Here at Skout we’re pleased to announce the official launch of our campaign for Natural PR – watch our video to find out more.
So what is Natural PR? Throughout my career in B2B PR, like many, I have been focused on ‘What’. What’s the story? The angle? The target? The evidence? But when I launched Skout in 2010 it forced me to reflect more ‘why? Why do we seek to get quality stories in the media? Why do good PR people dig for angles and seek different opportunities? Why is having that skill important to the client and also to PR success?
The answer is because we care, the client cares and the audience cares too. What’s the real value of a PR story that ‘pulls the wool’ over the eyes of the recipient, or is pitched and published on the merits of the PR consultant rather than its content? PR is not about trying to fit square pegs into round holes, but crafting your pegs to fit without issue. Authentic PR stories are increasingly the reason why people buy brands and consequently why brands buy PR.
Resource strapped editorial teams and marketing departments are now in need of the PR person’s investigative skills more than ever before. Journalists need strong and reliable story sources and marketing need differentiated content for their inbound marketing.
Natural PR is about spending less time fabricating stories and content and more time foraging in the corridors and corners of your organisation for the real stuff. And our guide to Natural PR will show you how.
In our next series of blogs, we will share will share with you six common sources of Natural PR to get you thinking. Or why not jump straight to the new guide – Six Sources of Natural PR – if you’d like?
Stay tuned!
Rob Skinner
