From the experts: Content Communications

Summary

The speaker discusses the evolving role of PR in a content-driven world, especially in technology PR. They emphasize the need for strategic content planning, urging PR professionals to take control of content communications by developing flexible content calendars. PR's creative skills and ability to think laterally are highlighted as key advantages in maximizing content's value across different platforms. Additionally, content offers a measurable way to demonstrate business value, aligning PR efforts with outcomes like sales. The speaker concludes by urging PR professionals to think like publishers, focusing on high-quality editorial content.

Takeaways

• 🤓 PR professionals should embrace technology PR if they have a passion for technology.
• 🌐 The internet has transformed PR into a content-driven industry, presenting huge opportunities.
• 📈 Strategic content communication can be a powerful tool to amplify messaging.
• ⚠️ Many PR professionals fail to use content strategically, leading to low-value content.
• 📅 PR professionals should plan content as a core element of their strategy, using content calendars.
• 💡 PR's creative and lateral thinking abilities give them an edge in content communication.
• 📲 Content can be repurposed across multiple platforms and formats to maximize its value.
• 🔍 Content provides PR professionals with measurable business value and clear metrics.
• 💼 Content can align with business outcomes, helping with customer engagement and sales funnels.
• 📰 PR professionals excel at editorial quality, which is crucial for producing standout content.

Q & A

Why did the speaker choose to enter the field of PR?

The speaker entered PR because they found it to be a fascinating subject. They chose technology PR specifically because they love technology and enjoy discussing it regularly.

How has the internet changed PR in recent years?

The internet has transformed PR into a content-driven world, which has created significant opportunities for PR professionals to communicate and deliver messages.

What is one of the key challenges in content communication according to the speaker?

A key challenge is that content communication is often not done strategically, leading to a lot of low-value content.

What is the first thing PR professionals need to do to improve content communication?

The first step is to start planning content like they do with any other part of their PR strategy. Creating a content calendar is essential for this purpose.

Why is content planning compared to media strategy by the speaker?

The speaker compares content planning to media strategy because both can serve as execution arms of messaging, and content should be planned and executed as carefully as media strategies.

How can PR professionals use their skills to benefit content communication?

PR professionals have strong creative and lateral thinking skills, which are advantageous for content communication. They can maximize the value of content by delivering it in various formats across different platforms and social channels.

What business value can PR professionals demonstrate through content?

Content allows PR professionals to showcase the business value they provide, as it is easy to measure and track the impact of content on key business outcomes like sales and customer engagement.

How can content support a company's sales strategy?

Content can help communicate with customers, nurture prospects, and guide people into the sales funnel, especially those who are not yet ready to buy.

What advantage does PR have over other areas of marketing when it comes to content?

PR professionals are skilled at thinking like publishers, with editorial quality at the heart of what they do. This focus on quality allows PR-driven content to stand out in a landscape filled with low-quality content.

Why is it important for PR professionals to take a strategic approach to content?

A strategic approach ensures that content aligns with business objectives, helps communicate important messages, and leverages the strengths of PR in delivering high-quality, impactful communications.