by Michael B. Perini, ABC
perini & associates
Think about it. Technology has been like a rocket for public relations professionals. Blasting off and heading for new frontiers. However, what remains grounded back here on Earth is good old content. That’s right, companies need content for text (smart phones, electronic reading devices, and tablets) audio (internet radio), video (Youtube) and photography (social media sites). And, the challenge remains in two key areas. First, how to mine for it. Second, where to find talent to hire to produce it.
A mining operation: Coming up with content is no easy task. It is like looking for gold. The demands for being fresh and new really serves to test the creative juices. Also, we must not forget the three ABCs: accuracy, brevity and clarity. Before 2002, one could write volumes to make a point. Today, you better try to do it with conciseness or you will loose people. Also, one has to be able to understand how to write a compelling headline that will draw clicks. And, at the same time be able to write a lead while using bullets to make the article/post easier to scan. The ability to have content that drives action across all platforms is also necessary.
Specialist vs Generalist: Organizations often have different specialists or contractors for each type of content. Writers. Video specialists. Photographers. I believe, as do other experts, that this trend to have specialists will change. Both economics and the talent pipeline is changing and will allow for people to integrate all the content management skills into one individual. I’m not saying this will be an easy task but it will occur. The ability to take a message and move it through all the mediums or platforms available (words, photos, art, video, audio, etc.) is an important new skill that CEOs now want and is critical to the success of public relations consultants. In other words, being both strategic and tactical in approach and product is a growing and vital skill to manage content today and tomorrow.
One stop shopping for the company or organization who needs a PR person is now the cost effective way to go.
Remember, it’s all about content and it’s worth repeating times two!