What’s all the talk about “content becoming a critical part of PR?” Content in terms of conduct has always been key to good public relations. But now, in a new context, we have content being produced in digital form and available for use by both marketing and PR people. A MarketingLand post notes that “an estimated 90 percent of content available online has been produced in just the past two years.”
So, truly, we’re in new territory here. “The worlds of PR and content marketing,” the post by Jim Yu adds, “can no longer function as fully separate entities.” Maybe they never could, but now they assuredly can’t. So spend some time on Jim’s generous, heartfelt post on how public relations and marketing are relating anew, or at least can, in this new digital era.
We should add, though, that a problem with PR and marketing going digital is that public relations is at heart relational, that is, with real people influencing each other for good or ill. Thinking in new digital terms ought not to blunt that critical reality.