I have a longstanding working relationship with a CEO who recently changed jobs. Coming into his new company, he told me that his mantra was this: putting PR strategy at the center all of their marketing initiatives. I took this as a personal compliment, and I know that many marketing industry leaders are increasingly endorsing the idea. One more recent example comes from Jason Harris of San Francisco- and NYC-based Mekanism, where in an interview with AgencyPost.com, he described his agency’s framework for creating shareable content.
“Our approach is to always think about the PR headline. Why will the idea, content, innovation, etc., travel? Why will people care, and why will they want to talk about it and share it? If there is no PR headline, the idea won’t be shareable. That is our goal on every project.”
To me it’s very clear that, right now, the smartest marketing thinking is powerfully concentrated in the realm of public relations. Read more