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We are content. We are Clarity

The journey of Clarity PR over the past (nearly) four years has been a challenging one, mirroring the ups and downs of many of the tech startups that we cut our collective teeth working with.

However, we’ve emerged stronger than ever, with a very talented team of creative, dedicated and inspired individuals, and we’re continuing to grow. While our growth is another story, here’s a related tale – that of Clarity branching out from what has been our traditional service offering to date.

We’ve always looked to hire people who have worked in the media at Clarity PR – reporters, editors, producers and the like from newspapers, magazines, online and broadcast – for the unparalleled expertise they bring in knowing what makes a story and how journalists work. However, for those journalists used to writing thousands of words of copy a day, it can be a bit of a change and that’s why some – and I include myself in this – find the appeal of going back to their roots very strong.

But just because we like to write, doesn’t mean we should turn our attention away from our core business. We won’t be, but we are setting up a new division within the company that will focus on content creation, for both existing and new clients.

What do we mean by content? Well, anything and everything including white papers, scholarly articles, packages of blogposts, award entries, in-depth reports on industry events, copywriting for websites and internal communications documents, infographics and videos. We’ll also be using various channels to amplify this content on behalf of our clients. And, of course, putting together comprehensive content strategies that really meets our clients’ needs.

Companies are increasingly recognising the benefits that a strong, authoritative and dynamic bank of content will bring to their business. It positions them as a thought leader, sparks debate within their industry sector, increases the potential for engagement between client and customer, provides lead generation and improves their SEO.

But equally, they face challenges if they wish to do this – it’s rare to find a company that has the in-house skills to do this, or the budget to hire someone with the appropriate experience. Happily, creating a compelling content strategy and generating top-notch content is something that Clarity can now help you with.

Have any questions about Clarity’s content services? Please drop me a line on [email protected].

Ben Camm-Jones

 

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We are content. We are Clarity
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How Branded Content is Changing Journalism

It goes without saying – in the 2015 media landscape, content is king. The days when an entire country was reading just a handful of publications to get their news and entertainment are gone. Now, in addition to skimming the investigative long form story on the New York Times homepage, consumers are flitting through interactive quizzes on Buzzfeed and the latest viral video from Coca-Cola posted on Facebook. The line is blurred – popular content no longer just originates from the journalism school grad. It can come from anyone.

The fact that brands can, and are, some of the world’s most prolific content creators isn’t exactly new. Brands have always been associating themselves with the mass media in an effort to ingratiate themselves with a target demographic. Proctor and Gamble for example was the inventor of the radio soap opera back in the 1930s, in an effort to subconsciously reach the bored housewife – a partnership that extended up until the cancellation of As The World Turns in 2009, the last P&G sponsored soap.

But with the advent of the internet it has become easier than ever for brands to start producing their own content. From native advertising to thought leadership there is a content marketing solution for every company depending on how much time and creativity they are willing to expel in the name of ingratiating themselves with consumers.

This proliferation of branded content has made the public relation professional’s role of capturing native coverage all the more critical for brands. With publications turning to branded content to bolster their digital revenues, and brands jumping on the opportunity to publish their own content on widely recognized platforms, the space for organic coverage of exciting new companies shrinks. After all, why would a journalist write about you for free when his publication can get paid for you to write about yourself?

This is where public relations matters more than ever – media relations professionals are able to leverage relationships and build story angles that journalists will deem worthy of organic coverage. Simultaneously, the modern PR-person takes on the responsibility of honing their client’s branded content to be both on-message and engaging to a broader audience. In the same way that companies and publications have brought their distinct realms together through branded content, so too has the PR industry had to adapt beyond media relations. Today’s PR agency houses a team of content creators capable of producing stories that can authentically promote clients within the news trends of the day.

Journalism sure has changed thanks to the continued rise of branded content, but rest assured – the PR world is changing right along side it.

by Tess VandenDolder

@TessVanden

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How Branded Content is Changing Journalism