Glasgow Business . 39 www.glasgowchamberofcommerce.com PR STRATEGY


people have this misconception that social media is PR and vice versa,” she said. “Yes, they can feed into each other and work hand in hand, but you still need to have tangible media there. You still have print magazines and you still have relationships there between PR and journalists.” To use a well-worn media


adage, “content is king”, more than ever in this age of abundance. With so much choice, prospective customers (and increasingly smart search engine algorithms) are far more inclined to pay atention to communication that has some value – whether it’s an interesting blog post, entertaining video or a traditional magazine article. “People have to take


something away from your communication – there's a real emphasis on quality over quantity,” continued Stephanie. “Your content has to provide entertainment, a takeaway for people to apply to their own lives, their own work, or that says something about them when they share it. Each piece of content should be viewed as kind of a mini


campaign; it's not just a case of throwing content out for the sake of making a noise, you have to think about who your audience are, what they want to see and how you’ll get your message under their noses.” By making your content


‘sticky’, the theory goes that businesses can make the medium and their audience do most of the hard work for them, with shares, likes and recommendations. Tis idea, that the brand can be carried on the back of compelling content, is at the heart of what is now called ‘content marketing’. “Content marketing is tricky


partly because it’s so nebulous – there are so many views on what it actually is,” said Allan. “From our point of view though, it's the use of social media in the broadest sense – from Facebook to industry blogs – as a platform for promoting self-created content in a manner the business controls.” But this focus on content puts


the onus firmly back on what Garry calls “marketing first principles”, namely the need to engage the audience emotionally


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