PR is often misunderstood by wider society as standing for ‘press release’ or fulfilling a media relations function. Yes, media engagement is an integral part of an agency’s services, but essentially Public Relations (PR) focuses on the ‘public’. Who those ‘publics’ are depends on the goals of a campaign. And yes, reaching identified publics through traditional and digital media is usually one aspect of a PR campaign – but it is often not the only aspect.
Increasingly, Content Marketing and Social Media are being used by organisations to engage with current and potential customers, partners, and influencers.
So why is someone with a PR or Communications background the best person to run a social and/or content marketing program? Because they are best equipped to identify the different ‘publics’ that a business or organisation wants to engage with and how best to reach those people.
Appropriate content types and styles, social platform choice, and content strategy are just some of the skills a PR or Comms professional brings to the table in the social media and content marketing space. A business may just find that with such a person managing or co-sourcing their social and content program, opportunities for coverage in traditional media are also created.
Communications professionals are adept at Strategy, Content Creation and Engagement to plan, implement and measure successful social media and content marketing programs.
Strategy: A communications or PR service provider will produce content with an understanding of all the influencers a business or organisation wants to engage with, and use appropriate social media strategically to engage with those influencers.
Content Creation: Comms and PR people have been creating content since the beginning of time (those cave drawings were the first infographics). Content Marketing may be a buzzword at the moment, but strong, solid content drives great PR and communication. Unless you plan on sharing everyone else’s content, a social media campaign can’t exist without good content.
Engagement: A communication campaign’s basic goal is to communicate with identified demographics. Cultivating relationships with key influencers is at the core of PR regardless of whether it is online or off. Social media engagement, like any other media or public engagement, should have strategic purposes.
Does your Content Marketing and Social Media activity fulfill a PR role?
Inlumino Communications is a PR, content marketing, and Social Media consultancy servicing SME clients from a variety of industries.