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4 Types of PR Content to Help You Reach Your Business Goals

4 Types of PR Content to Help You Reach Your Business Goals

This article was co-written by Chelsea Branscum.

Just like cake, public relations has layers, and the layers only make it better.

When thinking about PR, press releases might be the first or only layer that comes to mind. But this is just the starting point. Let's dive into the other valuable layers of PR and learn how to savor every bite.

Does Your PR Contain All the Right Layers?

Are you only utilizing press releases — and no other PR content — in your content marketing strategy? If so, you are missing out on all the value that other PR services can bring to help you work toward your company's content marketing goals, whether those goals include thought leadership, lead generation, sales enablement, or SEO.

Press releases can be viewed as a form of traditional PR, which includes mass-produced templates exchanged for quick wins. By no means is this a bad or ineffective strategy, but PR has evolved, and so must your content marketing strategy if you want to execute on up-to-date modern PR strategies.

Unlike traditional PR centered on generating exposure for a brand, event, or product, modern PR involves building mutually beneficial relationships with online contributors, influencers, and thought leaders and delivering true value to the audiences you share. It includes several types of content, including press mentions, informational interviews, features, and podcasts. Press releases have a place in a content marketing strategy, but investments in additional types of PR can be even more beneficial.

Ready to learn more about how you can elevate your strategy with PR?

Download Your Guide to Modern PR

 

4 Types of PR Content for a Multilayered Approach

Now let's dive into the layers of PR beyond press releases that can maximize your content marketing strategy by positioning you as a credible thought leader in your industry:

1. Press Mentions

Press mentions are, well, mentions of you or your company in the press. For example, a press mention could look like a journalist quoting you as an expert source in a piece of content related to your industry. Or it could involve a contributor to a publication using a tactic your company has covered in its on-site content as an example to illustrate their point.

Mentions in the press can help brands build lasting credibility and trustworthiness with their target audiences. (For more about how press mentions support your content strategy and create long-term value, check out our blog post on the topic.)

Press mention example #1 image contents: SHRM HR News article. Title: "Promotions Got a Boost in 2021." Body text: "Niki Ramirez, SHRM-CP, founder of Phoenix-based small-business consultancy HR Answers, added that in addition to the pent-up demand for promotions, there is also a desire to promote high-performing, ambitious employees and a need to backfill positions that were vacated during 2020.  "As employers came out of crisis management mode, many business leaders realized that 2020 was not as bad as they thought it would be, outside certain sectors," said Sarah Hawley, CEO and founder of Growmotely, an Austin, Texas-based marketplace platform for remote workers. "The increase [in promotions] over 2019 probably comes from employers being more aggressive after a year of constriction. Companies are experiencing growth and have decided to hire more and promote the people they have."  Some industries offer far greater promise for career advancement than others, LinkedIn found. Data shows that top industries for promotion include product management, marketing, project management, accounting and human resources."

Press mention example #2 image contents: Inside Big Data article. Title: "Big Data Industry Predictions for 2022." Body text: "More and more companies are shifting from on-prem to the cloud. The first wave of this was to simply run their existing stack on Kubernetes on the cloud. This was already a great win because they didn’t need to think about provisioning and updating hardware. However, managing Kubernetes clusters is still quite a challenge, even for mature IT departments. Instead, the real virtue of the cloud comes when other people are managing the software itself. We’re seeing a growth of companies like Snowflake that offer SaaS directly to customers. This ends up providing a simpler and lower-cost solution, especially when you factor in the engineering time it takes to maintain these systems. Companies, especially larger companies, are becoming more and more comfortable trusting the cloud and cloud SaaS companies. As their trust increases, so too does their willingness to give up owning their own technology stack. Owning software has turned into a liability. The factors that will result in the pullback of Kubernetes toward more SaaS products include: (i) Increased trust in the cloud and cloud-based companies; (ii) Improved integration technologies like federated auth and Single-Sign-On (SSO) allow several disparately managed SaaS products to integrate smoothly; (iii) The rapid pace of innovation among software and an increased movement of decision-making from the top of the organization to the bottom. – Matthew Rocklin, CEO of Coiled"

Want to see more examples of earned media? Check out our client wins blog post.

View Client Wins Blog Post

2. Informational Interviews

Informational interviews represent a type of PR that does not always result in an immediate mention in the press, but it's equally important because it builds important relationships with journalists, contributors, and editors and establishes you as a thought leader who can be called upon to provide expert advice.

For interviewers, an informational interview is an effective research tool that helps them see where you and your valuable insights could fit into an upcoming story. Additionally, it's an informal opportunity for you to establish yourself as an expert without the added pressure of it being a formal interview. For those reasons, these interviews are mutually beneficial.

Interview example image contents: " Pacific Palisades, California  Clothing/​Footwear, Medical/Hygiene  Innovation in Textiles (IiT): Where are Celliant products employed in healthcare settings at present and what impact are they having?  Seth Casden (SC): To understand our place in healthcare settings, we first need to briefly touch on what Celliant is and how it works. Celliant is a proprietary blend of minerals embedded into fibre and yarns, or printed on fabrics, that captures and converts body heat into infrared energy reflecting it back into the body. This has been clinically demonstrated to increase local circulation and improve cellular oxygenation which results in a cascade of wellness benefits such as improved thermoregulation and faster recovery from physical exertion, as well as promoting restful sleep.  Celliant has been determined as a medical and general wellness device for healthy individuals – meaning people without an underlying, pre-existing medical condition. And it’s critical to note that the FDA has not approved or designated Celliant products for any purpose and has not made any determination about, or endorsement of its stated use or benefits."Innovation in Textiles Interview. Making the most of infrared energy. Seth Casden, CEO and co-founder of Hologenix." Body text: "

3. Features

Does your company have a compelling story to tell, or is your brand doing something unique and newsworthy that you could talk on and on about? This is where feature articles come in.

A feature is an in-depth article that highlights a particular person, company, or news event. This type of PR dives deeper into a story than a regular press mention, and for that reason, it proves highly valuable for the company featured. After all, there's no better method of proactively establishing a trustworthy brand reputation than by highlighting the company at its best.

PR feature example image content: Business Insider article preview, "A founder and CEO shares the spreadsheet her team uses to figure out what marketing efforts bring in more revenue and what's a waste of time and money." and TechCrunch article preview, "Fitness app FitOn raises $40M, acquires corporate wellness platform Peerfit"

4. Podcasts

The number of podcast listeners is expected to surpass 160 million in 2023. As podcasts continue to grow in popularity, it's no surprise that this medium has become a valuable PR opportunity for thought leaders.

Unlike interviews for online publications, a benefit of podcasts is that listeners get to know you by hearing you talk in your own voice using your own words, rather than reading your insights that have been filtered and interpreted by a media outlet. Plus, being a guest on a podcast is an opportunity for link-building and boosting SEO rankings, as most podcasts have a website featuring summaries, contact information, and resources — and sometimes backlinks to your website.

Podcast Example image contents: Preview of Human Capital Innovations podcast Season 29 Episode 4, "What 'The Great Epiphany' has taught us about employer branding." Body text: "In this HCI Podcast episode, Dr. Jonathan H. Westover (https://www.linkedin.com/in/jonathanhwestover/) talks with Bryan Adams about what the “The Great Epiphany” has taught us about employer branding. See the video here: https://youtu.be/gBv_KnjFlck. Bryan Adams (https://www.linkedin.com/in/bryanadams1/) is the CEO and founder of Ph.Creative, a global employer branding agency. He is a prominent employer brand thought leader and a two-time bestselling author, podcaster, and speaker. Ph.Creative has built world-class employer brands and talent engagement strategies for companies like Apple, Entain, and American Airlines. "

Measuring the (Sweet) Success of Press

Public relations professionals nearly unanimously track media coverage or placed stories as measures of success, according to MuckRack's State of PR Measurement survey. But no matter what other metrics they choose to track, they're all trying to measure success against a few overarching goals. Below are our essential top-line goals for PR and a few tips for more effectively measuring the success of your press:

Website traffic:

  • If a link is included in press content, you can monitor referral traffic from your mention.
  • Looking at direct traffic and organic traffic can help you determine whether your website saw a boost in visitors after readers engaged with your press.

Lead Generation:

  • If your site is optimized to drive leads, you can track which visitors came from your press and turned into a lead. (Tip: Marketing automation systems like HubSpot make this easier to track).
  • To learn more about your lead generation efforts' efficacy, take some time on sales calls to dig into why a lead reached out: Had they seen any of your recent press? This anecdotal insight helps you gather the information that is not always quantifiable or trackable and can help you determine whether you're on the right path with your efforts.

Brand Awareness: 

  • One key way to measure brand awareness is through social mentions and engagement on social: shares, likes, and comments, especially from leaders in your industry.
  • Press secured can be used to help establish thought leaders' credibility when applying for speaking gigs and awards, which can lead to further press opportunities and greater brand awareness and credibility.

Press is a valuable opportunity for you and your company to be positioned as a thought leader because the media's goal is typically to help add context and insight on a topic from an expert.

When it comes to maximizing your PR efforts, you have more options than you think. Whether your business goals include thought leadership, lead generation, SEO, or sales enablement (or all of the above), there's a layer of PR that will help you achieve that goal, which is the icing on the cake!

Not sure where you should focus your earned media efforts? Click below to take our free online quiz to find out which publications your audience is reading!

Do you know which publications your target audience is reading? It's just as important to contribute guest content to the right publications as it is to deliver the right message. Take our publication quiz to discover which sites you should be contributing to. Take the quiz. Image contents: a person sitting on a chair while on a computer that has an article displayed on the screen.

Picture of Madeline Knapp

About Madeline Knapp

I'm a PR strategist at Influence & Co. I love cooking, reading, and sharpening my PR skills. If you have a dog, please tell them I say hi!

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