Public relations is the practice of managing the spread of information between an individual or organization and the public. Publicity often consists of planning, executing, monitoring, and evaluating communication plans in order to achieve a favorable reputation for ones clients. The goal is to increase brand awareness on behalf of one’s company or client.
Content marketing is a strategy that uses the internet and traditional media to create and share valuable, relevant, and consistent content with your target audience. It can be used for both inbound and outbound marketing. Read more in detail here: what is content marketing.
Creating high-quality, engaging content is one of the finest methods to communicate with your target audience on the web these days, especially as Internet users become more demanding.
But here’s the thing: merely developing your own branded content isn’t going to cut it. With so many tools available online, standing out and being recognized by prospective clients is becoming more difficult.
You’ll need a robust content marketing plan, as well as PR operations, to get your material (and, eventually, your brand) in front of the proper people.
I’ll go through the following topics in this article:
Let’s get started.
The Public Relations Society of America defines PR as “the art and science of influencing, engaging, and creating relationships with important stakeholders across many platforms in order to create and frame the public view of a business.” This is typically accomplished through producing and disseminating noteworthy information.
According to the Content Marketing Institute, information marketing is focused on developing and delivering quality, relevant, and consistent content to attract and maintain a clearly defined audience. Marketers often use PR methods like email outreach to promote their content and expand their reach.
Even while PR and content marketing are distinct, they have a same foundation: continuous storytelling that is consistent with the brand and suited to a particular target audience. Their final aims are similarly intertwined: enticing clients and making them adore your business.
Combining the two gives you the opportunity to broaden your reach, raise brand recognition, establish thought leadership, and even stimulate customer demand. Here’s how you can utilize public relations to help you with your content marketing.
Public relations may help content marketing in a variety of ways. The following are the top five reasons why content marketing and public relations should work together:
Let’s face it: with so much material being created every day, even the greatest of it might easily go undetected. You may quickly market your data-focused, emotive, or tangential material among relevant journalists, editors, bloggers, and influencers through public relations outreach. You can get your material in front of the proper people this way, and if it’s excellent enough, you’ll receive more social shares, media attention, and a larger audience.
According to ON-Broadcast, a broadcast specialized organization, many journalists confess to obtaining news on social media or other media sites. It implies that if you maintain sharing your article via various channels and acquire guest posting chances on credible websites, reporters will pick it up. In the long term, regular articles and press mentions will only increase your reach.
It’s fantastic to promote your content among journalists and influencers, but public relations is much more than sending a single email pitch and hoping for more views on your articles. It’s all about cultivating and maintaining mutually beneficial partnerships, in fact. The stronger your public relations, the easier it is to find new partners.
These relationships can be a powerful force for content marketing, especially if there are influencers involved. Think of a “steady source” of media coverage, co-branded content, social media mentions, or product/service reviews. Working with influencers can be an effective way of scaling your content marketing efforts—which gets easier with PR knowledge & tools up your sleeve.
Thought leadership is one of the best examples of how PR & content marketing can intertwine. Public relations is a powerful tool for building personal brands and increasing authority through speaking engagements, interviews, media coverage, or social media presence. At the same time, it’s content marketing that helps individuals become thought leaders by publishing insightful content pieces, such as industry reports or expert commentaries. Keep in mind that “thought leadership” is not just a type of content. It’s more of an approach to creating it.
When you’re ready to create real and useful content, you may utilize a combination of PR and content marketing methods to establish yourself as a thought leader while maintaining consistency in your message.
Nowadays, digital PR is critical for enhancing one’s online reputation and visibility. You may make the most of it by combining “proactive” and “reactive” public relations initiatives.
Being proactive entails distributing your material to the general public (in the form of original research and press releases, for example) and having it published on authoritative websites. Even while most press releases are delivered by PR firms or by newswire services, you may simply send them out yourself using specific PR software. The idea is to generate awareness around your business and make yourself “findable” – after all, journalists and prospective buyers use Google Search to discover information, just like the rest of us.
Reactive PR, on the other hand, is all about reacting to the demands of journalists. Platforms like SourceBottle, HARO, and JournoRequest may help you discover media enquiries. Once you’ve found a good chance to offer your material, be sure to respond quickly and adapt your pitch to the media outlet’s needs. This public relations strategy often aids in the development of high-quality backlinks and the increase of traffic to your website.
An online newsroom is a valuable communication tool for public relations professionals, but it may also be used by content marketers. You may use it for internal announcements, statements from the founders, and other interesting items in addition to press releases. Unlike traditional media coverage, companies have complete control over their story and determine what to make public.
An online newsroom will give your website more credibility, make it simpler to build media partnerships, and aid in the management of your online reputation. Another reason these two work well together is their common ambition to control and enhance your brand’s online image via PR and content marketing.
A robust foundation of strategy, public relations, and content marketing, when done correctly, maintains the brightest lights blazing on your firm all of the time. You should never, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever, ever
Rainier Communications’ CEO, Steve Schuster
Take a look at these few successful examples of PR & content marketing activities that have definitely shined a light on their companies.
Innovative packaging company EcoEnclose teamed up with CanIRank to translate its passion and expertise into rankings, traffic, awareness, and sales. To achieve that, the team used PR, content marketing, and SEO. The key tactics were to create content on relevant topics and keywords, and leverage EcoEnclose’s expertise to turn them into the go-to source for questions about sustainability, packaging, and everything in between. CanIRank is the source.
EcoEnclose’s specialists were able to answer to media requests with genuine figures and information by creating press releases and reaching out to journalists in the sustainability area, which helped to build ties, authority, and overall confidence.
What were the outcomes?
- The number of referring domains has increased from roughly 150 to over 1,500.
- Increasing income by more than 100% year over year;
Going from 2,500 to over 13,500 in the rankings;
Regularly receiving requests for huge orders from well-known businesses.
All of this happened in three years.
CanIRank is the source.
Orbit Media is a web design and development firm that invests heavily in content production and sees results. Their website receives a lot of traffic and backlinks, which is mostly due to the uniqueness of their material.
SEMrush is the source of this information.
Apart from content marketing & SEO efforts, Orbit Media also uses PR tactics. Every year, they reach out to 1,000 bloggers with their Blogging Survey, and based on the answers, they create a comprehensive content piece with statistics, branded charts, and experts’ comments. The article is then extensively shared and linked to by other authority websites (TechJury, Hubspot, and Oberlo, as an example).
Orbit Media is the source of this information.
Apart from the survey, Orbit Media’s Co-Founder & CMO, Andy Crestodina, is a well-known thought leader who often speaks at marketing conferences and webinars, writes plenty of blog & guest posts, and even hosts a podcast. He is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
Better Proposals’ marketers, like any other marketing team, rely on backlinks to support their content efforts. They’ve been effective in securing them using public relations strategies.
To gather journalist enquiries, we generally use well-known sites like HARO, SourceBottle, and JournoRequest, and then we react with our pitches. So far, we’ve had a fair success rate, and we’ve been published on a variety of platforms. Not only does it provide us with a backlink, but it also allows us to market our business.
— Petra Odak, Better Proposals’ CMO
Besides getting featured in media outlets, the team behind the web-based platform for writing proposals also uses podcasts to get more attention to their business. They find relevant opportunities on Listen Notes and send about 20 pitches per month. Up to date, their CEO, Adam Hempenstall, took part in more than 20 podcasts (and still counting). Source: Better Proposals
As can be seen, PR supports content marketing efforts in various ways. By including PR in your content marketing strategy, you can increase your reach when promoting content, boost your online visibility, build media & influencer relationships more effectively, and position yourself as a thought leader.
Fortunately, you don’t need extensive PR knowledge to start using PR tactics to your advantage. From now on, you can easily combine PR and content marketing activities, thanks to Webinomy & Prowly integration.
By using your Webinomy credentials to sign up for Prowly, you may quickly:
Determine which journalists and influencers could be interested in your material;
Create eye-catching news releases;
Send an email to relevant people to pitch your material;
Create an online newsroom where you can save all of your important articles and press materials.
Try it out by signing up for a free trial with Prowly using your Webinomy login.
PR is a powerful marketing tool that should be used to create content for your brand. Here are 5 reasons why PR should support your content marketing strategy. Reference: pr content examples.
Frequently Asked Questions
Why is it important to use content marketing strategies in public relations?
A: Using content marketing strategies in public relations is important because it helps you increase your visibility as well as improve the quality of life for your company and target audience.
Why is content important in PR?
A: Content is important in PR because it helps to give brands their identity, and also help them compete with other companies.
Is content marketing part of PR?
A: Content marketing is a form of PR that uses content to communicate with customers about their products and services.
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