PR and Content Marketing – How Both Make a Splash

By: Gentry Bennett @Gen__AndTonic

The communications umbrella is wide and contains many fields. Under public relations, content marketing is one of many tools that can be an asset for a communications professional.

Content marketing has become a hot button word in the field of public relations. But how exactly can a PR pro utilize content marketing?

Content marketing is defined by the Content Marketing Institute as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action,” which should sound familiar to any PR pro.

The Public Relations Society of America defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

One could argue that PR and content marketing are the same thing, however the field of public relations is much broader than the scope of content marketing. While content marketing’s objectives are similar to public relations’, PR pros must use more than just content marketing to build the mutually beneficial relationship between an organization and their publics.

While mastering media relations, press releases, organization culture and voice are extremely vital to public relations, content marketing is something every organization should consider utilizing.

Content marketing allows you to turn earned media in to owned media and vice versa in order to increase your consumer’s interest in business with your organization.

Content marketing also allows you to become an asset to consumers in a way that most companies aren’t. By giving people a useful tool or resource, every time the consumer uses that tool the brand that produced it will come to mind.  The consumer will then share their experiences with their peers, producing word-of-mouth marketing that is vital to an organization’s success.

Tory Burch

A great example of the PR and content marketing worlds colliding is the Tory Burch blog.

tory blog

While having a blog isn’t new for any company, Tory Burch takes theirs one step further into content marketing. The blog isn’t just about the clothes and accessories Tory Burch produces, it’s about much more including travel and music.

This allows for PR and content marketing to combine in the company voice in a form of content that will attract an audience and a profitable action, which is therefore a mutually beneficially relationship. Tory Burch hit the nail on the head with this blog, leading the way for other companies to follow.

Overall, content marketing and PR go hand in hand in the business world. Combining the two can have amazing results, and is definitely worth the time to look in to.



Philanthropy Spotlight: My Sister’s Place


By: Allison O’Brien, Account Associate, College Book Store

This year, College Book Store will be celebrating its 5th annual Moms
Weekend philanthropic event by donating 20% of Moms Weekend t-
shirt sales to My Sister’s Place. During Moms Weekend April 5-7 Ohio
University Moms can pick up a green or purple shirt to support My
Sister’s Place.

My Sister’s Place has been providing for women and children abuse
victims since 1977. They provide outreach counseling for the women
and children as well as providing a court advocate to handle legal
matters. The shelter features a 24-hour crisis hotline that anyone
can call to seek guidance and advice. My Sister’s Place also provides
emergency food, hygiene products, and clothing to their residents.
Donations from outside sources such as the Mom’s Weekend event
assist in the purchasing of these items. Most importantly, all goods and
services provided by My Sister’s Place are completely free of charge.

T-shirts are $9.99 each and you can pick one up from College Book
Store now through Moms Weekend or stop by the booth from 11 a.m.-
3 p.m. at the Moms Market this Saturday at Ping. At the Moms Market
booth you can also get a flyer for a free Ohio University moms pin to be
redeemed at the store. Go out and buy a t-shirt for you and your Mom,
and help benefit My Sister’s Place along the way!

5 Tips for Creating an Event

By: Morgan Blank

Being in Public Relations it is inevitable that we will be planning and putting on events.  The biggest trouble most people have with creating an event is how to make it unforgettable and stand out.  Here are five tips to help plan your event and keep all of your bases covered. 

1. The tip most PR superstars would give it to plan early.  Making a timeline and starting early can help fix problems you may run into later in the event planning process.   

2. Another tip that will help create a lasting impression is to pick a theme and keep it throughout the whole event, starting with the invitations all the way down to table centerpieces. 

3. No matter what kind of event, you need publicity, publicity, publicity.  The more publicity the better, you want to get you event out there, and you want the public talking about it as much as possible. 

4. Have a B plan for everything.  Someone will be late, something may not arrive at all, there is no event where everything goes exactly the way it was planned.  You never want to have to throw something together last minute because something did not pan out the way you wanted.  Try to predict what is more significant to your event and make a back up plan. 

5. Send a recap or overview out right after the event is over.  When the event is over, your job is not.  Within a day or so after the event send out a post event email.  A news letter with the best pictures from the event and a recap of the activities, talking about what a success it was, this will keep the guests chatting over what an awesome time they had. 

When creating an event you need to prepare for the worst and advertise the best.  Keep your guests wondering how you threw such a flawless party, and keep them talking about it.   

Tips for the Career Fair

By: Whitney Hatano 

If the warm weather and sunshine hasn’t been enough of a clue that spring is among us, then maybe the Spring Career & Internship Fair will be. The fair will be held on Tuesday, February 19, 2013 from 10:00am-3:00pm in Baker Ballroom. Most college students attend at least one career fair in their years at school. At first the concept of a career fair may seem extremely nerve racking and stressful but in the end it is a worthwhile experience. Try not to fret too much; here are a few tips for success at this year’s career fair!

A common piece of advice is to dress professionally! It doesn’t matter whether one is searching for a life long career or just attending the fair for the first time. Chances of a business taking you seriously while you’re still in your PJs are slim to none. First impressions are very crucial and you never know whom you’re going to meet. Being overdressed is more forgivable than being underdressed. The dressed up also does not mean putting on your going out outfit, make sure to clean up and look appropriate.

One of the most important tips is to do your research before the event. With long lines and packed rooms, it’s hard to scope out the entire fair without feeling even more overwhelmed than you probably already are. You also need to take into consideration that not every booth is suitable for you. Researching the companies present beforehand will make it easier for you to filter out which booths are worth stopping at. On the same note, be careful not to rule out any options because you may just be surprised about what a company has to offer. Research different companies by visiting their websites and reading their values and option positions to get a feel for their business. Social media is also becoming a great tool for companies, so try checking out their Twitter or like their Facebook page, too!

Maintaining a positive attitude throughout the day can be tiresome, but keep that smile and handshake firm. If you show you’re genuinely interested in the employer, then they’re going to be just as enthusiastic to give you more information about themselves. Bringing your resume is only half of the battle; you have to have an impressive personality too. Potential employers are not going to want to hire someone who isn’t going to add to their company rapport. Try not to sell yourself too much though, employers want to hear about the real you, not a pitch you’ve repeated to every other booth.

These are only a few tips that can be used to make your career fair experience successful. Just remember to look professional, do your research and bring you’re a-game. Career fairs shouldn’t be scary; they are here to assist students in meeting new people and creating a professional network for free!