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January 5, 2012
Content Collecting, a New PR Discipline
 
When I was writing newspaper editorials, I kept a notepad in my pocket to jot down ideas as they came to me to offer at our daily editorial board meetings. Now that I'm blogging for PR purposes, I keep a pad in my pocket to store ideas for posts and tweets. Content is king on the web, as it was on newsprint. Curation, too — collecting for reposting material already out there — is a  "big C" of our times. It's worth amassing content studiously.

Rebecca Kirkham, of Lovell Communications Inc., notes that 82% of business-to-business respondents on one pertinent survey used content marketing, "making it twice as popular as mainstream outlets such as print, TV or radio advertising." She offers some tips on how to use creatively collected content to good advantage. The interesting thing about them is that they all involve sitting comfortably in front of a computer screen as you create new forms of content-based relationships with clients and the web-roaming public.

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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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