Where do marketing, public relations, and content intersect? How do they view each other in their respective lenses? We talk to Trevor Young about the relationship between these industries and how he got to be known as the PR warrior.
Listen to the full show below and read below for a preview of Trevor’s insights.
Rakhal Ebeli: I love that you mention PR, marketing, and content. The three pillars of the conversation that we’re going to dive into a little bit later in the show. It’s still the same and now obviously we look at things through more dynamic lenses, with different technologies and platforms. We’ll look at how those three critical areas of what we all do can work together. How about the content? What’s really impressed you over the journey?
Trevor Young: I’m discovering things every day. As you know, I like seeing the guys that are doing maybe a lot of smaller stuff and it’s the body of work that they’re putting together. That’s what really excites me. I look at a company, I talk about them often in my talks and it doesn’t really matter who I’m talking to and what industry. It’s the Goulet Pen Company and I love the irony that it’s an online business that sells fountain pens, ink, and paper. I like it probably more for the irony more than anything. I’d say that they’re ten out of ten with social media, content marketing and what they do.
Everything they do is just so impressive but they’re relentless about it. Yes, if you’re a big organisation, you’ve got resources and you should be able to put some amazing stuff together. These guys just continually put it out again and again and again. When a lot of brands talk about, “Oh we’re building community.” No, they’re not. They need to have a look at what these guys are doing and that’s real community. Perhaps the biggest thing, and I’ve spoken to Brian in the past, when a lot of brands, they want to know everything a little bit about the content. How it’s going to work, how many hits, all the data and the insights which is fine.
Brian is very successful at it and he says he starts everything with how can I help the most people? I just like the fact that there is that. I mean I’m a bit of a purist and I like that fact that he can … This is really working for them.
Rakhal: The availability of the brand is so critical there, that transparency and willingness to be an extension of the brand beyond just the product. We also talk about the democratization of content and publishing. Is that one of the biggest changes that you’ve seen over your journey? Particularly when it comes to PR, where in the old days it was all about pitching a story into traditional media publishers and newsrooms. Now brands have this amazing capability to actually lead the conversation.
Trevor: That’s the biggest fundamental shift, absolutely. The media is still important and it’s still an element of PR, but I know PR people who would probably speak to a journalist once every few weeks or once a month maybe. It’s all about, what you just said, is that you become your own media. That’s the owned media that we talk about so often. Become your own media channel and start driving the conversation, meaningful conversation, around the points of interest that are relevant to your audience, but also relevant obviously to your business, your brand, your expertise. I think even the media relations side has changed as well because, as we know, there’s less journalists on the beat these days.
They’re absolutely frantic, they’ve still got to put the paper out or the online publication still needs to go out. There’s less journalists doing it so they need to go out and find the stories. Who are the experts? Who are the people that are driving conversation and driving change within whatever industry or community or profession that it is? By you being the media company in the first place and putting your content out there, they can find you and see what you’re all about. That makes it a lot easier for them to say, “Hey. Can you come and give me a quote for this article or be an interview on whatever it is we’re doing now?” Whether it’s podcasting or whether it’s still radio or whatever it is.