Posted on: December 18, 2019
Air Date: 12/17/2019
About the episode:
Since its beginning, the public relations industry has depended on the media to share client stories and increase visibility by providing their audience with timely and interesting content. Public relations professionals would pitch a news outlet with a story idea and rely on the news outlet to publish their story.
With the increased popularity of the internet, information can be easily accessed at any time, causing more people to seek stories on a wide variety of topics. Today’s audience prefers to avoid advertising, relying on content created by professionals.
As a result of the accessibility to information the internet has created, PR agencies can share their knowledge and build their audience by providing useful content and gaining their trust without relying on the media. These professionals share their expertise in small servings, attracting clients while positioning themselves as thought leaders and experts in their field. After building trust with the audience, clients are able to receive a larger dose of content, such as an entire media outreach campaign.
In this episode, Nancy shares how you can use content marketing rather than relying on the media.
In the episode:
1:12 – Nancy mentions her forbes.com article on content marketing, inspiring this episode.
1:55 – Nancy shares the process of attaining media coverage, including the process when she worked with Chip Carey at Sugarloaf.
3:43 – Since her career started, Nancy shares how PR has changed to what it is today.
4:37 – With the rise of the internet, public relations has changed from what it once was.
7:46 – Nancy quotes marketing guru David Meerman Scott, describing the different types of promotion to gain an audience.
8:27 – To generate engaged audiences, soap companies like Procter and Gamble created soap operas.
9:39 – Nancy shares how she has used content marketing and how brands can do the same.
“What is considered to be newsworthy on any day really depends on what else is happening in the world.” — Nancy Marshall, The PR Maven® and founder & CEO of Marshall Communications
Nancy’s articles on Forbes.com: www.forbes.com/sites/forbesagencycouncil/people/nancymarshall1/#ab3957e4485a
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