By Sarah Skerik, Vice President, Content Marketing, PR Newswire
Is PR dead? According to a post on Marketing Profs today titled How the Information Age Killed Public Relations… and What You Can Do About It, “…Edward Bernays’s flavor of PR is dying, and we’re in the process of watching a whole new era of marketing rise from the ashes.”
According to a recent study sponsored by InPowered and conducted by Nielsen, content marketing is 88% less effective than public relations, due in large part to the outsize influence earned media wields over the public. Why? It’s simple. Earned media – defined as content created by credible third party experts – consistently provided more benefit to brands than did user generated or branded content.
Arguably, earned media is more important than ever. It drives social buzz, has a powerful influence on search ranking, and holds significant sway with audiences, and last time I looked, PR owns earned media generation.
But earned media isn’t the sole preoccupation of PR. The information age has transformed reputation and influence. If we’re assessing the health and viability of PR, we need to ask a couple more questions.
Is reputation management dead?
Heavens, no, and it’s more important — and visible—than ever. Online reviews and social buzz have immediate impact on brands today, and can have persistent long-tail effects digitally. Reputation management is an increasingly complex and vitally important practice.
Click here to read the complete post on Beyond PR.