By Mark Rose, Partner, at Influence Consulting Group.
More and more, we place less and less bottom line value in traditional PR tactics, and a much greater emphasis on content creation and distribution for lasting PR impact.
We create content through press releases, commentary, analysis, important organizational events, and third-party endorsement through publicity. Then it gets pushed out through a distribution channel = blog or News Room (the mother ship), various social media outlets, and packaged for marketing.
An ancillary benefit is that the content leads to media interest and publicity. The point is that the content created has lasting value directly to the client, compounding as a digital asset, whether or not “the media” picks it up. Now, more than ever, we are the media.
We can demonstrate lasting PR value with a simple strategic matrix: content creation + distribution = PR for lasting impact.
Think of original content the way a typical, top-level news organization does. A single story from a Dow Jones reporter can go to print, online, through social channels, and become a video story. That content can go across Dow Jones properties – MarketWatch, Barron’s, The Wall Street Journal, et al. Reporters Tweet their stories, it runs through the LinkedIn network, on and on, and it lives in virtual perpetuity as a Dow Jones digital asset..
PR pros have access to virtually every digital distribution channel that Rupert Murdoch does (excluding print).
This is a thrilling time to be in PR. We have access to unprecedented news development and distribution capabilities. Most of these distribution channels are open source, free and are limited only by our imagination and willingness to devote time and attention. Publicity is still an important component of any PR program but it is best served by creating News that is delivered to target audiences, no filter, and also offered to the media. Increasingly, they will take credible content and re-publish through their vast channels. PR is becoming a much more varied, fluid and creative business these days, much like the media whose coverage we covet. – Mark Rose