Content is indeed the most important tool in Public Relations as all brand behaviour is captured through content. There are ten types of content Public Relations executives can use to increase awareness for a brand. I’m listing them below hoping to hear from you readers if there are any more we have missed out. Most of these lead to earned media. Sometimes some of these will need to be socialised through paid media as well.
Media Release: The most common job a PR professional undertakes during the early years of a career in the field is to draft a media release. There are some who love this part of the job that they do it all their life.
Written Content: All other written content from a pitch note to an authored article and an entire range of options comprises a large chunk of the work in content creation. We still say written while the world has moved to an era of typing or even dictation.
Blog: The simplest form of writing that can be done by anyone is blogging. This is outside written content because a blog can be used as a strategic tool and unless it is an official blog that needs approval, it can be created by any stakeholder.
Stakeholder-generated Content: This is typically content inspired by product or service quality and brand behaviour and can be used as a third-party testimonial. This content is mostly found on social networks and in various online forums.
Podcast: This is emerging as a new way of sharing content through the spoken word and it is easy to record and disseminate. Also, helps in creating a series for a brand and for thought leadership. There is no major cost involved given that most smart phones have built in tools for recording one.
Still Visuals: These are still images of a product, workplace, person or team that can tell a story and works very well to promote a brand using minimum words and maximum imagery. A picture they say speaks a thousand words.
Moving Visual: This is available in the form of short videos, corporate films and other content that is a mix uses the power of technology to create stunning audio-visuals. Creating great videos is a skill one can develop to have an edge over others.
Graphics: Animation and Listicles are the most common form of graphics. With various softwares available to make GIFs, this is becoming a new way of communicating across organisations. These are easy to share and create virality as well.
Speaking opportunity: From an interview, to speaking at an event, to delivering a speech at an internal event, the spoken word has always been the most basic form of communicating. Training a spokesperson to get the most out of these opportunities is key.
I have written nine and I will wait to hear from you about the tenth, just in case I have missed out on something. With a plethora of options to reach out to stakeholders’ content is indeed royalty. Let’s make the most of it.
He is also the Founding Dean of the School of Communications & Reputation (SCoRe).
He can be reached at @amithpr on twitter.
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