Uniting PR and Content Marketing for Powerful Storytelling
Andreea Borcea
Founder @ Dia Creative - Growing Businesses through Email/SMS, Social Media, SEO, Retention & Lifecycle Marketing | Marketing Nerd | IMDB-Official
As public relations and content marketing intertwine, brands are presented with a golden opportunity to boost their storytelling skills and reach business goals faster than ever.
1. Recognizing Journalists as Valued Audiences
Brands are discovering the power of treating journalists as a vital part of their audience. By crafting stories that resonate not only with the public but also with media professionals, they can cultivate stronger relationships with journalists.
Alex Sanchez of BeWell, New Mexico’s Health Insurance Marketplace, maintains the success of this approach, noting that reporters often source stories organically from their blogs, sometimes without direct outreach. This strategy not only broadens the reach of your content but also ensures it's compelling and relevant to be picked up by the media.
2. Know the Media's Audience
Did you know that 73% of reporters find only a fraction of the stories pitched to them are relevant to their audience? PR excels at building journalist relationships, while content marketing thrives in building content communities. By combining these skills, you can craft content that strikes a chord with both your target audience and the media's audience.
3. Deliver the Full Package
Journalists are stretched thin in understaffed newsrooms. Anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage.
So Young Pak, director of media relations at MedStar Washington Hospital Center says "We work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed."
This seamless coordination not only eases the journalist's tasks but also elevates the storytelling experience.
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4. Embrace Collaboration for Efficiency
Rather than focusing on individual credit for media coverage, embrace a collaborative approach to crafting multi-channel stories. Regular, cross-team meetings are essential for understanding the optimal channels to reach key audiences, including the media.
Jason Carlton, manager of marketing and communications at Intermountain Health, praises the effectiveness of this collaborative mindset. Their structured approach allows for more informed decision-making. "Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story's impact."
5. Measure What Matters
With overlapping metrics between content marketing and PR, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts. Implementing a shared dashboard helps tell the combined "story of your stories" to internal and executive teams.
Here are some vital metrics to keep your storytelling journey on track:
Joining forces between PR and content marketing is an ultimate game-changer. By collaborating, you streamline operations, slash redundant tasks, and free up time to craft compelling narratives that actually resonate with your audience.
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