Content distribution secrets for modern PR pros

These changes have been coming for a while now, and PR professionals have tried to evolve. Many of us invested in social media—only to hit a pay wall as platforms changed their algorithms. Ironically, organic reach now comes at a price. So we sought an alternate route to market and jumped on the content-marketing bandwagon. There, too, we face tolls as publishers look to generate revenue from the virtual real estate they’re giving over to native advertising

Related: How to Market Products Online That Google and Facebook Don’t Allow

Distribution itself has been one of the biggest challenges. PR teams long have depended on newswires, but they’re not as effective in the modern marketplace. Who cares if your press release appeared on Yahoo Finance or some other portal? Do you know which media outlets even see this? Most of them are glued to Twitter.

The marketing world has made content a commodity in the race to dominate social networks. The way we’ve always worked PR now seems outgunned and out of options. But we still can adapt. We just need to apply in new ways the same ideas that have defined our profession all along. This means taking a fresh run at the basics, including finding audience and telling a story.