Content Marketing and the PR Renaissance

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Remember PR? You know, public relations? Remember when companies paid for that stuff instead of just having an intern tweet it? It’s okay. We barely do, either. In our post-content marketing revolution world, PR seems like an ancient beast tiptoeing its way to extinction. Many industry insiders say, however, that could be changing. 

As a recent panel, BuzzFeed’s Jonathan Perlman optimistically stated, “I think PR is bound for a renaissance.” The panel also featured Matthew Browher of Ketchum and Digiday’s Josh Sternberg. Sternberg agreed that the explosion of content marketing hasn’t killed PR. Rather, it’s brought it back to life.

“At the end of the day, all people care about is good content. PR people have the skills to create that content. There’s going to be a big push in the PR agency world in the next 12-18 months toward this, especially as media agencies and ad agencies are getting squeezed,” Sternberg said.

Not only do PR firms have the writing skills, distribution is sort of what they do best. PR geniuses become that way because they have a talent for getting the right stories to right media channels. A great story becomes a forgettable one if no one knows about it.

“Content is king, but distribution is queen and she wears the pants. It’s not nearly enough to create a good piece of content. You have to understand how content spreads across the web,” Perlman concurred. 

Personally, we’ve seen the small business PR trend explode because of content marketing. Motivated business owners get a crash-course in PR when they’re stuck with great, original content and pushed to find new ways to distribute it. Thanks to social media, blogging and more online media options than ever before, folks are feeling empowered to take on the PR reigns for themselves.

Readers, do you agree? And are you a do-it-yourselfer when it comes to PR, or do you use an agency? Tell us in the comments section!

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