Why PR DNA Produces Good Content

5. January 2016

Obviously, there are the big campaigns, the Hornbach hammers or the Edeka virals and other grand advertising ideas you would have liked to have. Content that delights!

However, these campaigns are in the minority. Most campaigns in Germany are simply transmitter-oriented. The reason for this lies in the DNA of advertising.

For decades advertising did not need to be receiver-oriented at all as campaigns paid to get attention. Instead of convincing (the gatekeepers of the media), reach was purchased. There was no filter to test the target group relevance (note: buzzword of 2014). If something was incapable of generating a buzz, the contact dose was simply increased.

NewsIn the meantime now everyone is saying information has to be prepared in such a way that receivers consume voluntarily and ideally recommend products further.

I bet if you looked around long enough you would find this phrase in a PR textbook written at a time when scientists thought it would be cool if there were a worldwide data highway to swop our results.

Obviously, not all stories created in PR agencies are automatically good and successful. Unlike advertising, they are subject to the Darwinistic principle of natural selection: still until today the “survival of the fittest” is what counts for the editor – space is limited so only what suits the receiver makes it into the medium.

This forces communicators to strive for constant improvement and learn new things.

Ergo: generating relevance among receivers has always been part of Public Relations DNA. And it also injects life into content marketing.

André Karkalis is Managing Director at KARKALIS COMMUNICATIONS. Sometimes he writes about topics that move him. Generally, from his armchair in the agency kitchen. This is where his Kitchen Post is created.


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