When the mass media – and even niche media – die, what’s a PR agency to do? Help its clients become their own publishers, reaching out directly to customers with everything from white papers to blogs to print magazines to podcasts and videocasts. So says content marketing guru Joe Pulizzi, in a presentation he gave recently to a group of PR professionals in Cincinnati. He points out that “since PR professionals understand the value of, and how to develop a story, they are placed perfectly to be in the middle of the organizational content engine. “ Many are, of course already doing that, but he asks whether they are “owning” the production of content within an organization that is targeted to customers and prospects. That function of working so closely with an organization to develop, send and monitor the performance of their custom content is, I think, the next frontier for PR firms and the way to keep themselves relevant in this “post-media” age. I’m wondering, though, how many PR firms can re-imagine themselves in this new role – and how many clients are ready to give their PR partners such a prominent role.

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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