PR and content marketing – It is time to tango!

Here, Xavier Prabhu analyses how PR and Content Marketing are both vital for an effective outcome of the entire brand-building exercise. It is the quality and engaging content that gives rise to effective PR which over a certain period gains high number of followers, hence brand visibility and value.
Content marketing creates a ‘pull’ factor where the PR strategy also needs to move.PR should start placing equal emphasis on end consumers, journalists and other influencers and not just the media alone. It is the integration of PR and content marketing that makes for the most potent weapon in the marketing mix. Yes, the time has arrived for both to tango in the larger interests of brands and consumers.
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