What’s the future of public relations? Earning attention? Influencing audience behavior? Telling brand stories? Engaging audiences in social channels? No matter how you answer the question, one thing is sure – the scope of the public relations remit is ballooning, even as the grey areas in which PR overlaps with social media, content marketing and demand generation grow. PR as we know it has changed, and will continue to evolve. Here’s an early look at emerging PR trends for the coming year centering on content.
Emphasis on content creation. Publishing puts the expertise on display. A great example can be found in the approach Cleveland Clinic’s team espouses. They focus their social media and content efforts on content creation, publishing multiple posts throughout the day – every day.
Is this cadence too much? According to Scott Linabarger (@scottl64), Cleveland Clinic’s senior director of multichannel content marketing, the answer is a resounding no. More than 94% of the people they polled said the organization was getting the mix just right.
Developing content brands, not branded content. What does your organization stand for? Is the answer to that question reflected in the content the organization publishes? Audiences respond to brands that are able to develop consistent, credible content on an ongoing basis.
“I think one of the biggest shifts a journalist or PR professional needs to make when they become brand journalists is that they need to think less like a beat reporter and more like a television network executive,” says Brandscaping author Andrew Davis (@tpldrew .) “They need to create content brands – not branded content.”
Visual content becomes an imperative, not a “nice to have.” Consumption of video across the pantheon of available mobile devices continues to grow, and the data are clear – content that features multiple visuals generates more views. But there’s another advantage to using visuals.
“Multimedia simplifies complex ideas,” notes Michael Pranikoff (@mpranikoff) PR Newswire’s director of emerging media. “It also conveys emotion, and emotion plays a powerful role in influencing decisions.”
The Deep Dive: How Content Marketing and Brand Journalism have become the Next Great Practice in PR
Take a deep dive into emerging trends from leading communications thinkers and envelope-pushers at “The New Public Relations: How Content Marketing and Brand Journalism have become the Next Great Practice in PR,” to be held November 5-6, in New York.
Andrew Davis and Mashable CMO Stacy Martinet head a powerhouse line-up of speakers that includes both Scott Linabarger and Michael Pranikoff, as well as pros from Whole Foods, IBM and Mastercard. More information: http://prn.to/TheNewPR
Author Sarah Skerik is a communications and content marketing thought leader.