With more and more marketers working to place content in external channels there is a growing overlap between the role of public relations and the role of content marketing. While the two efforts can be complimentary, PR is not content marketing.
First, let’s be clear–I am talking about public relations, not spin. PR is about getting a company in front of target audiences with messages that make its spokespeople sound like human beings.
Today, key audiences and the media channels used to reach them want compelling content. Every outlet–print, online, blog, etc.–that accepts contributed content has some kind of guidelines for what they’ll take. Editors looks for articles that speak to their audiences, offer helpful guidance, are compelling and easy to read, deliver something fresh that won’t be published anywhere else, AND are free from promotion and sales messages.
The Driving Motivation
Strategic PR is about solving business problems, so if the business problem is a lack of leads at the top of the funnel, content can be a big part of the response. Depending on the organizations goals and challenges, a PR team might create video messages, publish content on social media channels, launch a comprehensive blogging program, and/or develop an email newsletter.
Whatever the tactic, the efforts target specific goals and have tangible measures to assess impact.
[Related: Putting the Strategy in Content Marketing]
Just like content marketing, goal-based PR targets tangible business results. The metrics marketers use to measure awareness, engagement, lead generation, sales, and other goals are often used to measure PR.
Content marketing and PR teams need to communicate. PR teams can often repurpose marketing-generated content for publication placements, social media outreach, media pitches, and more. On the flip side, successful media campaigns can spark ideas for marketers about which messages are resonating and what prospects want.