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Content Conversations with Jay Baer: The Evolution of PR to Real-Time Engagement

Welcome to the first edition of our Content Conversations video series with Jay Baer! Throughout this series, Jay (president of Convince & Convert) chats with industry experts on the state of PR, marketing and content creation.

Today’s video features Ephraim Cohen of FleishmanHillard, and covers real-time engagement in PR. The fundamentals of engagement haven’t changed, but what is evolving is the ability to base tactics on the news cycle, and divide those tactics up among specialists on your PR and marketing teams.

Check out what Jay and Ephraim see as the evolution of PR to real-time engagement below!

For more tips on real-time engagement, be sure to download our white paper, Real-Time PR For The Holidays.

Forgot your headphones? See some of Ephraim’s top quotes from the video below:

On the native news room:

“We run a news room type operation (at FleishmanHillard), looking at the complete conversation on news, search, social trends that are happening every day, determine what works and what doesn’t, determine what’s right for clients in the short- and long-terms, and develop a content strategy from that.

“This uses the fundamentals of communications and editorial that have always worked, but applies them to a content marketing strategy environment.”

On whether real-time is a big change:

“At a fundamental level, it is very, very similar to what PR agencies have always done. They’ve always had to wake up in the morning, know what’s happening in the world and understand if and how appropriately their clients fit in.”

On a planned and real-time content strategy:

“The fundamentals we’ve always practice apply today. The idea of having a long-term editorial calendar, now we call it a content calendar, has always been there. But we need to understand from day-to-day or minute-to-minute basis that we may have to change it based on what’s happening in the news cycle.“

On a modern content team:

“Today, work is being divided up. You’re going to have a visual content studio. You’re going to have a brand journalist. You’re going to have media relations. You have a much broader range of content and a much broader range of channels needing teams that are specialists in each area. The process and who does it has changed a lot. The fundamental cycle and approach, that hasn’t changed.”

About Gina Joseph

Gina Joseph is a features writer for Cision Blog, and is also the digital engagement manager for Cision’s marketing department. She’s a book nerd, Detroit sports enthusiast, lover of cats, lifelong Phil Collins fan, and budding snowboarder. Find her on Twitter @gmg912.

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