12. Content and PR
Public relations (PR) just plain doesn’t work the way it used to.
In a way, PR is one of the original forms of content marketing. PRs do plenty of things, of course: publicity, reputation management, and media relations, to name but a few. But the heart and sole of PR has always been planting stories in the media: in newspapers, magazine, television, and radio. With the exception of “the exclusive,” the primary tool in the arsenal for planting stories has been the press release—a brief, persuasive, one- or two-page document intended to persuade its journalist recipients that the topic was worth their time, attention, and coverage.
Press releases don’t work that way anymore because they’re no longer a private, one-to-one communications ...