Content is king on the Internet, and it can be very helpful to PR firms in promoting themselves anywhere. PR 20/20 provides a post on approaches to "using content to propel public relations." It's a good reference to use in focusing strategies and tactics.
PR 20/20 suggests these four uses for content as a means of PR self-promotion:
• In pitches to reporters and bloggers. "Use it as a means to showcase thought leadership and experience in a particular subject."
• To pursue guest articles and posts. "Using your content for article submissions and guest blogging can help expand its reach to new audiences outside of your existing network."
• To support speaking submissions. "When building your speaking strategy and submitting applications, use content to showcase your credibility and value."
• To create news. At slack times, "Send surveys, take polls, or review analytics data and other valuable information to create self-published research reports, eBooks or whitepapers."
A helpful post.