Updated: Nov 23
Branding companies and taking them in front of the right people at the right time is what good marketing does through its Public Relations and content creation teams. Rightly as in the words of Jean Louis,
'Advertising is saying you're good, PR is getting someone else to say you're good!'
However, with scores of data being produced every day that adds to the internet noise, it's getting tougher for companies to stand out in the digital domain.
As PR and content creation share similar nature and goals, a combined strategy is sure to help your company build a lasting brand image in the market. Indeed, a solid corporate image is found to boost your stock price by an average of 5-7%.
Meanwhile, 65% of consumers say they will shun a brand if it stays muted on crucial global issues that are important to address. Now, that's a startling figure which conveys the importance of adequate advertising and public relations handling.
PR and Content Creation: A Phenomenal Combo
PR and content creation isn't just a potent combination, but in fact, two sides of the same coin. Where good content is the art of compelling storytelling, PR becomes all about networking.
No matter how impactful your content is, it's ineffective if it doesn't reach the right customers at the right time. That's when good networking achieved through PR can help the content team reach out to a broader and more suited audience.
Moreover, PR and content creation collectively function as 'the voice' of the company. Whatever they say is regarded to be your company's words. Both teams work mutually to ensure that the right message is put across to the relevant people in the most appealing way.
Aligning PR and content creation together will offer a centralized platform where both teams can share their insights into the latest market trends across industries and develop profitable strategies, accordingly.
PR depends on press releases. But due to lack of awareness on SEO, they often fail to make a mark. Utilizing content creation tactics can help them optimize their press releases with built-in keywords and backlinks to increase website traffic.
In other words, integrating your marketing and public relations strategies with content creation is a win-win situation for the company plus, the respective teams.
Applying a PR Approach to Content Creation and Vice-Versa
1. Integrate Content Creation Efforts
Both PR professionals and content creators work on curating great content. While the former does it for editors and journalists, the latter creates content for customers. Combining their efforts will result in content that can be remodelled to suit media outreach and website advertisement.
For instance, the content may be created in a manner that refers to what PR wants to put across in the media. Likewise, the PR team can also indicate what the content marketing campaigns are suggesting.
2. Coordinate Public Image
While working together, the PR and content creation teams need to ensure that they're delivering a unified message. Both teams need to be on the same page, especially when it comes to brand values, as the brand's public image solely depends on how they choose to work.
This way, your company's advertising and public relations will appear highly aligned and coordinated, which is a significant factor for a healthy brand reputation.
3. Flow of Communication
Communication is key when two teams have to work together to achieve a common goal. PR and content creation professionals need to make sure they are up-to-date with each other's work developments to avoid gaps in their joint efforts later.
Regular meetings are a great way to keep each other in the loop and avoid unnecessary wasting of time and energy.
PR and content creation both involve dealing with people. While PR aims at building long-term relationships between the company and the public, the goal of content creation is to attract customers by generating valuable content.
Indeed, the powerful combination of PR and content creation can do wonders for your organization provided, they know their jobs well and work under effective management that can bring out the best in them.