Dive summary:
- Public relations is "bound for a renaissance," said BuzzFeed’s vp of agency strategy, Jonathan Perelman, at a panel a few weeks ago—and other industry experts agree.
- Now that content is king, PR professionals can bring value to brands by helping them create content.
- Media agencies know how to buy media, how to traffic it and how to plan it, but they can't create content, which is why PR will grow in demand.
From the article:
"Beyond social media content, PR agencies are pouncing on opportunities to help brands create content to sit on publisher sites, or what the industry has called 'native' advertising. Edelman helped the National Dairy Council create content, like this piece about how milk can “break the cycle of poverty” for kids, which ran on Slate and The Washington Post. The content, while an ad, looks like Slate editorial.
'The closer it gets to news content, the more the PR industry has an opportunity to be the leader in this space,'said Steve Rubel, chief content officer at Edelman."
