How content marketing could kill PR

There’s an avalanche of brand-produced content out there, and a lot of it is crap. It’s the PR pro’s obligation to head it off to maintain (if not strengthen) good relationships with journalists.

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We’ve written at length recently about how public relations can boost content marketing and how public relations can be an integral part of your content marketing strategy.

There is a dark side, a converse aspect to this topic: Content marketing could also kill the effectiveness of your PR efforts.

How? Public relations professionals are more frequently being asked to pitch “non-traditional” content. Gone are the days when we could simply send out a press release or three, make a few phone calls to connect an executive to a reporter, and watch the hits roll in.

Today, PR pros are being asked to pitch infographics, to get blog posts and bylines placed, to make videos “go viral,” to promote online events from chats to live video hangouts-in short, to market brands’ content marketing.

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