent themselves. However, there is no doubt that content marketing has played a major role in helping PR evolve.

About PR NewsChannel: Designed for companies trying to break through and get noticed by consumers and the media, PR NewsChannel makes it possible for companies and public relations professionals to present news to the public exactly as they want it. About PR NewsChannel: PR NewsChannel is the global newswire created by journalists. We’re affordable, effective and offer unparalleled customer support. PR NewsChannel is the ONLY press release newswire with a Breaking News Desk, on call 24/7. We have a huge database of news contacts from around the U.S., Canada and the world, keeping it constantly updated so we can send a press release to the media at any time of day or night. We have built an extensive and powerful online syndication network, enabling us to harness the power of the Internet to get your news, everywhere.

Vanessa Malagon
PR firm: The Publicity Agency
Email:  Phone: 888-399-5534 x7782

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SOURCE:  PR NewsChannel

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