PR Content: A New Architecture?

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Traditionally, PR has been responsible for the creation and management of ‘news’.

And although the landscape has changed dramatically in recent times, it is still PR’s main function.

But, will it always be the case?

In my opinion, PR needs to focus more on other forms of content to remain relevant and influential, and lessen its obsession with news creation going forward.

The following slides explain why…

There are three primary forms of content that add value to the media eco-system:

  • News
  • Opinions
  • Evergreen content (definition here)

The emphasis has always been on creating news, but if brands want to be in all the places their consumers are, they need to make their opinions more accessible and provide a lot more evergreen content.

Creating ‘news only’ content is not only limiting but its lifespan is getting shorter and shorter.

Below I’ve featured the DNA of each content type, and will then get into how making some adjustments to the emphasis placed on each can make a huge difference.

What makes news won’t change, but the way it is used will alter, becoming more of a conversation starter as opposed to the primary driver.

For me, this is where small brands / business have the biggest opportunity.

People love hearing and engaging with opinions, and the truly meaningful online conversations with brands require a face. Can big brands do this adequately? If they don’t, are they missing out on a vital element of the content mix?

This is the area that smart PR operators are spending more and more time in as the value of this content becomes more apparent.

Evergreen content can be used over and over and over again, it depicts thought leadership and can live and breathe anywhere.

For me, the PR content architecture of the future (well, now) needs to look more like this as opposed to the slide at the top of this post.

This gives you the best chance of being in all the places you want to be.

I’ve attempted to take this a step further with a look at what the Inverted Pyramid might evolve into over time for the PR industry – The Inverted Pentagon.

The main takeaway from these slides is that making news isn’t enough any more.

PR must create content that is shaped on the habits of the consumer and the media they are using.

What do you think?

Adam is the blog from Adam Vincenzini which focuses on social media and PR. Connect with Adam on Twitter or subscribe to his blog. If you’d like to view this blog on a mobile device, visit

1 Comment

  • Reply November 28, 2010


    Nice post Adam How do you think evergreen will apply to socail media engagement?

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