Content is set to transform public relations and communications in 2018, but a new study from Version 2.0 Communications has found that organisations are missing out on the opportunity to maximise their marketing efforts by not aligning creative and PR departments properly.
Half of the PR professionals surveyed in the State of Content & PR – Optimized or Opportunity report said they have no input with regard to how news, videos and ads are promoted or amplified, despite research showing that integrated strategies can help realise the potential of content marketing and communications.
Two-thirds said their organisation still determines strategy on a piece-by-piece basis. This short-term outlook can have a negative effect on the reach and distribution of campaigns. Furthermore, it often forces marketers to work harder to achieve the results that could be more readily obtained with a long-term plan.
“There’s been a lot of talk about how content will change the PR industry, and this survey shows that there’s been less action when it comes to maximizing that opportunity,” Version 2.0 Communications Senior Vice President Katelyn Holbrook said. “And it’s unfortunate, because the data demonstrates just how effective content can be at achieving results where PR shines, such as raising brand awareness.”
Larger enterprises with more resources, personnel and time are enjoying greater success with their content efforts, but there remains significant room for improvement across the board. The study noted that PR should aim to become more involved by collaborating with marketing before the creative process while utilising metrics to monitor and reward shared results.