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The 'C' Word: Using content to drive conversation


27 May 2020




Virtual Classroom



Over recent years, the word “CONTENT” has crept into the PR lexicon and has become an increasingly important element of the modern communications arsenal. As an industry, we have seemingly embraced the popular “CONTENT IS KING” mantra without challenging its true validity. PR is a gatekeeper of organic talkability and in this age of digital media consumption, content-based communications can be a powerful catalyst for conversation. The creation and distribution of content that fails to drive conversation is an ineffective marketing tactic and certainly has no place in a public relations strategy.

This course will look at the role CONTENT plays within the PR ecosystem and how it should be leveraged to deliver against measurable engagement objectives.

Content isn’t king. Conversation is. Long live the king.

Event Type: Classroom

Address: Virtual Classroom, Virtual Classroom

Places available: 8

Places remaining: 3

Trainer: Rax Lakhani CMPRCA

Image of trainer

Event Overview

Who should attend?
The session is for all PR professionals (agency and in-house) who are keen to learn more about how CONTENT can help supercharge their existing campaign deliverables in a way that doesn’t divert large amounts of budget or resource away from existing activity.
• Account Executives
• Account Managers
• Account Directors
• Senior Associate Directors
• Social media teams

What will attendees learn?
1. What do we mean by “Content”?
Content formats: images, videos, audio, interactive games, blog posts, PDFs, infographics, brochures, etc.
Content categories: brand-created, brand-curated, user-generated content (UGC), repurposed

2. Content Production
• Identifying content subject
• Defining content purpose
• Creating content – outsource or in-house?
• DIY creation tools
• Content optimisation for platform (social, mobile, website, embedding on third-party sites, etc.)
• Repurposing content
• Writing design briefs for external content specialists
• Measuring content – reach, engagement, awareness, etc.

3. Curating third-party content
• News articles / blogs
• Reviews
• Videos and photography
• Social media posts

4. Best practice guidelines and case-studies
• Using content for events
• Using content for social media
• Using content for influencer engagement
• Using content for media relations
• How to sell content as a PR service (internally and externally)
5. Q&A