Focus, Consistency Key in Today's Messaging

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By: Doug Bedell

Sarah Skerik, of PR Newswire, makes a fresh effort to sort through the relationship between content marketing and public relations, the one focused on sales and the other on reputation. They're becoming inseparable in today's "always on" Internet culture, she notes. "Both rely heavily on publishing messages with the goal of influencing opinion and generating specific outcomes."

For communicators, Sarah stresses, these new relationships mean you have to "Eliminate silos. All groups with(in) the organization who are creating content for public consumption need to be hand-in-glove. Coordinating efforts can create search engine lift and a calendar of consistent messaging that delivers a cumulative effect. The alternative — i.e. unrelated, scattershot efforts — are at the least inefficient, and at worst confusing to the audience."

It's so important to get your message right and keep it focused in today's whirlwind communications world; not that it can't change, but it needs to be clear and consistent. Sarah Skerik gets that across again.

About the Author

Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.

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