*A version of this post originally appeared on Inside PR and was posted on October 26, 2012.
It’s fall and, like many of you, Inside PR hits the learning circuit. During this time, PR professionals attend conferences and events, gaining insights from speakers and meeting new people. Inside PR recently attended the PRSA International Conference in San Francisco and will be featuring audio and video interviews over the next few weeks.
This year’s conference was filled with standout content and lots of lively interaction between sessions. Highlights include a keynote by Twitter founder Biz Stone, who said ‘creativity is a renewable resource’, sessions on story marketing, a panel led by the CEOs of several major PR agencies looking at where the business is heading and presentations by Lee Odden, Shonali Burke, Shel Holtz.
One takeaway Joe observed is that we’re living in a post-social-media world and looking at a PR industry that’s positioning itself to compete with advertising and digital. We’re interested to hear your thoughts on how the profession is evolving.
Kristina Halvorson: Content as a Complicated Beast
According to Kristina, the web is content. That’s one of the primary reasons we go online, whether to consume or create content. Businesses are waking up to the fact that we need to be focusing our time and energy on it – and it’s not easy; content is a complicated beast.
That’s because many organizations aren’t properly structured to identify the kind of content that’s needs to be created, how it’s all going to work together, who’s going to develop it, where it’s going to be published and who’s going to maintain it over time.
She believes companies need to start by having a group therapy session; a series of candid conversations where they can share their challenges and work toward a shared solution to create a more effective content strategy with clear goals.
You’ll be able to hear more from Kristina and Lee Odden at meshmarketing.