- Content is the future of public relations—but do we really want to enter such a “shitty business?”
- Content is the best way to reach the audiences our clients value most—but we can’t follow the media industry “over the cliff”
- Our core competencies are in storytelling and earned media, and we should “think like editors”—but we have to demonstrate real-world value to our clients or we’re toast.
The Council of PR Firms‘ 2013 “Content Frenzy” Critical Issues Forum was nothing if not contentious. During the event’s opening panel moderated by Ogilvy CEO Chris Graves, BuzzMachine founder/media critic Jeff Jarvis and WebbMedia Group CEO Amy Webb encouraged attendees to forget everything they thought they knew about “content” and stop trying to view PR as the new journalism, because:
— PRNewser (@PRNewser) October 24, 2013
His point? PR is all about “relationships”, not “creating more crappy content”, so we should stay away. And he didn’t let up.