August 2, 2013
This is an edited version of a post that originally appeared on the ComPRehension blog on June 6.
In today’s fast-moving search and social Web, content flows in every direction throughout a variety of platforms, formats and devices. In fact, by the year 2020, a study from Ericsson reports that there will be more than 50 billion Internet-connected devices. Ubiquitous Internet access is enabling consumers and brands alike to create, consume, publish, interact and transact — anytime, anywhere.
At the same time, brands are answering the call to create more value for customers during the buying cycle through content marketing. Companies are adopting publisher models of content and media creation that are beginning to rival the reach and influence of the publications in their industry.
What do these changes mean for PR and communications pros? How is public relations competitively positioned over marketing and advertising in a content-centric Web?
The expertise in messaging, content creation and media relations that many PR professionals bring to the table offers a competitive advantage in three key areas:
Creating content that influences growth in market awareness and new business requires an integrated approach. While this has been a challenge for many PR professionals as marketing and PR functions converge, the good news is that through the Attract, Engage and Convert model, organizations can better plan, implement and optimize the performance of their content-based PR programs.