By: Rebecca If there is another industry shifting as much as the one that sits at the crossroads of PR, marketing, advertising and journalism, I don't know what it is. It seems that right now, every professional who deals in any kind of content is bumping up against her peers in industries that were once definitely, explicitly separate. The silos are crumbling, and that isn't always a comfortable thing for people who have, until recently, spent their careers cut off from competitors in complementary industries. When it comes to influencing key audiences, PR pros now need to understand not only how to earn third-party coverage, but also how to report and write articles for industry and even business publications, how to optimize for (constantly changing) search engine algorithms, how to leverage native ad opportunities and paid distribution platforms, how to extend reach and engage with audiences via social media, and how to reach content curators, a new species of influencer that will become increasingly powerful as audiences look for ways to synthesize more and more online content. Staying current in PR now requires knowledge in many different areas. In pursuit of that goal, we're paying attention to everything coming down from advertising, PR, journalism and marketing-focused authorities. Here's a snippet of what we've been reading lately:
Recently, Muck Rack asked journalists to comment on the future of content and whether we'll see more of reporters writing for brands. You can follow the (sometimes heated) thread of the #muckedup tweet chat that followed on Storify.
Everything you know about SEO is wrong. Again. HubSpot breaks down the future of SEO in this digestible slideshow.
Gary Vaynerchuck wants to hire journalists and improv actors to produce “micro content,” and The New York Times recently gave him a whole bunch of print space to explain his views on the future of social media marketing.
GE is backing an outlet called “Ideas Lab,” and they've hired Atlantic Media and an MSNBC veteran to run it. With other companies making similar moves into marketing-through-publishing, the Nieman Journalism Lab at Harvard asked earlier this fall whether this is the future of brand journalism.