PR Word of the Week – Content

Earlier this year I had the pleasure to write a guest blog post for Kristine Simpson, a PR professional based in Canada. The below blog post, which touches on my favourite PR word – ‘content’ – originally appeared on Kristine’s blog – Running a PR life.

My favourite PR word: Content

There used to be a time when PR mainly meant media relations, i.e. you have a story that you push, you send out a press release to your media contacts and hope that you’ll be able to score some coverage. I’m exaggerating a little here, but that was the gist of it.

Nowadays, with so many platforms, channels and publishing tools widely available, PR professionals no longer have to just rely on the media to get their story out; they can also create their own content. Don’t get me wrong, media relations and press releases will always be important to PR, but now with creating your own content being so simple and mostly free, it allows the PR industry to really take hold of a story and run with it.

Shoot and upload a video, snap and share some photos, publish a blog post, create a podcast. All these things can now be done so easily. Then you’ve got channels like TwitterFacebookGoogle+TumblrQuora, etc., where you can just as easily distribute content.

It’s such a cliché isn’t it – “content is king.” But how else can you describe it?

Content

(kənˈtent)
noun

Something that is to be expressed through some medium, as speech, writing, or any of various arts: a poetic form adequate to a poetic content.

Example:

Okay, so long story short – I was a university student, working part-time at a place I hated, looking to jump into my PR career as soon as possible. So to put a little spark in my job search, I decided to start up a blog where I wrote about my thoughts on the communications industry.

Slowly I built up my blog, reaching out and interviewing PR professionals, getting their perspectives on a range of topics until one day, one of the people I interviewed offered me an internship. Three months later I’m working as an Account Coordinator for her agency.

There wasn’t an application form, cover letter or resume – just one little blog with a steady stream of content and it scored me a job.

So for the PR students out there job hunting – don’t sit there and send out resumes while waiting for the phone to miraculously ring. Get out there, set up a YouTube channel, set up a podcast, build a blog, start a portfolio of writing samples – just keep churning out content and show potential employers how proactive you are.

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3 thoughts on “PR Word of the Week – Content

  1. Hello: Good thoughts, but blogging and social media should be one tactic toward the goal of securing a position in the industry. Face-to-face networking — whether at lunches, receptions, courses or volunteer efforts — should be paramount to building awareness and launching a career. I have more than three decades of professional experience, and I continue to devote time to growing my list of contacts and solidifying existing contacts. One more thing: If an experienced professional offers to provide guidance or serve as a mentor, act decisively. I’ve met many young professionals at events and offered to help. Still waiting for that call.

  2. I found this blog to be really interesting. I am still in college at Indiana State University and my major is Public Relations. I also agree that content is a very important world especially in the PR world. I love how you have your own opinions and thoughts about the communication industry and share your thoughts with us all! Once again great blog -I enjoyed.

    • Hi Andrea,

      Thanks for the kind words, I’m glad you like the blog. I think you’re doing a great job with your own blog – lots of great content!

      Cheers,
      Hao

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