6 ways agile PR agencies are creating and uncovering content

The rise of content marketing has many traditional firms struggling to remain relevant. Let’s look inside the new breed of PR agency.

Relevance is causing quite a buzz these days.

Successful PR firms of the future will be hybrid agencies that specialize in developing valuable content to drive a company’s business goals. Those that fail to create relevant material and show how it connects to the bottom line will become obsolete.

Whether you work at an agency or are seeking an agency partner to take promote your brand, here are six ways that innovative public relations agencies are handling the development and dissemination of content.

1 . Story finding. Most buzz about content from brands has focused on storytelling. Still, that’s just part of the equation in the new PR world. With 72 hours of video uploaded to YouTube every minute , you must first uncover your amazing stories in order to post them online. The most valuable PR firms are experts at story finding, the prerequisite to storytelling. Effective story finders help their clients embed PR team members into key company departments as brand journalists, working like beat reporters to identify stories that align with key product lines and messaging.

2. Story angle development. Once you’ve discovered a possible story, the challenge lies in finding a fresh, compelling angle. Many organizations offer similar products and services. A content-savvy PR firm will have a proven process for finding the most newsworthy hook to make your company’s story stand out from that of your competitors.

FREE guide: How to Be a Brand Journalist—Tell compelling stories and take your story directly to your audience

3. Multi-channel content creation. Say goodbye to the days of hiring a PR agency and a separate content production firm. We live in a visual world. PR firms equipped for the modern media age have production teams trained in creating multimedia content such as video, audio and graphics. These organizations are natural partners for brands that lack in-house resources to generate professional-looking content.

4. Distribution expertise. It’s not enough to create high-quality content; you must make sure your target audience can and will access it. This is where distribution comes in. Many agencies offer expertise in sharing content to your audience via company-owned, earned and paid media. There is no one-size-fits-all distribution package. Your target demographics and desired business objectives should guide your selection of channels.

5. Analytics. Cut the jokes about communicators and math. Today’s successful PR agencies understand measurement and analytics. Before a campaign begins, agency reps should focus on business metrics and then create content to help achieve their desired results. Modern PR pros must have the strategy and skills to tie their work to new sales, Web traffic or leads.

6. Caffeine. With so much content to create, this is a trend in PR that will only grow.

Lisa Arledge Powell is president of MediaSource, a public relations firm that specializes in brand journalism. MediaSource has been named Best Health Care Agency in 2013, 2014 and 2015 in Ragan’s Health Care PR & Marketing Awards. Connect on Twitter: @LisaArledge.

This article was created in partnership with MediaSource.

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