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Content Centered PR
Content Centered PR turns ideas into stories and then into experiences that lead people to respond through action.
Stories Are The Single Most Powerful Weapon In A Leader’s Arsenal*
This is the time of a new generation of PR: one that defines brands in ways that educate and inform markets so audiences are motivated to act after experiencing content. To do this, the story must be compelling, the content has to paint pictures and ideas have to jump off pages and out of images and video to catch a visitor or a reader. We call this Content Centered PR.
Content Centered PR simply acknowledges and practices the idea that one size never fits all. So, we identify who we are targeting, choose a mix of channels they prefer, ranging from YouTube videos to photos, slides, eBooks and social media releases. We then develop story-rich content with keywords for each channel and make the content available to them through a variety of media. The result is clear branding tied directly to business strategy, easy to access content tied back to your website or landing page, increased online discovery of your brand and products and greater press coverage and word of mouth marketing.
*Howard Gardner, Harvard University