PR is evolving from storytelling to story creating. As traditional media outlets continue to diversify their news platforms, more opportunities arise each day for brands to tell their stories, shape their images and communicate directly with audiences. Native advertising, content marketing and social channels that increasingly support (and encourage) visuals and in some cases, longer form content are all ratcheting up demand for content.
Public relations roles are changing to meet these demands, and PR pros are responding with creative story ideas, creating multi-platform experiences while also capitalizing on trending topics and yes, breaking news. Practitioners are taking pages from the content marketing playbook, and are embracing “slow PR” which focuses on building interest over time through interaction with influencers and developing streams of relevant, supporting content.
For many, the challenge isn’t in producing more content, it’s producing more of the right content. We’re tackling that subject today on our free webinar titled “Newsworthiness: New Context & Opportunities for PR.”
The webinar is free and starts at 1:00 ET. Register here: http://budurl.com/Newsy
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of the ebooks Driving Content Discovery and New School Press Release Tactics. Follow her on Twitter at @sarahskerik.