Public relations (PR) and content marketing are two different departments with different objectives. PR is all about building the public image of a brand, whereas content marketing works to create and distribute content.
While these are two different communication mediums, content marketing and PR work together in the overarching communications strategy for your brand or product.
Let’s dive into how.
The synergy between content marketing and PR
As people, we love stories. We love telling stories, but we also love reading stories. One of the key things found in both good content marketing and great PR strategies is consistency in storytelling.
At Clearbox, we’re all about telling the story of your brand to the world through bold, authentic activity in the press. We want to make sure the message your brand is trying to get across to the world is loud, and crystal clear.
Content marketing is similar: using social media platforms, blog content and more, your content marketing strategy should help attract people to your brand and keep them there.
Used simultaneously, content marketing and PR build and maintain your brand’s reputation, as well as your engagement with your target audience. While PR communicates your brand’s key messages to the world through consistent storytelling in the media, content marketing can leverage and repurpose key media materials for blog and social media content - and vice versa.
Consistency across the forms of media you’re using to shout about your brand creates a strong narrative, solidifies the message your brand is trying to relay, and develops a steady drumbeat of activity that will keep your brand front of mind for the people you’re trying to reach.
(Read more about how PR can build your brand's presence here).
How PR amplifies content marketing
There are several ways your PR strategy can amplify your content marketing strategy.
As we’ve mentioned, content marketing creates and distributes content such as emails, social media posts and blogs. With a strong PR strategy, you can ensure this content reaches the right audience by tailoring it to who you’re targeting in the media.
Matching the theme and content of the media you’re releasing into the world with trusted sources on these topics can build credibility and trust in your brand, positioning your company as an expert on a particular subject.
For example, we often repurpose sections of copy found in client blogs for media stories, using the expertise of thought leaders in the business and re-writing it in a way that aligns with the agenda of the media we’re targeting. This also ensures that your key brand messages are consistent and run like a thread through everything you put out into the world.
Another way PR and content marketing work together is when managing a brand crisis. PR is critical in times like this to manage the communication of your company and redirecting people back to the content found on your website, Instagram and more demonstrates your brand’s commitment to the things it values most.
Seamless integration of PR and content strategies
At the end of the day, content marketing and PR play on the same team. Whilst the audience and immediate goal of each may be slightly different, the bigger goal (brand success, recognition) is the same.
By ensuring your PR and content are aligned on key brand messages and values from the get-go, you can make sure that everything works together cohesively. That way, the content your brand puts into the world will strengthen your tone of voice, making your brand recognisable in every piece of copy you write for the world to see.
Need some help with this? Whether you need some help with PR, copy drafted for your internal channels, or to nail down these key messages, we’ve got you covered.
Get in touch today at hello@clearboxcommunications.com - we can’t wait to work with you!
