Busting the digital media myths

It is a truth widely acknowledged that virtually everyone has a content marketing strategy these days, right? Well, according to public relations software company Vocus, this is just one of several "myths" about public relations, marketing and digital media that are skewered in their State of Public Relations 2014 report. Despite the ubiquity of content marketing as a tactic, only 60 per cent of respondents or their clients have an actual content marketing strategy in place. Another sacred cow that takes a beating in this report is the importance of blogging to public relations practitioners: of all the distribution channels noted by survey respondents, blogging was considered the least effective, with only 35 per cent of pros rating it as a 4 or 5 (highest).

The full report is available to download for free here, and is well worth taking the time to read: whether or not you believe in these "myths", the report's suggestion that, rather than engaging in content marketing strategies and SEO, public relations pros are integrating social media into their traditional media relations strategies sheds important light on the relationship between public relations and digital, and reminds us that even the most popular myth needs a dose of scepticism now and again.

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