Content Conversations with Jay Baer is a video series hosted by Jay (president of Convince & Convert), while he chats with industry experts on the state of PR, marketing and content creation.
In today’s video, Ephraim Cohen of FleishmanHillard talks about how content, at its fundamental level, needs to tell a story in order for audiences to remember and engage with it. PR is still in the business of getting people to discuss something.
Check out what Jay and Ephraim see as the evolution of PR to real-time engagement below!
For more tips on reaching audiences through content, be sure to download our tip sheet, 10 Tips For Creating Great Content.
Forgot your headphones? See some of Ephraim’s top quotes from the video below:
On getting a story to stick with audiences:
“Great stories are still the most important thing. The content could be the most beautiful, creative content in the world, and if it is, it may get attention for a day. But what we’re really in the business of is to get people to discuss something.”
On metrics for success:
“My favorite qualitative metric of success is, did people talk about it at the dinner table?”
On media relations:
“Media relations was traditionally at the center of what we do. Now that’s changed a lot, but it was always about ‘we need to create something that even the toughest judge, the editor, is going to think is a good story to run.'”
