At the heart of organisations taking more control of communication is content, now that organisations can create, publish and distribute it to engage with people and build relationships.
Content has become de rigueur, a word bandied about as the central tenet to digital marketing – for some it's like pixie dust - throw it around a bit and watch the magic happen.
However, while the word content has reached these heights for many good reasons there is much more to it than producing it, posting it and then just expecting it to add value to your business - it also needs objectives, strategy, structure and appeal, to achieve expected objectives.
It is slow burn for long term gain, not a quick fix.
As defined by author Jeff Cannon in his book “Make your website work for you” (1999) one of the first books about the importance of content - “in content marketing, content is created to provide consumers with the information they seek.”The beauty about content is its versatility in:
- Telling stories about your business, your products, projects and people, just like traditional media but now you have total control
- Providing advice, education, answering specific customer questions and helping understanding about complex ideas
- Developing a company’s reputation, inspiring and building trust
- Changing perceptions, reinforcing beliefs and building communities of support
- Informing, managing expectations and delivering clarity in times of issue or crisis
- Entertaining and making people smile
Above all, content supports a customer’s decision to build a relationship with a company and eventually buy. And with digital delivery these relationships can be analysed and measured, so companies can assess exactly what is and isn’t working.
At its heart is communication between an organisation and the people it needs to talk to, which sounds remarkably similar to the role of public relations, and that’s because it is.
PR is dead. Long live PR.
A few years ago, there was a lot of discussion in New Zealand about the changes to traditional media and the threat to public relations. Digital agencies blossomed and PR seemed to have been left in the lurch.
Now, nothing could be further from the truth.
With an ever changing and burgeoning communications landscape the role of PR is growing constantly, infiltrating different channels and becoming central to all delivery of messages and stories.
It’s not what it used to be, and that is a good thing. To maximise PR’s value it just needs different thinking.
Jonathan Tudor | Director
I was introduced once as: “here’s the person I was talking about who’s been in PR forever.” Tongue in cheek, yes, but fairly accurate - let’s say more than 20 years and less than 30.
No grass has grown under my shoes, in that time. I’ve worked with PR celebrities and the occasional magician, in the UK, Middle East and New Zealand, and for several world leading agencies.
I’ve served countless well-known brands and businesses, in an eclectic range of industries, worked as an independent consultant and established an agency with a difference, Storicom. Throughout, my passion has been the importance of service, informing and being precise.
The renaissance currently underway for PR is its most significant evolution - communication has become an ever-present management tool to drive a business in the direction it wants to go. I’m committed to helping people achieve this.
Present and Past Public Relations Clients