Five reasons PR has an edge in content creation
Five PR agencies, which took part in a recent Content Marketing Association (CMA) round-table, explain why having PR at the core of their business has helped them become successful in content.
The PR industry is showing an increased interest in content. Just last year, three PR agencies won awards at CMA’s International Content Marketing Awards, showing an increasing step towards more integrated services.
Clare Hill, CMA’s MD, says PRs are more frequently looking to expand this part of their business offering: “We are constantly having conversations with PR agencies who want to know more about content marketing and how we approach it.”
Five experts – from Clarity, Bell Pottinger, Hill+Knowlton, Kaizo and MWW – explain how PR gives an edge in content:
Sara Collinge, MD at Clarity, says PR pros understand the level of subtlety that’s required to create engaging and audience-relevant content that also meets a client’s broader marketing objectives.
“Too often you see content that is advertorial in nature. Our skills in understanding the client’s messaging in addition to their key business gives us a unique perspective,” she continues.
PR agencies have always been good at storytelling in a way that resonates with specific audiences, according to Victoria Naylor Leyland, head of creative and content at Bell Pottinger.
“Now we are in the position to use this ability in a wider variety of mediums and support the core message with a distribution strategy ensuring we’re getting in front of the right people on the right platform,” she adds.
Read the full article via Gorkana here.