Letter from the President

Wow! April was an incredible month for our chapter as months of hard work from our board and YouToo Committee members culminated in another successful YouToo Social Media Conference. It's hard to believe the day-long professional development event has been going strong for 11 years. I want to pause for a moment and thank all of those involved - from our committee, to the speakers and presenters, sponsors, PRSSA students and volunteers. We would not be able to put this conference 
together without your contributions.

The underlying theme at this year's conference seemed to revolve around content marketing and I was loving every second of it. For me, content marketing is much more than a buzz word. As the role of the public relations field and the professionals within it continue to evolve, content marketing is an essential skill and knowledge base that each of us should have.

"Why?", you ask.

I strongly believe that the lines between public relations and content marketing will continue to blur.

PRSA National defines public relations as "a strategic communication process that builds mutually beneficial relationships between organizations and their publics," and Content Marketing Institute defines content marketing as "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience, and, ultimately, to drive profitable customer action."

The definition of content marketing might seem like a mouthful but what it really comes down to is creating content that provides value to its readers, in an effort to build lasting, mutually beneficial relationships. Sounds a lot like public relations when you put it that way, doesn't it?

While the two fields are different, I believe that each have a common end goal and that we can learn a lot from working in tandem and sharing knowledge. Content marketing may seem like a buzz word, but I hope you join me in realizing it as a valuable skill for us as public relations professionals.

Want to learn more about content marketing? Join our chapter at our luncheon on May 15 for Secrets to Content Marketing Success. You can also check out PRSA National's newest certificate program launching in October. The Content Marketing Certificate Program is a series of six online modules designed to enable you to transition from a traditional communication pro to a Content Marketing rock star and learn how to create a Content Marketing plan to strategically align with business goals.

 

Angela D. Bennett
Akron Area PRSA President, 2018

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