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  • Shiwani

    I agree. This would be the best model / way to approach. The basic premise of this model is not only integrated marketing but “consistency in messaging” to all stakeholders of the organization. To that effect I would add another layer (which could be owned media) on how the message / content will be delivered to internal audiences as well.

    Unfortunately in a PR agency, or even on the “client side” there are very few instances where the whole picture comes together. There are silos with different individuals owning different mediums / audiences. E.g. how many PR agencies truly engage with clients across all audiences / platforms i.e. internal employees, analysts, media, customers, etc.

    • Sigh! Tell me about it. This is just a *hopeful* framework and I have no doubt that getting even a fraction of this off the ground is bound to be an excruciatingly painful and slow process 🙂

  • I’m also of a strong opinion that for PR to own social media, they have to take ownership for the content. And to some extent PR agencies are generating online content from the plethora of offline content available.

    But the challenge is that social media engagement requires constant and fresh content which is not readily available with the teams handling the clients. And in my experience, clients are not willing to pay extra for generating fresh content.

    But a step up or phase wise approach may just be the answer for the same.

    • Yes, content is not easy at all. Currently PR teams’ engagement with clients remains at the comms team level (largely) and less with people where content may actually reside. The comms person is ideally in-charge of gathering relevant content thoughts from people within the organization. This, most often, does not happen and the PR team is usually driven exclusively to go after mainstream media.

      One way to address this is for the PR team to insist on meeting more people from the client organization and gather their perspectives…and eventually create content out of that. Of course, all that demands time from more intelligent people within the PR team and hence becomes a costly exercise from time investment perspective.

  • You may be interested in this piece in AdAge on content:
    Brands are becoming publishers, but treat the consumers with respect.

    • Thanks! Noticed this piece earlier today; complements my piece above perfectly.

  • Ford

    I’m responding on the above comment, “This method approaches PR more as a content marketing exercise and less as a relationship exercise. In a way, relationship becomes one of the basic necessities in order to market content successfully.”
    This seems entirely upside down thinking. We’re creating and managing content to nurture customer relationships. People are looking for useful information and by providing that value does the result grow into a connection between the content provider (brand owner) and the customer. We’re certainly not creating content for content’s sake.
    Consider that content has been created for decades by PR pros. For those who weren’t around before social networking and “content marketing” became in buzzwords, agencies wrote, shot, produced and designed all kinds of content, often including issue advertising, for clients. My articles on thought leadership:
    covers this.
    Books, motion pictures, magazines, speaking tours, forums,
    events, nearly any media technique you can think of, has been long employed to help clients build a relationship with their market. Effective PR has always been more about a two-way conversation and listening to the market’s response a key factor in measuring and planning campaigns.
    Also essential to content development in the PR realm is getting and remaining close enough to client personnel (creating a solid, trusted professional relationship with them) so you can discover what they know or information they may already have and transform that into useful content. Further, agencies often need to act just like journalists and research information for content tactics. Additionally, surveying and polling can be effective ways of helping to create new and newsworthy information on the clients’ behalf. The agency is in a position to reach into businesses, break down silos and creatively discover and apply what will help move a campaign, including raw material or ready-to-use content. If you’re prevented from doing that, you better find a new client!


    Very Helpful article. Made my job easy