When I started out in PR, I didn’t realize that I had actually chosen one of the most fast changing and dynamic career options around. The focus then was on understanding the needs of journalists, strategic media targeting and then developing well written information or staging events to appeal to target publications sufficiently that they would profile our clients as positively as possible in their editorial, whether this was as news stories or in feature articles.
Of course these fundamental principles still apply to the world of PR in 2016 but, I think that if you look back over the last 20 years, you would struggle to find another professional sector that has changed as drastically and which is now higher up the marketing agenda for most businesses than ever before.
I used to have to explain repeatedly to friends that PR was not just about long lunches or passing round the vol au vents at drinks parties, that it was actually about generating high profile editorial to increase business or brand profiles. Nowadays I find these conversations happen less and less.
PRs AKA content generators
This is because today, in our social media world, most people are aware that content generation is one of the fundamentals of marketing communications – and who better than PR professionals to deliver the best possible content for clients?
After all, we have had years of training in writing appealing editorial copy to profile our clients as positively as possible. We know from our extensive engagement with the media that it’s all about quality, from the strength of the central creative idea to the grammar in our press releases, and we also know from our years of conceiving and staging media photo calls, to get clients brands featured in target media, that a single well placed picture can tell a million stories.
All these elements have been required to position our clients in the best possible light – these PR “rules” now apply to the content that we generate for our clients in 2016.
Content = media coverage
But great content is not only about quality and relevance – it is also about engaging with both your target audiences directly online and generating impact with the media.
When developing their content plans, businesses must remember that the focus should be as much about quality brand messaging as creating ‘stand out’ impact with target media.
Our celebrity culture and its obsession with personalities has also had an impact on business marketing communications plans. In our 24/7 media environment, those companies with strong, identifiable personalities at the helm, with open corporate cultures which react to market and media developments quickly, will be the ones that will make the most impact, on and offline. And of course they will be the ones supported by the perfect blend of effective and planned PR and content generation activity!
If you would like to talk to one of the expert team at Westgate about helping you to connect more directly with your target audiences to deliver great commercial impact for your business, please email firstname.lastname@example.org. We would love to hear from you!