What are the benefits and challenges of co-creating content with media outlets?

1 What is co-creating content?

Co-creating content means collaborating with media outlets to produce and distribute content that serves both your public goals and their editorial needs. This can include articles, podcasts, videos, infographics, or other formats. Co-creating content is different from paid advertising, sponsored posts, or press releases, as it involves more input, feedback, and alignment from both parties.

2 Why co-create content?

Co-creating content can offer several advantages to public affairs professionals, such as the ability to reach and influence more people, build a reputation as a thought leader or reliable source of information, and engage and educate stakeholders. Partnering with media outlets that have large audiences can help expose your messages to those who might not be aware or interested in your issues. By providing valuable and relevant content, you can demonstrate your expertise and credibility. Additionally, co-creating content that is informative, engaging, and interactive can help communicate your goals, values, and actions while inviting feedback, dialogue, and participation from stakeholders.

3 What are the challenges of co-creating content?

Co-creating content poses some challenges for public affairs professionals. These include preserving editorial independence, balancing interests and expectations, and ensuring quality and accuracy. When collaborating with media outlets, you may have to compromise on aspects of your content like the tone, style, angle, or format to fit their guidelines. Negotiating goals, objectives, outcomes, and metrics of the content is also important to ensure that they are mutually beneficial. Additionally, it’s necessary to verify sources, facts, and data used in the content and avoid any errors or misinformation that could damage your reputation or credibility.

4 How to co-create content effectively?

To co-create content effectively with media outlets, you can research and identify the outlets that match your vision, mission, and values, and have the audience, reach, and influence that you want to target. It's essential to build relationships and trust by communicating regularly, listening to their needs, showing appreciation, and being transparent. Moreover, collaborate to create content that is valuable and relevant for both your public goals and their editorial needs. Ensure that your messages, stories, and formats align with their tone, style, and audience. Provide useful and interesting information that can educate or entertain their audience.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?