Why Content Marketing Is Becoming the New Public Relations
My co-author,Joe Pulizzi, delivers a persuasive presentation to Cincinnati PRSA.
Public relations practitioners, like most of their marketing colleagues, are struggling with the new realities posed by the decline of traditional media and the rise of unfamiliar new approaches. The effective use of content marketing will almost certainly replace much of traditional public and media relations.
Joe’s presentation to the Cincinnati PRSA did a terrific job of explaining why these fundamental changes are happening–and how to leverage content marketing to best serve client marketing needs.
Joe learned in a recent conversation with Forrester Research that we might lose 50% of our newspapers across United States within the next 2 years. Moreover, there will be fewer editorial pages to accommodate client-related stories sparked by public relations work. At the same time, local TV news coverage will shrink, as stations cut back because of advertising declines. Within the business-to-business universe, trade publications are suffering steep losses in advertising which are threatening their survival.
This means that all marketers, including the public relations professionals who are working to generate positive publicity for their clients face a huge problem. They won’t be able to count on a large and stable set of media outlets. Instead, they will increasingly need to reach directly to customers and prospects with relevant and compelling content. They will be bypassing the incredible shrinking universe of traditional print and television media.
As Joe put it in his blog summary of the presentation:
The challenge is that the content distribution process has completely flipped on its head. Can PR professionals understand that they need to start communicating directly with customers and prospects, and not go through traditional media channels, to tell the story?
Since most of you were not in Cincinnati to listen to Joe’s presentation, you can view it here courtesy of Slideshare:
Be sure to read all of Joe’s blog post that expands upon the presentation by clicking here.
You may also want to check out our related article:
To Succeed Small Business Marketers Must Unlearn Traditional PR. It’s one of the most popular content marketing posts we’ve ever done.
Clearly, the confluence of PR and content marketing represents an unstoppable trend. Fortunately, the effect of your content marketing will enable PR professionals and their clients to survive a tumultuous set of changes in the media landscape.
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