Producing Owned Content Will help Achieve Your Earned Media Goals
The heart of communications is smart, thoughtful and strategic storytelling, and PR professionals are tasked with sharing their clients’ stories with media. Beyond recounting goals and enunciating the brand stories they would like to elevate, clients can also maximize their PR teams’ efforts by giving them additional tools to enable them to deliver more, and better, results. These tools can take the form of owned content that you plan to distribute – unreleased podcast episodes, newsletter, or website content – that can be a very effective way for a PR team to gain more insight into your brand and initiatives and may also provide inspiration for future pitches. Because PR teams are constantly monitoring the news cycle for timely opportunities that could resonate with your brand, they may be able to identify an emerging trend for which your content is a great, and relevant, fit.
Having both earned media (secured through PR) and owned content on social media channels, company newsletter and website are important, but you may not have realized that the investment in owned content can also help secure additional earned media. Sharing content with your PR team enables them to follow up with relevant questions or thoughts regarding that content and subsequently enabling them to create a strategy and conduct media outreach.