The Vital Role of Content Creation in PR5 min read

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THE Vital Role of Content Creation in PR

Public relations and content marketing are both integral elements for a business in today’s fast-paced, competitive market. A brand’s reputation can go from 100 to 0 just as fast as it can go from 0 to 100 these days. That’s why it’s more vital than ever that creators, personal brands, and large businesses alike pay attention to what content they distribute and how that impacts their public image. And it’s evident that a business can’t go far without its loyal consumers.

You’d be surprised at how many people think of PR and content creation as entirely separate strategies that don’t overlap. There’s more than meets the eye, so let’s dive right in.

PR vs. Content Creation

Before going further in-depth about the link between PR and content creation, we need to look at their characteristics, how they are alike, and how they are different.

  • Public relations: the main focus here is regulating and maintaining a positive public image for the individual or business that a PR team or specialist is representing. Reputation management and stakeholder communications are vital components of PR.
  • Content creation: otherwise referred to as content marketing, boosts online exposure and reach, impacts possible sales, and provides the audience with informative, enticing, and exciting content.
  • The similarities: both are aimed at showing the business/individual represented in a positive light in order to establish a healthy public image and brand identity.
  • The difference: content creation is more focused on the direction of sales while PR can only be targeted at PR crises and reputation management at times.


5 Reasons Why PR & Content Go Hand in Hand

Now, let’s understand why modern-day business needs their content creation and PR departments to work in synergy to achieve the best results.

1. It’s Necessary for Reputation Management

For reputation management, a PR representative often gave speeches or released press releases addressing issues surrounding the client. That traditional process exists today, but with an innovative twist. Most addresses regarding controversies are done through social media or other online platforms.

The PR specialist can craft the message and work alongside the content specialist to determine what platform the message should be broadcast on. Should it be posted on all channels? Should the client film a short video to address the issue, or should it simply be a text post? A fruitful collaboration between both teams will yield the most effective response. Similarly, all content created and distributed, whether it’s social media or website content, has an impact on the reputation of a company.

There may be certain perspectives or wording that can cause controversy. It’s best that the PR team keeps an eye out for any content that may negatively impact the brand image and tackles it before it stems into a PR nightmare.

2. Networking with Influencers Becomes Efficient

Working with creators and influencers is proving to unlock exceptional business value for companies since mid-2020, and it shows no signs of slowing down yet. That is why one of the top PR trends to integrate into your marketing plans this year is influencer marketing.

Content specialists are best at creating content, and PR specialists have exceptional skills in interpersonal relations, communication, and networking. Involve several departments in the influencer marketing process to generate optimal results.

The PR specialists will know how to craft an enticing proposal to get the attention of the influencer, along with knowledge of how the collaboration can make or break the public image while the content creators will focus on what they do best.

3. Gathering Data and Feedback is Easier

Getting feedback is instantaneous these days. A few business reviews on Google and comments under an Instagram photo are enough for your PR team to get a general idea of the public perception. Content is created, distributed, and then there’s a reaction to that content. The reaction, whether in the form of comments, reviews, or responses, can give vast insight to both teams about how the content is performing and what the brand can do better.

4. Your Online Visibility Relies On It

PR gurus are also specialized in handling publicity and media exposure. Whether you are an established brand or a startup, there’s always a chance that you will have some sort of media exposure. It’s necessary to know how to put your best foot forward, no matter if it was a positive or negative reason you got picked up by one or several media outlets. Both PR and content marketing work on how a company is perceived in the public eye, which is why collaboration between both teams is vital.

5. It Opens Up Communication Channels

A primary goal of traditional PR has always been to reduce the gap between a brand and its audience, along with ensuring there isn’t any miscommunication along the way. Our digital world allows us to close that gap significantly. It’s easy for creators and business representatives to interact with their audiences in real-time via live videos and also actively post on their social media platforms. This approach is certainly more authentic and promotes community building compared to when PR representatives would simply make addresses on behalf of their clients.

Now, you know how vital the link is between PR and content marketing within a business, and can be well on your way to keeping up in the fast-paced market.

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