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Integrated PR: Q&A with Heather Whaling

We sat down with president of Geben Communication and founder of prTini Heather Whaling to talk about content marketing, public relations and integrated PR.

Q: What role do you think content marketing has in PR?
A: I think content marketing is a natural extension of a lot of the PR services that agencies and brands are already implementing. It’s another opportunity to tell your story, just in a different format, such as infographic, white paper or eBook. Content marketing is a smart way to provide valuable information to your target customer.

Q: How would you recommend using content marketing in a campaign?
 There are lots of ways! For example, content marketing can be helpful as an extension of media relations efforts. Kill two birds with one stone: Design content that will pique media interest, leading to additional earned media coverage AND provide value to your target audience in an easy-to-digest and easy-to-share format.

Q: What steps do you recommend when applying integrated public relations?
If you’re just getting started with integrated PR, partner with another consultant or agency that has done it well to help setup a strategy to make sure implementation is working. For example, if you’re a traditional PR agency just beginning to integrate PR, your clients probably don’t want to be your guinea pig. You need to make sure you have the right talent and resources to do it well, whether that means you hire someone with more experience or partner with a consultant or freelancer to supplement your internal service offerings.

Q: Do you have any advice or cautionary tales?
At this point, we know integration of traditional and digital public relations leads to much better results. But you also need to be really careful – you’ll do a disservice to clients if you just ‘do social media’ without having the expertise, know-how or track record to do it well.

To learn more insight from Heather Whaling on next generation public relations, register to attend our Dec. 5 public relations webinar Driving Innovation in a Social World.

About Lisa Denten

Lisa Denten is the Social Media Manager of Cision U.S., where she leads social strategy, coordinates the blog editorial calendar and manages public relations campaigns. She regularly hosts Cision webinars, was chosen as a #FollowFriday guest on industry blog Spin Sucks, and has spoken on panels for Inbound Marketing Summit and Publicity Club of Chicago. She worked in the newspaper industry before joining Cision in 2008. Connect with her on LinkedIn or Twitter at @lisaml15.

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