Audience understanding and wide-ranging experience to capture your story and transmit it via the appropriate channels to the interested eyes and ears.
Content & PR
Delivering the right message, when and where it matters most
Our content team has the experience and insight to provide trusted PR support and the coverage your organisation deserves.
We’ve assembled a top team of writers (including former journalists), media strategists, animators, videographers, graphic designers and social media experts to reflect what’s been happening in the world of PR and content marketing.
It’s not so long ago that we were ‘PR people’, first and foremost – using the traditional media relations skills of journalists to write good copy and win exposure for our clients, as well as handling comms issues.
The changing world of PR…
There’s been a rapid revolution, sparked by the ‘democratisation’ of the media through the internet and social channels.
Information is more accessible than ever (who trawls through old press cuttings, or scours Yellow Pages?) and the other side of the coin is that the public has an instant channel to have its say: anyone can be a thought leader or content creator.
This revolution means that old-style PR – aimed mainly at increasing sales and brand visibility – has had to change to a two-way strategic communication process, listening to the audience and responding (quickly and) constructively.
And that’s where content marketing comes in. There’s a valuable role for good writing, factual content well expressed, but there are also important roles for content in the form of blogs and vlogs, videos and animations, clever graphics – all the channels that give real value to the audience.
For example, where once we would have written a press release about a new gadget for gardeners, complete with product pic, now we will probably still do the release, but we’ll also create a video showing the gadget in action, with our expert having an online conversation with the audience – and actively asking for response from the audience. Truly a two-way process which builds long-term relationships…
The key to successful PR and content marketing is listening to the audience, and responding to their questions and interests. Do that and – whether you call it PR or content creation – it will help build the relationship in a way that benefits both audience and organisation. Welcome to the content revolution.