Content marketing is the latest buzzword, but in reality, it’s nothing new!
It’s very simple. A press release is about distributing a single piece of information to as large an audience as possible, via the media. A news release is about communicating news to an identified audience. What’s the difference between information and news? That will be the topic for tomorrow’s PR espresso.
There’s been an article doing the rounds suggesting that content marketing could kill PR
When you read the piece, the point being made by +Christopher Penn is that bad content could damage the effectiveness of media relationships because journalists won’t like being pitched bad content. I’m not justifying it but, trust me, journalists are used to bad content – the majority of press releases most journalists receive are unbelievably awful!; infographics are simply promotional literature dressed up as statistics; interviewees sell, rather than talk about issues…
Public relations should help you avoid generating ‘bad’ content. If you have taken the time to get to know your audience – whether they are journalists, customers, prospects, investors or any other group of people that are important to your business, then you should know what content they expect to receive from you. If you serve up bad content it demonstrates that you don’t know your audience well enough and risks damaging the relationships you have.
One of the biggest problems is that the majority of PR companies only have relationships with one audience – the media – and content is often only created with one goal in mind – to get coverage rather than to get your other audiences to take action. They don’t know your audiences. Most agencies don’t actually know the journalists either! Sure, they email them content on behalf of their clients with bad press releases, bad infographics, bad pieces of marketing content. They chase them when they want something published; but know them? Not really. If they did they’d tell you your content was bad rather than risk it doing damage to your PR efforts.
But, far from killing PR, bad content actually makes the role of PR critical to the success of any marketing and publicity program. It can help you avoid poor content or a bad marketing campaign, it can give you insight and help make the rest of your marketing communications programs better. It can also rebuild any relationships that suffer as a result of a piece of bad content that slips through the net.
The bottom line is that if you’ve done the PR right there is no excuse for bad content.
The Super Bowl is watched by hundreds of millions of Americans as well as many more people around the world. It is a huge opportunity to communicate a message to a target audience in order to start building a relationship [PR], get an audience to do something [marketing] or just tell them something about your product, service or company [publicity] – but at SB47 the majority failed.
Rather than take advantage of the opportunity to talk with hundreds of millions of people the majority of brands chose to position themselves as jack asses, because it would get them talked about on social media.
Here’s my take on a couple of adverts that did effectively communicate something via their Super Bowl advert – and a company that, in my opinion, got its social media strategy completely wrong.